Hello Ge­orge, Arnie & Erica!

VM&RD - - RETAIL TALK -

The new Ar­row store at Link­ing Road in Mum­bai re­volves around three imag­i­nary char­ac­ters cre­ated by the brand to de­fine a new iden­tity.

Ar­row has in­tro­duced a new store on a pop­u­lar high street, the Link­ing Road in Mum­bai fea­tur­ing its new con­cept. This new iden­tity re­volves around three imag­i­nary char­ac­ters: Ge­orge, Arnie and Erica. Ge­orge is the classy one with re­fined tastes, while Arnie, who is in his late 20’s, is the city guy and Erica is the fash­ion con­scious girl who lives in New York City. Spread across 3000 sq.ft, the store oc­cu­pies two floors that el­e­gantly blend the clas­sic with the con­tem­po­rary. “With our new con­cept we wanted to make the store look more seam­less and make sure that if we want to change the ad­ja­cen­cies of this space brand-wise, it shouldn’t be a prob­lem. For ex­am­ple, dur­ing win­ter if we want to move the sports sec­tion at the back and pull the win­ter cloth­ing at the front, it can be re­ar­ranged ac­cord­ingly,” ex­plains San­desh S Shet, Head - Store De­sign, Project and Vis­ual Mer­chan­dis­ing, Ar­row, Gant. Start­ing with the store front, the façade sports a grand and invit­ing look with a seven and a half feet door, placed in­side the foyer zone, while a large A “Vec­tor” has also been in­cor­po­rated in the façade to draw at­ten­tion and add a brand pro­pri­etary touch. The brand sign, lit with LED lights, on the store front is em­bed in a wooden wal­nut ve­neer arch­way. The ground level dis­plays the mer­chan­dise of Ar­row sub brands such as Ar­row Newyork, fol­lowed by the women’s line which is also a part of Ar­row New York. The other cat­e­gories which in­clude the sports­wear, for­mals and suits are placed in the base­ment level. Both the lev­els are con­nected with a wide glossy mar­ble stair­case lined with LED lights. In the land­ing area, a huge clev­erly in­clined mir­ror of­fers a good view of the base­ment area from the ground level. The store ceil­ing is clean and min­i­mal­is­tic to high­light the dec­o­ra­tive chan­de­liers planned in strate­gic lo­ca­tions. Four win­dows are cre­ated above the mer­chan­dise pre­sen­ta­tions on the dou­ble height space on the ground level to cre­ate an im­pres­sion of clas­sic lux­u­ri­ous space. The store fit out con­cept de­sign was in­spired from the per­son­al­i­ties fea­tured in the store. “We were very clear about what we wanted

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