Allen Solly

VM&RD - - CONTENTS - Mansi Lavsi

Allen Solly from the house of Madura Gar­ments has always strived to con­vey its iden­tity as an In­dian orig­i­nated brand of­fer­ing a re­tail ex­pe­ri­ence with a global out­look. Their new store at Con­naught Place, Delhi takes the re­tail ex­pe­ri­ence up a notch.

Spread over 3,000 sq. ft, the store grabs am­ple space to ex­press its iden­tity. Threads of Allen Solly sig­na­ture el­e­ments con­tinue in this store as well. The space is ex­plored through de­sign to give the cus­tomer a con­ve­nient Allen Solly ex­pe­ri­ence. Be­gin­ning from the fa­cade, the win­dows have el­e­vated dis­plays for bet­ter vis­i­bil­ity. It also adds to the pre­mium feel of the store on the high street. The VM at the win­dow takes a holis­tic ap­proach with the man­nequin pre­sen­ta­tion elab­o­rated with ac­ces­sories which are not from the house of Allen Solly. They give a com­plete look to the en­sem­ble which is sim­i­lar to the cus­tomer walk­ing into the store. The con­cept of price sig­nages on the win­dow dis­play is very Euro­pean. The win­dows de­void of a back­drop flaunt the store through the trans­paren­cies. The cus­tomer en­ters the store through a buf­fer space floored with the Allen Solly mas­cot in the mo­saic. This eases the cus­tomer’s en­try into the store. Once in­side the store, the mere scale of the space is de­signed to boast of the open­ness the space can af­ford. The pre­mium feel in­tended is now ev­i­dent. An elab­o­rate nest­ing ta­ble greets the cus­tomers which has been pre-thought to ac­com­mo­date any VM theme on board Allen Solly. The hint of green­ery in VM dis­plays lend a touch of per­son­al­i­sa­tion to the store. A clear dis­tinc­tion is seen in the dif­fer­ent de­part­ments of the store. The men’s sec­tion, women’s sec­tion and Solly Jeans -- all have have dis­tinct char­ac­ter­is­tics. Allen Solly sig­na­ture el­e­ments run­ning through the store bind them as a sin­gle en­tity. Start­ing with the men’s wear sec­tion on the ground floor, the store’s length moves deeper to show­case the Solly Jeans area. The men’s wear sec­tion as­serts its prime with the dou­ble height­ened vol­ume, am­ple brows­ing space and a seat­ing area as well. The zon­ing for this par­tic­u­lar sec­tion is quite strate­gic con­sid­er­ing the way males shop. It is right at the en­trance to the store which fa­cil­i­tates a quick shop­ping ex­pe­ri­ence. In such a sce­nario, the cre­ation of seat­ing space is ques­tion­able. VM plays a huge role in es­tab­lish­ing the Allen Solly iden­tity. The clip-on graph­ics on the wall and dis­play of props add life to the space. The way the floor­ing flows in the space is also a mark of the na­ture of the space. The men’s wear sec­tion with its pre­mium feel is floored

with Ka­jaria Lon­don Marfil tiles which changes to wooden her­ring bone floor­ing, in­di­cat­ing a move to­wards a ca­sual en­vi­ron­ment. The floor­ing in the Solly Jeans sec­tion is done up with Nitco grey tiles in a her­ring bone pat­tern with brass grout­ing. This ren­ders a rough feel to the space which is ac­tu­ally the re­quire­ment of a Solly Jeans at­mos­phere. The white painted ex­posed brick walls, the glass mo­saic floor­ing be­neath the nest­ing ta­ble, and the VM ac­cents draw a com­plete pic­ture of a run-down set­ting. Mov­ing to the mez­za­nine floor, the Allen Solly stag stares at you in its multi-lay­ered wooden avatar. The end of the stair­way ex­poses you to the women’s world at Allen Solly. An en­tire floor just for her! What more can she want? Once she’s done with brows­ing the col­lec­tion, a spa­cious the trial room area al­lows her to ex­plore her choices. The mir­ror studded aqua wall, the exclusive seat­ing area with con­sciously cho­sen mag­a­zines on the ta­ble, a few ac­ces­sories to com­ple­ment the out­fit -- all of them ren­der a com­pre­hen­sive ex­pe­ri­ence. The fact that the de­tails have been worked out con­sciously keep­ing the Solly Woman in mind, re­veals through the lit­tle de­tail­ing in­te­grated in the de­sign. Pretty photo frames and flow­ers cre­ate a girly am­bi­ence. Bas­kets for dump­ing clothes, racks for per­sonal be­long­ings in trial rooms cater to the minute re­quire­ments a cus­tomer might find help­ful. All in all, the store is done up in a way to cater to the var­ied ex­pec­ta­tions of its cus­tomers

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