male id

Tier-2 cities of Andhra Pradesh are in for a vis­ual treat. Male ID, a men’s wear la­bel of Kalanikethan Silks Pvt. Ltd.,in the multi-brand men’s fash­ion seg­ment , is all set to make its mark with a new store in Ra­jah­mundry, Andhra Pradesh. This 5000 sq ft

VM&RD - - CONTENTS - Mansi Lavsi

Male ID was con­cep­tu­al­ized to cater to the male au­di­ence re­sid­ing in tier-2 cities of Andhra Pradesh. The idea was to of­fer a pre­mium shop­ping ex­pe­ri­ence to the mass cat­e­gory con­sumers. Male Id flaunts the con­cept with its sig­na­ture logo- a mous­tache. The mous­tache bla­tantly ex­presses the na­ture of the store un­der­lin­ing the fact that it’s a men’s store. Also, it por­trays a ca­sual vibe for the store. A huge mous­tache made from nuts and bolts draws im­me­di­ate at­ten­tion upon en­try into the store. It speaks of a rus­tic qual­ity which the store wants to show­case. Thus, a mas­cu­line store with rus­tic el­e­ments, yet re­flect­ing so­phis­ti­ca­tion, is what the store is all about. A min­i­mal­ist ap­proach was fol­lowed for the store front de­sign. It chose to play low-key dur­ing the day with a sim­ple fa­cade with the ground floor sport­ing only dis­play win­dows. The first floor flashes the Male ID logo on an opaque glass. The fa­cade trans­forms at night with the light­ing ef­fects it adopts. The store front as well in­te­rior de­sign is based on the likes suited to the tar­get cus­tomer seg­ment. The store had the ad­van­tage of the space ex­panse it could use to cre­ate the de­sired ex­pe­ri­ence. So it was main­tained as spa­cious and open as pos­si­ble to lay em­pha­sis on the pre­mium feel. White floor­ing and a ceil­ing height of 10.5 feet clearly spell out grandeur. Fix­tures cre­ated from stain­less steel con­trib­ute to an in­ter­na­tional look. With the ca­sual tone of the mer­chan­dise of­fered at Male ID, the youth con­sti­tutes a ma­jor seg­ment of the cus­tomer base. Given that, the store was de­signed to con­vey a boy­ish feel rather than a manly one. Thus, vis­ual mer­chan­dis­ing tac­tics sprawl all over the store to bring out this fac­tor. The ceil­ing height sure brings out the grand touch of the store. At the same time, it is uti­lized ef­fec­tively to dis­play trendy bot­toms at the store. Man­nequin bot­toms are sus­pended from the ceil­ing and made to wear new bot­toms’ styles housed at the store. Also, the but­toned ceil­ing is cre­ated as an ac­knowl­edg­ment of sig­na­ture men’s cloth­ing. The dis­play sta­tions put up in the store are a blend of wood and steel. In­no­va­tion flour­ishes in the de­sign of all the dis­plays. They do not fol­low the same de­sign yet main­tain the lan­guage set by the store. The wall dis­plays ex­hibit unique char­ac­ter­is­tics as well. The com­bi­na­tion of wood and steel in the store brings out the raw­ness of the store with a so­phis­ti­cated tex­ture. VM plays a huge role and

is one of the im­por­tant at­trac­tion fac­tors at the store. The way the mer­chan­dise is dis­played is quite un­usual and draws eyes to­wards it. “VM is all about cre­at­ing vis­ual dis­plays and ar­rang­ing mer­chan­dise as­sort­ments within a store to im­prove the lay­out and pre­sen­ta­tion and to in­crease traf­fic and sales. We had to keep in mind the avail­abil­ity of the size, colour pref­er­ences, ex­pe­ri­ence de­sign, and other re­lated fac­tors.VM trends are con­stantly fluc­tu­at­ing be­cause re­tail is al­ways chang­ing. The chal­lenge for re­tail­ers is to re­act to the evolv­ing needs and wants of their cus­tomers. Vis­ual el­e­ments in a re­tail store have al­ways been very im­por­tant in at­tract­ing and keep­ing con­sumers,”

says Madhu Puli­pati, Eye Catch In­te­ri­ors, who have cu­rated the store from scratch. To as­sert the raw na­ture of the store, ma­te­rial like GI pipes, mo­tor­cy­cle chains and raw wa­ter valves were im­bibed in the de­sign fea­tures. These in­tri­ca­cies and the over­all ap­proach to­wards de­sign, pointed out the store’s sen­si­tiv­ity to­wards its tar­get cus­tomers. What was pri­or­ity on the de­sign check­list was the kind of am­bi­ence that would sell to the cus­tomers,

“The idea was to cater the au­di­ence which lives on de­sires to be raw and rough with a ma­cho at­ti­tude. The de­sire to look strong and yet crude,” in­puts Madhu. The light­ing of the store was quite an ob­vi­ous choice. Stronger lights were used on prod­uct dis­plays to lay em­pha­sis on them and the

path­ways were min­i­mally lit to en­sure a com­plete ex­pe­ri­ence. The light fix­tures are more an aes­thetic choice rather than func­tional. These printed light boxes cater to the ca­sual na­ture. The store in­te­ri­ors and VM stand as per­son­i­fi­ca­tion of the brand’s mes­sage. It is cu­rated to take its tar­get cus­tomer i.e. the mass seg­ment to a higher level of shop­ping ex­pe­ri­ence than what they are used to. Male ID strongly be­lieves in its mo­tives and plans to spread to other tier-2 cities of Andhra Pradesh soon

In­te­rior De­signer Madhu Puli­pati, Eye Catch In­te­ri­ors Shop Fit­tings Rocky Steel

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