Cen­tral

Cen­tral re­cently took its VM dis­plays a notch above by in­stalling ef­fi­gies of metal horses for their in-house brand RIG. The life size in­stal­la­tions are placed in Cen­tral stores in Delhi and Ban­ga­lore.

VMRD - - Contents -

Multibrand fash­ion re­tailer from Fu­ture Group, Cen­tral re­cently chose metaphor­i­cal artis­tic in­stal­la­tions as VM dis­plays for their in-house brand RIG. Trans­form­ing the brand’s ide­ol­ogy into th­ese in­ter­est­ing metal art­work, Delhi-based artist Swami Anand Tirth has de­signed and con­cep­tu­al­ized the in­stal­la­tions. Apart from the life-size in­stal­la­tions, there are also smaller ta­ble top el­e­ments con­ceived dif­fer­ently for other Cen­tral stores and are in the phase of rolling out. By the year end, Cen­tral should have dif­fer­ent life sized ones across 15-20 key stores and the smaller ver­sions in other stores.On lo­gis­ti­cal and other chal­lenges, Na­gar­wal adds that they had to de­sign th­ese ob­jects keep­ing trans­porta­tion lim­i­ta­tions in mind. “In fact, we faced is­sues with our ini­tial ideas and then had to al­ter the de­sign ac­cord­ingly. Now, we are work­ing on the process of pro­duc­ing many of them as we have plans to in­stall them in al­most all stores in a lim­ited span of time.”

Satarupa Chakraborty

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