CON­CEPT STORES IN MALLS

Shopping Center News - - COVER STORY -

Ar­row’s

con­cept her­itage store in High Street Phoenix Mumbai was in­au­gu­rated in June 2018 and serves to map the cus­tomer’s in-store jour­ney with an el­e­gantly pre­sented time­line of key events and in­no­va­tions in the brand’s his­tory. In liv­ing up to the brand’s rep­u­ta­tion as an ex­pert shirt-maker, the store has a ͤnely cu­rated ‘shirt bar’, which dis­plays the ex­ten­sive range of Ar­row shirts.

Go­drej’s In­dia Cir­cus

re­cently launched its ͤrst store at lux­ury mall Pal­la­dium Mall, Chen­nai. The decor of this new ex­pe­ri­ence store ren­ders a con­tem­po­rary feel of the ‘Cir­cus’. The shoe­box store of al­most 700 sq. ft. is a lin­ear cuboid with 16’ high walls, painted part white and part char­coal, the lat­ter colour con­tin­u­ing on the ceil­ing, which is a melee of lay­ered ser­vices, all coloured in char­coal too. Apart from the white track lights and sus­pended lights, the ceil­ing also houses sus­pended wall­pa­per frames and clus­ters of Moroc­can lights.

Ce­lio*’s

one-of-a-kind con­cept store in LuLu Mall, Kochi, is in­spired by the Parisian de­sign val­ues of the brand. The store is aes­thet­i­cally de­signed us­ing min­i­mal­is­tic set­tings us­ing metal and wood for ma­jor ͤt­tings and ͤx­tures. The store dons an edgy look with a ce­ment floor and open ar­chi­tec­ture re­sem­bling a loft. The store has cre­ated a rugged white­washed brick wall to show­case the lat­est denim col­lec­tion. The brand has also added sub­tle el­e­ments such as books, rugs, plants and cush­ions to cre­ate a vi­brant yet com­fort­ing at­mos­phere at the store.

AND Flag­ship Store

in DLF Mall of In­dia is in­spired by the New York style of liv­ing for the modern woman. The store has a French-win­dow style fore­front which leads into an en­vi­ron­ment that de­liv­ers a con­gru­ent in-store ex­pe­ri­ence. A lux­u­ri­ous home in­te­rior pal­ette, aug­mented with black and white tones in bold pat­terns across dif­fer­ent zones. Fix­tures and ser­vices in the store are as deͤned as the New York char­ac­ter of the store. The printed im­agery of Hol­ly­wood stars, framed fash­ion shoots and style tips com­bined with min­i­mal­is­tic VM give the store a very in­ter­na­tional feel.

Heads Up For Tails

is yet an­other brand which is vouch­ing for the promis­ing fu­ture of con­cept-based re­tail­ing in In­dia. Apart from be­ing present on a num­ber of high streets, one can ͤnd Heads Up For Tails in DLF Mall of In­dia in Noida. The startup makes a line of up­scale, util­ity-based prod­ucts for pets with a strong focus on de­sign. This in­cludes prod­ucts such as dog beds, ap­parel, col­lars, ac­ces­sories, toys, groom­ing prod­ucts, treats, as well as a line for pet lovers. There is also a strong focus on cus­tomi­sa­tion and per­son­al­i­sa­tion based on what the cus­tomer is look­ing for.

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