VM-RD RE­TAIL DE­SIGN AWARDS 2014

Cat­e­gory : Leisure, Per­sonal & Fash­ion Ac­ces­sories - Spe­cialty Store Project : Fas­track GOLD : The Lo­tus Praxis Ini­tia­tive

VM&RD - - VM-RD RETAIL DESIGN AWARDS 2014 -

In tune with its re­bel­lious at­ti­tude and its core phi­los­o­phy of be­ing ‘ir­rever­ant’, brand Fas­track cre­ated a space that is edgy and cool, seem­ingly put to­gether at ran­dom with­out thought or pur­pose, a com­plete con­trast to main­stream re­tail en­vi­ron­ments. De­signed by The Lo­tus Praxis Ini­tia­tive, the store comes across as a mad-hat­ter’s cu­rio collection where fas­ci­nat­ing lit­tle el­e­ments lend char­ac­ter to the space and the brand story. De­signed to grab the at­ten­tion from the street level, the fa­cade is done in char­coal grey ACP pan­els as on the ground, while the large sig­nage in a riot of blink­ing colour chang­ing lights, be­comes a land­mark fea­ture along the street. Giv­ing the ur­ban jun­gle feel, the neu­tral shell of the store con­sists of a grid of white pipes, from which var­i­ous dis­play sys­tems are sus­pended. Each cat­e­gory was de­signed as an in­stal­la­tion, with a clearly rec­og­niz­able char­ac­ter of its own. While the watches are dis­played in­side bird cages, the belts are ca­su­ally worn around a man­nequin. The bags are sus­pended in rope us­ing cara­bin­ers, while wal­lets are meant to be ‘pick pock­eted’ from the back of the denim wear and lie hang­ing out half­way from the pock­ets. The brand’s eye wear range is dis­played on bright yel­low ba­nanas and hel­mets are mounted on tro­phy heads wear­ing var­i­ous ex­pres­sions. In sync with the theme of ‘ir­rev­er­ence’, bizarre el­e­ments like old beaten up trunks, float­ing ta­bles, mir­rors, re­con­di­tioned re­frig­er­a­tors, uri­nals and WCs have been used as dis­play de­vices. Even the trans­ac­tion desk is placed right at the cen­ter of the store be­com­ing an in­trin­sic part of the re­tail ex­pe­ri­ence. Ac­cord­ing to the de­sign team, large VM ar­eas are crossed mer­chan­dized, so even though there is or­der in the ap­par­ent chaos, there is an un­der­ly­ing sense of ex­plor­ing a bazaar

HVAC

Toshiba

Se­cu­rity

Tyco

PMC

U K B con­struc­tion man­age­ment

Metal Poles and all fix­ture

Disha In­te­ri­ors Pvt.Ltd.

Man­nequins

Tranz Man­nequins Pvt.Ltd.

Elec­tri­cal Con­sul­tant

e-ma­trix con­sult­ing en­gi­neers Pvt Ltd

Au­dio Con­sul­tant

Mu­sic Ranch

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