Men’s Spe­cial

VM&RD - - INDIAN DESIGN -

Jade Blue, the lux­ury life­style re­tail chain known for an im­pres­sive col­lec­tion of men’s fash­ion mer­chan­dise opened its flag­ship store at Ahmed­abad. Spread over a space of 10,000sq.ft across three floors, the store is de­signed by DCA Ar­chi­tect.

The store front de­sign con­cept is clean, pre­mium and con­tem­po­rary and is com­posed of a com­bi­na­tion of glass, wood and brushed metal. The main sig­nage is sim­ple and so­phis­ti­cated with back­lit box let­ters set on a flat col­ored back­drop. The whole façade is ac­cen­tu­ated with brushed metal trim­ming to add to the pre­mium pre­sen­ta­tion into the brand en­vi­ron­ment. The store en­vi­ron­ment is de­signed to house dif­fer­ent life­style and oc­ca­sion wear like Ca­sual, For­mal, ‘Dulha’ (wed­ding) and the VIP col­lec­tions. “The busi­ness ob­jec­tive was to show that we are a one stop so­lu­tion for men’s ap­par­els, keep­ing in mind the ex­clu­sive for­mats and at­mos­phere re­quired for var­i­ous de­part­ments and giv­ing the cus­tomer the lux­u­ri­ous feel through ef­fec­tive de­signs,” in­forms Ji­ten­der Chauhan Chair­man & Man­ag­ing Di­rec­tor. In or­der to fur­ther ex­plain the de­sign phi­los­o­phy, Amit Arora, Ar­chi­tect, DCA Ar­chi­tect says, “Jade Blue tar­gets all the above men­tioned cus­tomer sec­tions which are in fact very dif­fer­ent from one an­other in terms of the prod­uct and the feel that was needed to be given to the store. There was a need for cre­at­ing such a space, where all the sec­tions dif­fer from each other in terms of the im­pact cre­ated but yet fit in the same sig­na­ture de­sign ide­ol­ogy.” The ca­sual sec­tion on the ground floor is de­signed in a com­bi­na­tion of white and dark color con­trasts to help present the fash­ion state­ments fea­tured on that floor. Wooden high­lights and un­der­stated brand­ing help add the pre­mium rus­tic look to the pre­sen­ta­tion. A cen­tral fo­cal point houses a set­ting of man­nequins that fea­ture the key fash­ion state­ment of the de­part­ment. The next floor is ded­i­cated to the for­mal wear col­lec­tion. Here the in­te­rior de­sign con­cept is planned to look warmer and more pre­mium with the use of Sapeli ve­neer clad ceil­ings, brushed metal fix­tures and ve­neer shelves. The mer­chan­dise pre­sen­ta­tion is very for­mal and sym­met­ric and seg­mented into dif­fer­ent brands ar­eas. The Dulha and the VIP sec­tion has a re­gal eth­nic touch to present its spe­cial de­signer of­fer­ings in a pre­mium en­vi­ron­ment. Em­bel­lish­ments on par­ti­tions and shut­ters in the form of me­tal­lic

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