South In­dia Shopping Mall

VMRD - - Contents - Satarupa Chakraborty

What hap­pens when a fam­ily-op­er­ated store for­mat takes a re­fresh­ing de­sign look to el­e­vate the re­tail ex­pe­ri­ence? Well, check out South In­dia Shopping Mall’s lat­est store at Ban­ga­lore’s pre­mium White­field Road, pre­sent­ing a strate­gic mix of global and lo­cal with its 4000 sq ft space de­signed by the Chen­nai-based ar­chi­tec­tural agency Saran As­so­ciates.

Afavourite brand name in south In­dia, with around 18 stores across Andhra Pradesh, Te­lan­gana and Kar­nataka, South In­dia Shopping Mall is el­e­vat­ing their show­case with a re­fresh­ing de­sign ID for their White­field store in Ban­ga­lore. The de­sign di­rec­tion that Saran As­so­ciates takes is In­dian ac­cent. Keep­ing the In­dian-ness as their cen­tral theme, the idea was to turn an age-old de­sign con­cept into a con­tem­po­rary one along with be­ing ex­cep­tion­ally func­tional. The chal­lenge of dense SKUs like any other tra­di­tional re­tail came in the way of main­tain­ing both func­tion­al­ity and aes­thet­ics. While much of the space had to evolve with con­tem­po­rary times, the nos­tal­gia of an age-old brand couldn’t be done away with. There­fore, the ex­pe­ri­ence had to com­mence even be­fore en­ter­ing the space. The grand fa­cade mag­nif­i­cently leads the lux­u­ri­ous re­tail space equally spread across three floors. It has been de­signed us­ing their logo and pat­tern as an in­spi­ra­tion. The use of printed lac­quered glass en­hances the char­ac­ter of the fa­cade to a whole new level. The win­dow dis­play breaks the monotony

and of­fers a glimpse of what is in store for the users.

Ground level houses sa­rees and pre­mium pattu sa­rees; it also has the cash, billing and de­liv­ery counter. For such store for­mats, de­liv­ery is typ­i­cally sep­a­rated from cash/ billing for the ease of bet­ter con­trol. 3D jal­li­work cut out of metal in an­tique gold fin­ish has been ex­per­i­mented for both wall mod­ules and coun­ters. The ground floor space is richly lay­ered and tex­tured with wooden mould­ings in the wall mod­ules and the fur­ni­ture. The use of Tan­jore paint­ings and tra­di­tion­ally-carved Chet­ti­nad pil­lars (sourced from Karaikudi) called “Yali” ac­cen­tu­ates the am­bi­ence of the en­tire sec­tion.

First level con­tin­ues with women’s mer­chan­dise com­pris­ing western and In­dian wear seg­ments. This floor car­ries sim­i­lar de­sign lan­guage while ex­quis­ite CNC cutout coun­ters for pre­mium lehen­gas and sal­war seg­ment breaks the monotony. In­dian pat­tern in tiles re­minds one of the eth­nic­ity of the brand while rose gold fix­tures adorn this floor with a touch of con­tem­po­rary aes­thet­ics.

Suresh Seerna, Di­rec­tor, South In­dia Shopping Mall

We wanted to re-imag­ine the store en­vi­ron­ment of a typ­i­cally fam­ily-op­er­ated store for­mat. The idea was to help our cus­tomers shop with­out much of staff as­sis­tance. There­fore, the store de­sign had to be mod­ern, where per­fect dis­plays should be at cen­ter­stage. At the same time, our brand’s legacy had to be re­tained.

At the sec­ond level, which is ded­i­cated to menswear, there is a con­scious shift in de­sign and colour scheme to suit the shift of mer­chan­dises and mood. White oak

Asha­teet Saran, Di­rec­tor, Saran As­so­ciates

wooden ceil­ing dom­i­nates the floor with good ac­cent pendant near the hot spot. The ca­sual zone is de­signed with black pow­der coated fix­tures and frames while the eth­nic zone has el­e­ments like wooden mould­ings and cop­per fix­tures.

Third floor for kids has a pure white scheme with splashes of colour here and there to present a play­ful am­bi­ence, while vi­brant colours along with sim­ple fix­tures and vi­su­als added to the theme.

Aim­ing to cater to the whole fam­ily, we wanted to move away from the con­ven­tional ap­proach of be­hind-counter sales to a more con­sumer-friendly and self­ser­vice ori­ented for­mat. Keep­ing In­dian eth­nic­ity and as­pi­ra­tions in mind, we wanted the project to be a strate­gic mix of global and lo­cal, with­out los­ing the core val­ues of an or­gan­ised tra­di­tional re­tailer. With our process in place, the project was com­pleted in 60 days.

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