Up­ping The GAS Quo­tient

VM&RD - - RETAIL TRENDS -

While GAS un­veiled a new store, it came with a new flag­ship con­cept for the brand. It stands as a com­mu­ni­ca­tion touch point of a sim­ple, orig­i­nal and ver­sa­tile life­style. With the store lo­cated at the court­yard junc­tion in High Street Phoenix, Mumbai, the lo­ca­tion had enough po­ten­tial for the store to ex­plore the depths of de­sign ge­nius.

As­tore ex­pe­ri­ence be­gins much be­fore the cus­tomers en­ter the store. The idea of the brand and re­call fac­tor play in their mind and meet the phys­i­cal touch point at the store façade. This façade has in its power, to en­hance, re­tain or mar the im­age in the cus­tomer’s mind. Although lo­cated in a mall, with a court­yard pres­ence, the new GAS store has the luxury to have a façade like on a high street. Wild imag­i­na­tion was used keep­ing the brand iden­tity in con­sid­er­a­tion and the façade we see now, man­i­fested. The store en­joys good visibility in its prime lo­ca­tion, and the façade is the claim to fame for the store and a cen­tre of at­trac­tion for the mall. The store front de­sign has cus­tom per­fo­rated “GAS” logo metal sheet through­out. The in and out curved per­fo­rated metal pan­els cre­ate a wave pat­tern ef­fect. The brightly lit up boxes in the back­ground ac­cen­tu­ate the GAS logo per­fo­ra­tions. The real chal­lenge was the ex­e­cu­tion amidst the her­itage struc­ture. To achieve the de­sired fin­ish; the idea was to bring ev­ery­thing fac­tory made (off-site) and in­stall it at the site. Thor­ough plan­ning en­sured that ev­ery nook and cor­ner was doc­u­mented and ac­cord­ingly ev­ery panel was cus­tomised (even though mod­u­lar). As a re­sult, it gives a monolithic ef­fect and does jus­tice to the look and feel of the store­front. The fact that th­ese metal sheets are cus­tom­made is very ap­par­ent through the minute GAS lo­gos cut out in each of them. The store in­te­ri­ors dwell on a dual lan­guage. The con­crete floor, con­crete walls, rustic wood, are all el­e­ments which ad­vo­cate an industrial look for the store. At the same time, the store be­ing the phys­i­cal face of a pre­mium brand ex­udes a pre­mium look with the glossy white lac­quered pan­els, wooden floor­ing and the wide span­ning mir­rors. Although two styles co-ex­ist in the store, the trans­for­ma­tion is ab­so­lutely seam­less which ren­ders a unique de­sign iden­tity of the store. The en­tire store has a monolithic shade of blue-black paint fin­ish that’s unique to the GAS store con­cept. This dark shade cre­ates back­ground for the white painted wave wall that en­hances the mer­chan­dise. All glass shelves are lit with LED and add to the drama in the store, while task light­ing through­out the store en­riches the store ap­peal. Be­ing the touch point of a flag­ship ex­pe­ri­ence, the bud­get was not a bar­rier. It gave way to cus­tomis­ing and cre­at­ing new el­e­ments

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