Creatic­ity Cam­pus for the Com­mu­nity

Cam­pus for the Com­mu­nity

VMRD - - Contents - Chanda P Ku­mar

A charm­ing open air struc­ture dot­ted with stores, pubs, restau­rants, sport­ing are­nas, art gallery, am­phithe­atre and more... Ishanya Mall has shed its typ­i­cal mall image and evolved into a cre­ative liv­ing cam­pus for Puneites.

Now this is not a story of a re­vamped re­tail en­vi­ron­ment, but the be­gin­ning of whole new re­tail ecosys­tem that is unique to the country, cen­tred around the theme of ‘Cre­ativ­ity’.

Mov­ing back some years ago, Deepak Fer­tilis­ers and Petro­chem­i­cals Cor­po­ra­tion Lim­ited (DFPCL) which un­veiled Ishanya Mall in Pune was pop­u­lar as the fur­ni­ture & home decor mall. A one-stop-shop for do­ing up your homes. Although it wit­nessed steady growth, it was yet to see its full po­ten­tial. By re­tail­ing in the niche cat­e­gory of home im­prove­ment, the mall took on a tired old look over the decade with de­cline in foot­falls.

Pulling along for a decade, Ishanya Mall was strug­gling as a life­less space with­out any vi­brancy which it meant to have. Put­ting life back to this 10 acre prop­erty, the idea of a cre­ative liv­ing cam­pus kicked in. Ma­hesh C, CEO of Creatic­ity with his team and de­sign agency Id­iom came up with the con­cept of cre­at­ing var­i­ous cities (zones) in one cam­pus. Creatic­ity was con­cep­tu­alised to be more than a mall - an ecosys­tem that bring out the cre­ativ­ity of the city & its peo­ple, en­cour­ag­ing them to co-cre­ate and ex­press them­selves. Creatic­ity aims to pro­vide a plat­form where one can ex­press, en­gage and ex­plore their cre­ative side through core el­e­ments such as make, eat, play, cre­ate, learn and sing. The ex­pan­sive cam­pus has many cities (zones) which in­clude Home City, Food City, Sport City, Cul­ture City, Art City and Edu City.

Un­mak­ing of a mall

After a lot of re­search, in­ter­views with cus­tomers and employees, re­tail­ers & brands, the con­cept was ul­ti­mately nar­rowed down to joy of cre­ation. Ear­lier the dif­fer­ent ar­eas were called by build­ing num­bers like ar­cade 1 or ar­cade 2, but the team at Creatic­ity hu­man­ised the space and cre­ated zones like land­marks such as the Foyer, Gar­den Court or Clock Tower.

Un­like a con­ven­tional mall set­ting that bring in the masses, Creatic­ity de­fines its au­di­ence as the sec­tion of the so­ci­ety that val­ues cre­ativ­ity, which could be any­thing from a home­maker try­ing to cre­ate the best in her liv­ing space to the up­com­ing singing tal­ent of the country or the art en­thu­si­ast want­ing to learn a new medium.

Tech­nol­ogy in Play

Creatic­ity at­tempts to map & ob­serve the cus­tomer jour­neys in­side the mall, and en­gage with the cus­tomer at ev­ery point in­side & out­side the mall. Pow­ered with some lat­est tech­nol­ogy and an up­com­ing app, the sys­tem starts ob­serv­ing the cus­tomer, the mo­ment she/he en­ters the mall, it as­sists and en­gages with the cus­tomer at ev­ery point, be it park­ing, at re­tail stores, or F&B out­lets or if the cus­tomer is at some work­shop at the am­phithe­atre.

All these cus­tomer be­hav­iour in­for­ma­tion are sliced and diced to gen­er­ate some se­ri­ous cus­tomer an­a­lyt­ics & in­sights. The cam­pus in­tends to see the full scale roll­out some­time in sec­ond quar­ter of the fi­nan­cial year.

Vis­ual treat­ment at its best

The unique open mall struc­ture, ex­ist­ing since 10 yrs, came with its ben­e­fits of not box­ing in peo­ple in a con­ven­tion mall like shell. To­day the space is pep­pered with foun­tains, green patches, liv­ing ex­hibits and art cor­ners, the multi-lay­ered cam­pus is fun to ex­plore. The vis­ual strat­egy was to cre­ate spa­ces where peo­ple lin­gered longer and not just to shop & go. Tar­geted to­wards se­ri­ous buy­ers as well as the ones who are set­ting their first homes & new be­gin­nings, the mer­chan­dise pre­sen­ta­tion show­cases an en­tire range for peo­ple to grow in their life­style

as­pi­ra­tions. So the space is fash­ioned in a way that peo­ple are en­ticed to walk through all col­lec­tions, un­like clus­ter­ing cat­e­gories like din­ing sets, beds, so­fas, etc. The vis­ual mer­chan­dis­ing strat­egy gives more ideas to mix and match mer­chan­dise, where the vi­su­als talks to shop­pers and not into hard sell­ing. Adding the glam­our quo­tient to fur­ni­ture, Creatic­ity is also com­ing up with look books, not to be mis­taken with cat­a­logues, as this cre­ates a desire for bet­ter de­sign and al­low­ing cus­tomers to think about home decor. The VM team spear­headed by Sanadiip Maz­zum­dar have worked on lo­cal adap­tion for brands like Ash­ley (as they have their set dis­play rules), to In­di­anise them in terms of mer­chan­dise & as­sort­ment plan­ning. With all this, Creatic­ity will soon not only be known for its great home im­prove­ment so­lu­tions but a thriv­ing hang­out for Puneites.

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