Tak­ing on a fresh look at its new store at Sea­woods, Mum­bai, fash­ion re­tailer Globus’s in­tent was to adopt a dy­namic look that will cap­ture the imag­i­na­tion of the younger mar­ket whilst re­tain­ing the core Globus cus­tomer.

VM&RD - - Contents - Satarupa Chakraborty

Globus be­lieves that mil­len­ni­als want more from their shop­ping ex­pe­ri­ence than a white, func­tional box. They are look­ing for an im­mer­sive, vis­ually en­joy­able space, an all round shop­ping ex­pe­ri­ence that cel­e­brates style not only in the fash­ion on of­fer, but in the en­vi­ron­ment it is in. The vis­ual and func­tional in­tent is based on the in­sight that mod­ern In­dian shop­pers don’t want to de­cide be­tween Eastern and Western in­flu­ences. When asked on the need of change in the store de­sign con­cept, de­sign team of Globus ex­plained that it is Globus’s in­tent to adopt a dy­namic look that will cap­ture the imag­i­na­tion of the younger mar­ket whilst re­tain­ing the core Globus cus­tomer.

The first change that catches your eye upon en­ter­ing the new Globus store at Sea­woods, is the care­ful mix of greys as op­posed to the ear­lier-used fresh lime green. Eas­ier nav­i­ga­tion, bet­ter light­ing, and high end fix­tures con­tinue the rest of the de­sign story. A theme of na­ture is car­ried through­out the store without be­ing over-pow­er­ing. In­side the store, mod­ern In­dian aes­thet­ics are rep­re­sented by in­tri­cate metal wall hang­ings, lit up by con­tem­po­rary metal lights. Both cre­ate a dra­matic back drop for the dis­play of Globus’ fash­ion themes. The idea of metal is fur­ther ex­plored in cut-out, rus­tic metal signs through­out the store, a theme that con­trasts as well as en­hances the na­ture el­e­ments.

The 6400 sq ft store spread on a sin­gle level opens with 13 ft high Crit­tal wall win­dow with a lit podium for dis­play pur­poses. While the main sig­nage logo has LED acrylic

cut let­ters sus­pended from the ceil­ing. “Ear­lier we had back­ground, but now these let­ters are sus­pended with no back­ground to en­sure more open­ness,” men­tioned Deepak S Jad­hav, Project Head, Globus. The store uses dif­fer­ent ma­te­ri­als for their walls – MDF in the ac­ces­sories sec­tion, acrylic in the win­dow and Crit­tal wall in the menswear and wom­ens wear sec­tions. LED tem­per­a­tures have been changed too to add warmth in the store while LED fil­a­ments chan­de­liers’ are dif­fer­en­ti­ated from men’s to women’s sec­tion. The space uses three types of fix­tures – sin­gle rail, 2-way browser and nest­ing ta­bles.

“The store sports the most con­tem­po­rary looks and en­vi­ron­ment, and is on par with that of an In­ter­na­tional store. It has been de­signed, keep­ing in mind, the on­go­ing and the most pop­u­lar trends in the global re­tail in­dus­try,” con­cluded Vi­nay Nad­karni, CEO, Globus Stores

“The store is ded­i­cated to the cus­tomer who ap­pre­ci­ates in­ter­na­tional taste but loves their In­dian roots,” con­cluded Vi­nay Nad­karni, CEO, Globus Stores.

“We have also in­tro­duced stand­alone wall fix­tures that re­quire no sup­port from the ceil­ing thus al­low­ing more flex­i­bil­ity to move, around,” says Deepak S Jad­hav, Project Head, Globus.

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