Cel­e­brat­ing ‘Femme’

VM&RD - - RETAIL TALK -

Brand Mus­tard has recre­ated its store de­sign con­cept at the Fo­rum Mall in Ko­ra­man­gala based on a fresh new re­tail iden­tity. This is ren­dered in its en­vi­ron­ment to re­flect fem­i­n­ity and bold ap­peal.

Mus­tard, a brand syn­ony­mous with ‘west­ern­ized’ fash­ion for In­dian women has evolved its of­fer­ings to ap­peal to the bold and stylish urbane women. To broaden their seg­ment from Plus size and add Reg­u­lar size to it, the brand has cre­ated a new as­sort­ment and ex­pe­ri­ence in the store at their ex­clu­sive store at the Fo­rum Mall in Ban­ga­lore. With an ob­jec­tive to cel­e­brate ‘Femme’ in the store, the de­sign works to blend the ‘sub­tle’ and the ‘bold’ el­e­ments. The del­i­cate beauty of the Origami form un­folds through­out the en­tire store con­trast­ing with the lin­ear open dis­play and the wardrobe pre­sen­ta­tion to cre­ate the dif­fer­en­ti­ated con­cept. Ban­ga­lore based de­sign firm FRDC was com­mis­sioned for this makeover for the brand store. “Along with the new dis­play form and vis­ual mer­chan­dis­ing, a sig­na­ture style was de­rived for the new re­tail iden­tity of the store through the Origami form and the brand color Mus­tard,” avers San­jay Agarwal, Di­rec­tor at FRDC. Spread 900 sqft, the store fea­tures a façade which has been de­signed ar­chi­tec­turally as an in­ter­pre­ta­tion of Solid vs. Void. “By break­ing away from the con­cept of a typ­i­cal glass doors, we have opted for an open en­try treated with a framed por­tal car­ry­ing the sig­nage as a wel­come fea­ture here. With this form­ing the solid, the ad­ja­cent win­dow next to the en­trance was treated as a Void with the sig­nage set back from Glass thereby max­i­miz­ing the height of the win­dow and hence high­light­ing the Man­nequin dis­play. This way the sig­nage and brand­ing is per­ceived at 2 lev­els mak­ing a sig­na­ture el­e­ment for the store. The del­i­cate Origami form drapes it­self along the win­dow draw­ing the cus­tomer into the store and uni­fy­ing the ex­te­rior and in­te­rior of the store,” ex­plains San­jay. The store de­sign fea­tures are ac­cen­tu­ated with the use of earthen grey ce­ment com­pound floor­ing which acts as a great back­drop for the forms and col­ors used in the dif­fer­ent store el­e­ments in the store. Bronze fin­ished fixtures com­bine with clean wood­work fur­ni­ture to give a so­phis­ti­cated look. A soft and cozy am­bi­ence is cre­ated with the use of bou­tique type light­ing us­ing 3000 K LED lights that pro­vide good am­bi­ent and ac­cent light­ing to draw at­ten­tion to the store con­cept and its of­fer­ings. Ex­plain­ing fur­ther about the de­sign

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