D.S Tailors

D.S Tailors has been the neigh­bour­hood tai­lor­ing hub in Nashik for what its pa­trons have known as eter­nity. Be­ing a renowned name in its busi­ness, it has now pushed its suc­cess to the next lev­els in the form of D.S Tailors & Ready­mades; a 3000 sq. ft. ver

VM&RD - - CONTENTS - Mansi Lavsi

D.S Tailors & Ready­mades has earned lo­cal pop­u­lar­ity be­ing an age old es­tab­lish­ment. The new store, al­though con­tem­po­rary in its sen­si­bil­ity, is an­chored to its her­itage of tai­lor­ing val­ues. De­sign firm Dhiren Chedda As­so­ciates (DCA) was ap­pointed to cu­rate the new de­sign. “There had to be an em­pha­sis on tai­lor­ing. The store had to re­flect the brand value and pay trib­ute to its his­tory. I un­der­stood the brand and the lo­cal mar­ket mind­set and de­signed the store ac­cord­ingly. It had to have a con­tem­po­rary and mas­cu­line feel to it,” says Dhiren Chedda, Di­rec­tor, DCA, ex­plain­ing the de­sign thought process. The new store ex­tends its range to ready­made’s and eth­nic collection. This ex­pan­sion vouches for suc­cess of the brand over the years. So the store com­mu­ni­ca­tion had to be a com­bi­na­tion of a con­tem­po­rary ap­proach and the tra­di­tional val­ues as­so­ci­ated with the brand legacy. The store wel­comes its cus­tomers with an all glass fa­cade which flaunts the store in­te­ri­ors, whose vol­ume speaks of grandeur. The cen­tral atrium is where the cus­tomer en­coun­ters the im­pact of the store and what im­me­di­ately catches the eye is the self-lit podium on which man­nequins pose don­ning the lat­est styles be­ing pro­moted. This qui­etly bal­ances the cash counter sit­ting right there at the cen­ter, thus off-set­ting the func­tional with the aes­thetic. The store in­te­ri­ors re­volve around the base tone of black, which is used to sym­bol­ize rich­ness and mas­culin­ity. Black glass, black mir­ror and black Co­rian coun­ter­tops are all el­e­ments that cre­ate the fi­nal ef­fect. The floor­ing in checked pat­tern is an­other ad­di­tion to the mas­cu­line sen­si­bil­ity be­ing con­veyed. The ground floor houses the tai­lor­ing sec­tion of the store and the vol­ume of the store is uti­lized to cre­ate a state­ment. The wall heights are in­cor­po­rated with sewing ma­chines placed in niches and sport­ing the D.S Tailors logo. This fea­ture has been ex­clu­sively cre­ated for the store and pays trib­ute to the brand’s her­itage. The ground floor in fact re­flects a de­lib­er­ate de­sign ap­proach adopted to lay em­pha­sis on the tai­lor­ing at­ti­tude of the brand and com­mu­ni­cate the brand’s loy­alty to its roots. The store then ex­tends to the up­per ground floor and the base­ment. The up­per ground floor in­tro­duces the ready-made sec­tion of the store and is done up in con­tem­po­rary de­sign sen­si­bil­i­ties to com­ple­ment the mer­chan­dise

it caters to. It sports life size vi­su­als of mod­els don­ning the clothes, which are in gray scale to sync with the in­te­rior lan­guage. At the base­ment level the fo­cus is on eth­nic wear and the in­te­rior lan­guage here dif­fers a lit­tle from that in the rest of the store, though cer­tain fea­tures have been main­tained to en­sure con­sis­tency. The floor­ing and the ceil­ing style are in ac­cor­dance with the ground floor. The lay­out of the space is done such that the mer­chan­dise is dis­played on the pe­riph­ery and the cen­tral space is de­voted to cus­tomer con­ve­nience. The idea here is that shop­ping for eth­nic wear is a time con­sum­ing ac­tiv­ity and the space has to be sen­si­tive to that. With the seat­ing spa­ces thus cre­ated, it con­veys to the cus­tomer that he is wel­come to spend as much time as he wants to make his pur­chase de­ci­sions. The fur­ni­ture de­signed ex­clu­sively for the store and the cut-work steel pat­terns on the wall heights fol­low the vo­cab­u­lary of an eth­nic at­mos­phere. The white walls fur­ther con­trib­ute to­wards cre­at­ing a re­lax­ing en­vi­ron­ment. An­other in­ter­est­ing fea­ture of this space is the ramp in the cen­ter, where a cus­tomer can try out the gar­ment while feel­ing the spot­light on him and thus be more in­clined to­wards a pur­chase de­ci­sion. The light­ing used in the en­tire store is warm white, which works well with the mer­chan­dise and high­lights the black in­te­ri­ors. In the eth­nic wear depart­ment too, it sets the mood for the gar­ments to be ap­pre­ci­ated. The store in ef­fect sums up aes­thetic val­ues, loy­alty to legacy and most im­por­tantly, at­ten­tion to cus­tomer care. These put to­gether not only meet the ex­pec­ta­tions of its loyal cus­tomers, but also draw in new cus­tomers for the brand

De­sign Team

Dhiren Chedda As­so­ciates

Light­ing

Fo­cus Light­ing

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