Royal En­field

Royal En­field, syn­ony­mous with a bik­ing legacy in In­dia, is at par with global com­pe­ti­tion in the realm of bik­ers. The new Royal En­field store is a step to mov­ing for­ward with a di­ver­si­fied cus­tomer base and in­creased re­tail pres­ence.

VM&RD - - CONTENTS - Mansi Lavsi

The art of ‘Pure Mo­tor­cy­cling’ was the gist be­hind cre­at­ing the store. It was the core of the de­sign brief. A re­newed po­si­tion­ing was de­vised to es­tab­lish im­pact­ful touch points. With this brief and the cre­ative in­flux of Lo­tus Inc., a garage-like space emerged which re­sem­bles a mo­tor­cy­cling enthusiast’s home. A throw­back into Royal En­field’s his­tory is served on a new plate. A brand ex­pe­ri­ence is some­thing Royal En­field is known for. The same was to be show­cased at the re­tail touch­point to en­liven the ex­pe­ri­ence. A clean space to call it a show­room and a rus­tic en­vi­ron­ment to por­tray a garage; both char­ac­ters bal­ance out in the store to com­pel an invit­ing decor. The cus­tomer, from the mo­ment he steps in, has to re­alise and be a part of the Royal En­field syn­drome at all points of his jour­ney. Lo­tus Inc. has cu­rated an ex­pe­ri­ence rather than a de­sign. “Tak­ing off from the idea of ‘pure mo­tor­cy­cling’, we en­vis­aged a space where a mo­tor­cy­cling enthusiast would live, work and play -- the idea of liv­ing in the garage. The space was based around a character and how this per­son would ex­pe­ri­ence the space, what kind of fur­ni­ture would he have in his house. Would he put up art? If yes, what kind? Ask­ing th­ese ques­tions and an­swer­ing them helped us ar­rive at a lot of ideas for the ex­pe­ri­ence,” says Am­br­ish Arora of Lo­tus Inc. To ren­der the de­sired am­bi­ence, a monchrome pal­ette was cho­sen with grey as the ob­vi­ous shade. The ex­te­rior as well dresses up in grey to give an idea of a rough look with the Royal En­field sig­nage high­light­ing in red back-lit neon. The in­te­ri­ors, a con­tin­u­a­tion of the fa­cade in­tro­duc­tion give an in­stant vibe of a mo­tor­cy­clist’s garage which works to meet a dual pur­pose of his liv­ing sit­u­a­tion. The most strik­ing fea­ture which a sure shot in­ter­pre­ta­tion of the look and feel in­tended, comes through the re­flec­tor light fix­tures.

Quite a sig­na­ture el­e­ment to have the Royal En­field iden­tity recog­nised. A holis­tic store which showcases bikes, ac­ces­sories and in­ter­ac­tion spa­ces man­i­fests as a store as well as an ex­pe­ri­ence cen­tre for the brand. The store is zoned ac­cord­ing to the mo­tor­cy­cles on dis­play. Each zone brings out the char­ac­ter­is­tic the bike stands for. The café racer zone talks about the sense of com­mu­nity, the thun­der­bird zone tells the story of the trav­eller, the clas­sic zones de­picts the vin­tage legacy and the bul­let zone cel­e­brates the brand’s most loved bike. The Bul­let is at the heart of the brand and en­joys the long­est pro­duc­tion run of all time for the brand; true story! The space presents as a liv­ing zone with dif­fer­ent liv­ing pock­ets ex­press­ing a way of life. A din­ing like space cre­ated is en­dowed with a com­mu­nity ta­ble; the liv­ing room area of sorts pro­poses com­fort seat­ing and many other seat­ing spa­ces as points of cus­tomer in­ter­ac­tion. It were th­ese points that po­si­tion the store and thereby the brand in the cus­tomer’s mind. The grey rough fin­ished walls are over­laid with bike parts to add to the grunge look. A bike part assem­bly on one of the walls cre­ates an ab­stract montage of the bike form. Posters de­pict­ing a bik­ing cul­ture, the

sub­tle in­fu­sion of the colour red, a chan­de­lier of sorts made out of bike head­lights on the com­mu­nity ta­ble are all ac­cents of a garage setup which trans­lates to a store. The rich­ness of the brand has to come through, through the rugged ap­peal of the space. The vin­tage pan­el­ing with gold mold­ings on the trial room walls, the gold band (which is de­rived from the new brand iden­tity for Royal En­field) run­ning through the store and small de­tails like the em­bossed brass pegs in the change rooms are lit­tle noth­ings which may go un­no­ticed but do a great deal in back­ing the bounty the store stands for. The first look into the store gives a sense of ‘too much on board’. This overt ex­pres­sion of filling the space where the prod­uct -- the bike -- is not the cen­tre of at­ten­tion might be an at­tempt of an in­tro­duc­tory ex­pe­ri­ence lead­ing to the prod­uct or an at­tempt to cre­ate an in­te­grated ex­pe­ri­ence where the prod­uct is not meant to be sep­a­rated from the jour­ney. The cus­tomer is the best judge here.

IN­DIAN DE­SIGN

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