Formal wear label, Turtle enters Bangalore with the launch of its first outlet in the city. Based on the ‘design studio’ theme, this store very well communicates the new fangled brand image adapted by Turtle.
Turtle, the formal menswear brand, has unveiled a new outlet at the Inorbit Mall in Bangalore. This popular brand from Calcutta houses men’s wardrobe which includes formal trousers, shirts, casual trousers and accessories though mostly in the formal basic and mid premium fashion ranges. The store is designed by retail design agency 4 Dimensions and its concept is in context to the brand’s customers. “Due to the changing lifestyle and the trends in the fashion industry, the language of young customers in fashion has changed. Casual wear occupies a customer’s wardrobe more when compared to formal wear range, while most of the young group prefers semi formals, even for offices today. This has motivated the brand to give a face-lift to its brand image along with the positioning & the retail environment,” explains Nagaraja R, Director -Design, 4 Dimensions. The store concept is based on a ‘design studio’ theme created with casual fixtures and open wardrobes presentation of the store offerings.
front has a
clear, open and contemporary look, allowing a glimpse of the interior space. Store architectural elements like the ceiling rafters help visually create different zones for categorization of fashion statements in the store offerings. The store offerings are presented using a combination of wooden tables and steel fixtures. “The overall grey floor, walnut ceiling rafters, brownish white bricks along with furniture shapes up the signature of the store making it a semi-formal/ casual space,” explains Nagaraja R. The store offers both casual & formal brands, which are showcased on either sides of the store from the entrance. The casual wear highlights more of open display with hanging fixtures that facilitate browsing, highlighted against a white bricks background. The formal and luxury wear is presented in a more organized and serious way in wooden open wardrobe units. “Painted White glass running along the ceiling above the casual range section has lights to create frame on the overall section. The accessory unit is a part of this wall to break the monotony of the merchandise line. Similarly as in the casual zone, the formal segment also sports a accessory unit complementing the formal and the luxury range,” says Nagaraja R.