VM-RD RETAIL DESIGN AWARDS 2014
Category : Leisure, Personal & Fashion Accessories - Specialty Store Project : Fastrack GOLD : The Lotus Praxis Initiative
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
U K B construction management
Metal Poles and all fixture
Disha Interiors Pvt.Ltd.
Tranz Mannequins Pvt.Ltd.
e-matrix consulting engineers Pvt Ltd