Van Heusen

A store which you’ve vis­ited nu­mer­ous times can make you think “it’s dif­fer­ent” and have you fall in love with it all over again. The new Van Heusen iden­tity donned by one of its Con­naught Place stores, takes the cus­tomer into a revamped world of Van Heus

VM&RD - - CONTENTS -

Madura Fash­ion and Life­style is cur­rently on an up­grade spree for its brands and their iden­ti­ties. Louis Philippe, Allen Solly and now Van Heusen- are pro­gress­ing to of­fer bet­ter ex­pe­ri­ence for their cus­tomer and all of them choos­ing Con­naught Place as the apt lo­ca­tion to be­gin. The new Van Heusen façade sports the VH logo, an im­agery seen for the first time at the brand’s store. This ges­ture it­self sig­ni­fies the change to follow. The en­tire façade is done up in pewter, a ma­te­rial im­ported from China, which poses as an in­di­ca­tion of an im­proved im­age to be por­trayed. With Con­naught Place be­ing a high foot­fall zone, the buf­fer space cre­ated by the re­cessed doors pro­vides ex­clu­sive tran­si­tion area for the cus­tomers. Once the shop­pers move past the wel­com­ing en­trance, a dou­ble heighted space greets them . En­ter­ing the store, it is hard to miss an elab­o­rate nest­ing ta­ble which forms a com­plete pic­ture with the modernist chan­de­lier sprin­kled with greens, hang­ing low on it. Re­tail stores are de­signed to cre­ate an im­age that not only im­presses the shop­per, but act as a pow­er­ful re­call fac­tor for the brand. At the new Van Heusen store, the first im­pres­sion that the brand wanted to cre­ate was of a pol­ished en­tity. The mod­ern touch is at­tempted to be ex­pressed through the warmth of wood and the el­e­gance of stain­less steel. El­e­ments from

the façade have been brought into the store de­sign, which in­cludes the use of pewter in the stair­case. It also brings about a bal­ance in the colour pal­ette of the store with the stark use of black. Speak­ing about this new iden­tity, San­deep Gana­p­a­thy, Re­tail Di­rec­tor, Van Heusen said, “When a store un­der­goes a re­vamp, a cru­cial con­sid­er­a­tion has to be its life­span. With the kind of in­vest­ment that goes in, the de­sign state­ment has to be a last­ing one, for say five years or so. The de­sign has to

be planned ac­cord­ingly.” Crafted to be­come a sig­na­ture de­sign el­e­ment, , the ‘di­a­mond wall’ which the brand fondly calls the stair­case wall acts as the showstopper. Crafted from MDF, the white di­a­mond wall is an assem­bly of 8x4 pieces which re­peat them­selves all across the wall. The asym­met­ri­cal com­po­si­tion acts as a fo­cus fac­tor, where the back­lit ef­fect adds a classy touch to the space. Even with its strik­ing de­meanor, the di­a­mond wall fits per­fectly in the seam­less de­sign struc­ture of the store and acts as the ul­ti­mate re­call fac­tor in the space. The new iden­tity at Van Heusen comes with the con­cept of a flex­i­ble de­sign where all sub-brands co-ex­ist to present the store as a sin­gu­lar iden­tity. How­ever, the sub-brands do not lose out on their in­di­vid­ual character and VM acts as a vi­tal as­pect to support the same. An im­por­tant de­sign con­sid­er­a­tion of the new store is the con­cept of cross­mer­chan­dis­ing, where all the sec­tions in the store are de­signed with the same ap­proach

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