A Fab Home Set­ting

VM&RD - - SPECIAL FEATURE - SIGNAGE AND GRAPHICS -

Fabindia Home opened a flag­ship store in Kolkata to show­case their eth­nic home fur­ni­ture, fur­nish­ings and dé­cor in de­light­ful room set­tings. Con­cep­tu­al­ized and ex­e­cuted in-house, the store is an epit­ome of what brand Fabindia stands for- unique, classy and In­dian.

Fabindia Home opened a stand­alone store for their home im­prove­ment range at 15/1 Hin­dus­tan Park in Kolkata, a high street for pre­mium re­tail­ing. Spread over an area of 2000 sq. ft. the store presents its of­fer­ings in co­or­di­nated en­sem­bles fea­tur­ing their en­tire range of eth­nic home fur­ni­ture, furnishing and decor. De­b­jani Sen­gupta, Store Man­ager, Fabindia Home shares in this re­gard, “Our fur­ni­ture range is ever ex­pand­ing and we were not be­ing able to do jus­tice to it. We were look­ing for a space close to our flag­ship store and luck­ily, found this one which is just right next to the ex­ist­ing eastern In­dia out­let.” The store was con­cep­tu­al­ized and ex­e­cuted in-house by Fabindia in an im­pres­sive span of two months. The store de­sign strat­egy is themed on an earthy lux­ury home con­cept in terms of in­te­rior de­sign and pre­sen­ta­tion of the mer­chan­dise. The ma­te­rial and color pal­ette are very clean, earthy and neu­tral to cre­ate a great back­drop for high­light­ing the set­tings of the mer­chan­dise in clus­ters of rooms. The store front, though limited owing to the store be­ing lo­cated on an up­per floor, does give a good in­di­ca­tion of what to ex­pect in­side with the wooden clad en­trance por­tal. The store lay­out is pru­dently laid out in a fur­nished apart­ment-like man­ner and is di­vided into two master bed­rooms, a bal­cony, two smaller bed­rooms, two din­ing rooms, a toi­let et al. The strat­egy is to use the route of con­sul­ta­tive sell­ing and in­spire cus­tomers with sug­ges­tive ideas that demon­strate how to do up their homes us­ing the range of top-line wooden fur­ni­ture, co­or­di­nated fur­nish­ings and dec­o­ra­tive ac­ces­sories.

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