Hello George, Arnie & Erica!
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