SOMANY CERAMICS CREATING STYLES WITH TILES
Somany Ceramics creates yet another experience centre in Bangalore and redefines their brand legacy with tiles, bathroom and sanitaryware. Designed by Bangalore-based design agency, Four Dimensions, the 7000-sq ft plus space adds a new definition to Somany’s experience centre repertoire of 20 odd such spaces across the country.
Somany Ceramics, founded by HL Somany in 1969, is a prominent leader in the Indian tiles sector today with its successful operations in India, Africa, the Middle East, the United Kingdom and Russia. Their success has been built on design, quality and durability in all types of tiles, wall claddings, sanitary ware, bathroom fittings and state-of-the-art tile laying solutions. Their manufacturing plants in Kadi (Gujarat) and Kassar (Haryana) churn out a staggering 60 million sqm of tile solutions annually to cater to the growing demand.
To consolidate, update and upgrade its brand experience, Somany set out to reimagine its experience centre concept. Four Dimensions Retail Design was commissioned to design and deploy the new scheme in a 7210 square feet space in Bangalore.
A unique architectural language, using construction materials like rough stone, chip board and RCC rods with gold finished binding wire, is deployed to represent the start of something beautiful in constructing a dream. This language is taken into large customised fabric pendant lights that feature Somany’s luxury tile prints on them.
The customer journey is designed to start at a brand ‘concierge zone’ where the evolution of brand Somany Ceramics and the philosophy they have stood for is presented in an inspiring phy-gital wall installation. A combination of digital screens, deconstructed tile materials and stylized tile tool installations help tell the story of the brand, its commitment and celebrity user testimonials with great panache. All the imagery and communication are printed on Somany tiles to give an authentic touch to the story telling. To ensure the engagement with the brand is ‘friendly, knowledgeable and consultative’, a tile touch table, an interactive tile display and a digital tile visualizer are placed as key interactive points in the customer journey.
Charu Malhotra, General Manager – Marketing, Somany Ceramics
We have about 20 more experience centres across the country and the recent Bangalore centre is one of the largest ones. We don’t sell our products from these outlets, instead create ultimate customer journey as well as involvement. We have worked with different design agencies for our experience centres and interestingly, we have achieved different design viewpoints for each one.