The ur­ban jun­gle in Ban­ga­lore

VM&RD - - INDIAN DESIGN -

In­spired by the ‘ur­ban jun­gle’ con­cept, the ir­rev­er­ence of the brand Fastrack has been trans­lated into a phys­i­cal space with the launch of this new re­tail iden­tity.

Lead­ing youth fash­ion ac­ces­sory brand, Fastrack, has un­veiled its new fan­gled flag­ship store at CMH Road, Ban­ga­lore, ex­em­pli­fy­ing a new re­tail de­sign con­cept that sym­bol­izes the brand’s at­ti­tude of be­ing fun, young and mis­chievous. The store con­fers a strik­ing amal­ga­ma­tion of the wild with the con­tem­po­rary. “Fastrack is an ir­rev­er­ent brand with in your face, tongue- i n- cheek com­mu­ni­ca­tion; al­ways known to gen­er­ate a stir, the brand has cre­ated a le­gion of ded­i­cated fol­low­ers and fans. Fastrack has now man­aged to trans­late the ir­rev­er­ence of the brand into a phys­i­cal space with the launch of this new re­tail iden­tity,” said Ron­nie Talati, Busi­ness Head & Vice Pres­i­dent, Fastrack. Spread across 1000 sq ft, the store un­folds through a se­ries of in­stal­la­tions and events. De­signed by Praxis, Lo­tus De­sign Ser­vices, the front façade of the out­let has been de­signed as a pre­cur­sor to the store ex­pe­ri­ence. With char­coal grey ACP panels as the ground, the large sig­nage, spanned eight in length, takes

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