Creaticity Campus for the Community
Campus for the Community
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.