The 1200 sq ft Neos Store at Su­rat is a de­sign story stemmed from the pas­sion for run­ning. Cat­a­lyst De­sign mapped the space care­fully in an in­for­mal de­sign lan­guage.

VM&RD - - Contents - Satarupa Chakraborty

Run­ning to­day is not only a form of sport but a reli­gion. This idea may have prompted WSF Group when they opened Neos Store at Su­rat’s VR Mall amongst their many sports­wear stores in In­dia. Re­spon­si­ble to ex­e­cute the store de­sign and VM of the store, Jags Rawat of Cat­a­lyst De­sign, ex­plained, “The brief was to cre­ate one of its kind run­ning spe­cial­ity multi-brand chain that con­nects with run­ners and pro­vides them holis­tic so­lu­tions un­der one roof.”

In or­der to make the space more invit­ing, the store has taken the open façade ap­proach to make the en­trance more invit­ing and win­dows more ac­ces­si­ble. The sig­nage in 3D box let­ter with LED back-lit is aimed to stand out from the other stores in the mall. The en­gage podium with body forms in run­ning pos­ture at the cen­ter of the store de­mar­cates the store into footwear and ap­parel zone and also works as a nav­i­ga­tor for the con­sumers. The open ap­proach pre­vails through­out the store, where exposed ceil­ing, un­fin­ished brick wall, open back fix­tures with per­fo­ra­tion cre­ates a space which can breathe. In short, the store res­onates with ev­ery run­ner’s mind­set.

“Be­ing the key cat­e­gory, we have strate­gi­cally placed footwear on the left­hand side wall, as it was the most vis­i­ble & spa­cious zone of the store. The footwear wall has been fur­ther de­mar­cated by brands. Women have a sep­a­rate zone near the rear end of the wall. The back-lit header calls out the brand mix. The ap­parel has been dis­played on the right-hand side of the wall, con­sid­er­ing the prox­im­ity to trial room. The ac­ces­sory wall is in prox­im­ity of the cash counter to in­duce im­pulse buy­ing,” added Rawat.

To cre­ate a raw and in­dus­trial look, the store walls were dripped with POP and carved man­u­ally for a week to cre­ate the un­fin­ished brick wall look. The floor­ing is polished con­crete vit­ri­fied tiles with white floor mark­ing of run­ning tracks, which re­minds cus­tomers of their favourite sport. The floor mark­ings have been cre­ated with rub­ber paint for fin­ish and sus­te­nance. “We have kept the ceil­ing exposed to com­pli­ment the sur­round­ing and have painted the ceil­ing in dark grey colour to min­i­mize the vis­i­bil­ity of chill pipe and another elec­tri­cal line,” Rawat added. To weave the mod­u­lar de­sign story fur­ther, the fix­tures are kept lean made of per­fo­rated metal sheet with the mod­u­lar chan­nel to cre­ate sev­eral dif­fer­ent pre­sen­ta­tions. The glo­ri­fier box has been strate­gi­cally placed one per brand to call out the brand story while the footwear seat­ing unit has been cre­ated in the shape of jump­ing block found in the gym.

The shoe pedestals carry shoes from the dif­fer­ent brands that show­case and dis­plays the en­tire eco-sys­tem and range of prod­ucts on of­fer. The right-hand side win­dow has three per­fo­rated metal pedestal with neon tube light in­side it which is made to talk about the key prod­uct/brand story of the month.

The cash counter is made up of the cir­cu­lar per­fo­rated metal sheet with acrylic CNC cut Neos logo on top of it. As the back of the cash counter also serves the op­por­tu­nity to draw con­sumer at­ten­tion, we have painted the Su­rat city map on cash back area with the lo­ca­tion of the store marked on it,” Rawat said

Fix­tures R.R. In­te­ri­ors Lights Fo­cus Light­ing & Fix­tures Pvt Ltd Props Cat­a­lyst De­sign

Ka­mal Wad­hwa­nia, Owner, NEOS, says “NEOS was in­cepted as a re­sult of the ev­er­grow­ing need in the mar­ket­place for sports multi-brand out­let that of­fers pre­mium prod­ucts from all niche brands un­der one roof. With en­er­getic and new- age look and feel of the store, we hope to in­spire our con­sumers to­wards healthy way of life.”

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