WONKA

Candy­lawa-Be­yond Sweet­ness is all about trans­port­ing you to the sweet de­lights of child­hood. For kids of course, it is a ticket to fan­ta­sy­land.

VM&RD - - FRONT PAGE - Mansi Lavsi

This 1800 sq. mt. space of won­ders is in Riyadh, Saudi Ara­bia. A candy shop by na­ture, Candy­lawa has a de­li­cious story to tell. It is the world’s largest in­te­grated candy store and spreads its fun of­fer­ings across two lev­els. Along with sell­ing candy, which in it­self is a drool-in­duc­ing fea­ture, the store hosts in­ter­ac­tive ac­tiv­i­ties and spe­cial­ized spa­ces to en­hance ap­peal. The store has been de­signed to cre­ate a fan­ta­sy­land, quite lit­er­ally! The de­sign cre­ativ­ity goes be­yond the dis­plays and are is re­flected in the per­ma­nent in­te­ri­ors and their el­e­ments. An all-white store en­trance with a cloud shaped en­try way is in­spired from the cir­cu­lar logo it­self. The white frontage is kept mute for the in­te­rior colours to com­mu­ni­cate and en­tice the cus­tomer draw­ing him or her into the store. Candy­lawa mas­cots wel­come you into the store, adding the touch of hos­pi­tal­ity. Upon en­try, the cus­tomer is im­me­di­ately ex­posed to a rain­bow of colours, beau­ti­fully com­mu­ni­cated with the mer­chan­dise and the in­te­ri­ors. The am­bi­ence tar­gets the cus­tomers’ taste buds by cap­ti­vat­ing their vis­ual senses. There are no hard lines in the store and the de­sign is a seam­less flow of rain­bow colours in softer forms. Con­sid­er­ing the scale of the space, struc­tural el­e­ments are bound to ob­struct the flow. But the col­umns have been con­verted into mer­chan­dise dis­play sta­tions. A twisted lol­lipop for decor, for ex­am­ple, takes at­ten­tion away from the fact that there is a col­umn un­der­neath it! With the store size as an ad­van­tage, dif­fer­ent sec­tions have been

cre­ated. Also, with ease of move­ment of­fered in the store, the cus­tomer trav­els from one Lawa land to an­other, only to be se­duced by the won­ders the ar­chi­tec­ture cre­ates for a ‘candi­li­cious’ en­vi­ron­ment. All sec­tions burst with dif­fer­ent colours and the pal­ette is care­fully cho­sen so as to have a cor­rect bal­ance be­tween the loud and the sub­tle. All dis­play sta­tions are in white, so they do not clash with the colours sur­round­ing them. Lollilawa for in­stance, has twisted lollilop ceil­ings, while the Wra­palawa has fi­bre glass rib­bon reels dan­gling from the ceil­ing. One of the walls dis­plays a pipe net­work ar­range­ment and that too is filled with candy! Wonka is one of the lead­ers in the candy busi­ness and Candy­lawa has a ded­i­cated sec­tion for it. The Wonka Walk takes you through an ex­pe­ri­ence of mush­room gon­do­las and a large scale Wonka hat; all leading upto the Wonda Candy Wall, which seems to be ex­tend­ing into in­fin­ity. Re­design Group, the de­sign brain for the project, seems to have taken a slice of our col­lec­tive imag­i­na­tion of a won­der­land and given it a phys­i­cal form. En­gag­ing the cus­tomer was an im­por­tant point of the store brief and in all the sec­tions, the cus­tomers can ac­tu­ally watch their candy, milk­shake or marsh­mal­lows be­ing made. An art lounge is all about cre­at­ing one’s own art­work. The ser­vice sec­tion where the

cup­cakes are iced is en­closed in glass for the cus­tomers to see the mouth wa­ter­ing cre­ations be­ing fin­ished. Cus­tom­ized can­dies, marsh­mal­lows and milk­shakes are on the menu. Also, when the kids frolic in their dream des­ti­na­tion, par­ents can re­lax over a cup of cof­fee at the cafe in-built in the store. The store does not have a tar­get con­sumer, they have some­thing for ev­ery­one. It clearly calls out ‘Come one, come all!’ The sales counters on both the floors are at the rear so that they do not in­trude into the flow of the ex­pe­ri­ence. The idea is that people do not come to this store with an agenda at hand. It is all about the jour­ney and the ex­pe­ri­ence from start to fin­ish and thereby the lo­ca­tion of the sales counter is jus­ti­fied. As for the light­ing, it does dif­fer based on the zones cre­ated in the store. Care was taken to brighten up the space wher­ever re­quired and dim the lights at places like the Wonka walk for an en­chanted ex­pe­ri­ence. Com­ple­ment­ing the theme, the fix­tures were also de­signed like-wise. Be­spoke light fix­tures were used across the store based on the re­quire­ments of the zones. On the first floor, the high ceil­ings of the open void sus­pend cir­cu­lar light fit­tings in dif­fer­ent sizes and colours. Candy­lawa is not a mere store, it is more of a story told through the flow of the space. This story rep­re­sents the fam­ily of Candy­lawa- its four mas­cots Mello, Sukar, Coco and Sprin­kle. These mas­cots are the iden­tity of the store and dwell on lit­tle noth­ings in the store as well. They stand as rep­re­sen­ta­tives of the brand and set it apart. At places in the store, they can be seen hang­ing from the ceil­ing, on skate­boards and on the mer­chan­dise as well, treat­ing the store as if it is their own home.

Sum­ming up the whole de­sign ob­jec­tive for the store, Ro­nan McCool, De­sign Head,

Re­design Group In­dia, says, “Our aim was to pro­vide the most co­her­ent de­sign for brand­ing in the form of lo­gos, shop front and sup­ple­men­tary graph­ics which stood out from com­pet­ing sig­nage, food and re­tail of­fer­ings and sim­i­lar ser­vice provider com­peti­tors. Our graphic de­signer worked closely with the in­te­rior de­sign team to jointly project the brand into the mar­ket with a me­thod­i­cal de­sign ap­proach. We cre­ated a story and de­vel­oped the rea­son why the brand is a stand-out against its com­peti­tors.”

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