I am In!


Fu­ture group launches its new­est fash­ion con­cept store at 1 Mg mall in Ban­ga­lore tar­get­ing the young, the fash­ion­able and the stylish; within an equally youth­ful en­vi­ron­ment.

The groups’ lat­est ven­ture ‘I am in’ aims to cre­ate a fun space for young con­fi­dent and self driven cus­tomers with lo­ca­tion be­ing the venue and prod­ucts the tools for ex­pres­sion. “The brand aims to con­nect through its prod­ucts & ser­vice with the ‘ to­day’s youth –some one who is sync with the trends and hap­pen­ings, con­fi­dent about his in­di­vid­u­al­ity & pos­sesses a strong sense of self be­lief and styling. He or she doesn’t mind adding on a bit of quirk in his/her look, that ex­tra bit of per­sonal touch. To­day’s fash­ion con­scious youth know well to mix in­ter­est­ing street fash­ion with the branded prod­ucts. This as­pect of fash­ion amal­ga­ma­tion is not just in clothes but also elec­tron­ics, ac­ces­sories, and even food. The core to this be­hav­ior, I be­lieve is the in­creas­ing self be­lief of ones own choices , which doesn’t only needs scaf­fold of ‘ brand’ name for ones ex­pres­sion and is com­fort­able with the fluid dy­namism. This cu­rat­ing does cre­ate a par­tic­u­lar style which could be quirky, fun and very in­di­vid­ual.’ I am in’ works on this fac­tor’. The con­cept en­cour­ages that ex­tra per­sonal touch and a sense of ‘my style’ the­ory,” shares Vishal Kapoor Group Strate­gic De­sign and Con­cept Busi­ness Head. Tar­get­ing the young ur­ban mind­set, the store of­fers ca­sual & ac­tive port­fo­lio of its brands like Lee Cooper, Scullers, Jeal­ous 21 , UMM, Rig , Con­verse etc. “The brands housed within are purely ref­er­ence points and the over­all de­sign en­cour­ages a sense of non lin­ear­ity and flu­id­ity in select­ing and cre­at­ing ones own en­sem­ble. As we evolve we look at build­ing the con­cept more as a lo­ca­tion for youth con­nect and con­ver­sa­tion cre­ator where in­ter­ac­tions are deeply in­ter­wo­ven be­tween prod­ucts & ser­vices and buy­ing of prod­uct is an en­dorse­ment to be a part of the style clan” fur­ther avers Vishal. Span­ning over a space of 12000 sq.ft. the in store ex­pe­ri­ence is a com­plete amal­ga­ma­tion of prod­uct ,ser­vice and en­vi­ron­ment cre­at­ing a unique brand lan­guage. The as­pects of re­tail en­vi­ron­ment in­te­grate el­e­ments of sight, sound and smell as con­cep­tu­al­ized by the in house de­sign team. “It’s been a highly or­ganic and it­er­a­tive de­sign process while hold­ing on to the core of what the brand stands for dur­ing the en­tire con­cept cre­ation jour­ney. Fre­quent de­bates & in­ter­ac­tions with the stake­hold­ers,

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