Curated For Omni Channel
Brand Roadster Life Co., from the private label portfolio of Myntra, has been showing great potential in terms of its overall contribution to Myntra and its aggressive growth year on year. It therefore made good business strategy for Myntra to use brand Roadster Life Co. to debut into the omnichannel store domain. With its strength in technology and user experience, it made logical sense to bring its Fashion Quotient and Tech strength together in a tactile physical store.
The futuristic store spread over 4000 sft combines the accessibility of touch-and-feel along with integrating technology like
never before in order to achieve maximum customer engagement.
The technology driven experiential store is loaded onto two floors - the ground floor focuses more on creating a unique customer engagement through environment design and game changing futuristic technology while the first floor focuses on presenting the fashion offerings.
Technology is the backbone of this futuristic store experience and the store concept does have quite a few ‘firsts’ in the Indian retail marketplace. The first customer touch point is the LED façade which displays dynamic content throughout the day showcasing pictures from the selfie zone and live streams events from inside the store.
A video wall, controlled by shoppers through a futuristic, multitaction touch-interface to communicates the brand story, showcase the intricate details of Roadster products and keep fashion seeking customers updated on key international trends. The multitaction interactive interface is a revolutionary optical technology that supports unlimited touch points and scalability along with object recognition. The interactive surface allows the Roadster customers to explore the brand more via interesting games, browsing looks, travelling to different destinations and the option to shop as well. The video wall brings everything customers do on the multitaction surface alive. It also creates a visual extension of the store. The Virtual Reality zone with specified VR content sets an immediate dialogue between the customers and the brand. The green screen technology (Chroma) also makes a debut on the Indian retail landscape for the first time. Customers get a chance to pose and get their picture clicked in the front of the Pyramids of Giza and many more destinations at the click of a button. They can get these pictures on their smartphone for sharing it on social media or just as memories.
Sapient Razorfish Singapore team in partnership with Xenium Digital India have deployed the best-in-class digital technologies and engaging content at this tech driven flagship of Roadster Life Co.
The installation of a unique ‘Scan & Go’ purchase mechanism allows shoppers to add their favourites to their shopping cart on the Myntra App, doing away with shopping bags, checkout counters or billing queues.
The store concept, created to house all the technology and create an inspiring environment fort the brand, is based on a garage look to bring out the brand’s inherent connection with the road. This is interestingly interpreted with elements inspired from a garage like tyres and garage tools. Individual brand stories are crafted through engaging VM displays through digital and non-digital props.
To further stretch the rugged road-inspired storytelling, the mannequins bear the distressed look while a ‘deconstructed’ bike is suspended from the double height area adds to the drama. Visuals framed in raw wood and metal add to the concept’s visualization. Fitting rooms in a distressed workshop theme house well-lit spaces for a physical store brand ritual – the trial and fitting of fashion.
The store design palette is a combination of micro concrete flooring and stripped down
ceiling with raw wood highlights. The store fixtures have interesting elements like raw wood & metal with welding marks, corrugated sheets and OSB board puck system. A touch of this theme is extended into service areas with a burn branded logo and vice pressed messages on wooden nested table.
For brand Myntra, the Roadster Life Co.’s curated offline experience is an important milestone for their private label business to succeed by helping increase margins and business sustainability