Stu­dio Tur­tle

VM&RD - - INDIAN DESIGN -

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.

The

store

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.

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