Shra­van De­sign Com­pany

VMRD - - Designer Outlook -

Shra­van Suthar, Prin­ci­pal De­signer, Shra­van De­signs, started off as a store de­sign ex­pert in the year 2004. His forte be­ing cus­tomised stores, com­mer­cial bou­tiques and ex­clu­sive re­tail spa­ces. He chooses not to de­sign multi-brand out­lets. “There ex­ists a cat­e­gory be­tween the Manyavar’s and high-end de­signer stores, I cater to that cat­e­gory. For stores like these re­quire their own unique lan­guage. For in­stance, Kora is a chain of stores but it has its own de­sign lan­guage sim­i­larly when I do a big store of about 15,000 sq. ft. and they will have mul­ti­ple pres­ence in var­ied places and seg­ments I have to main­tain a com­mon de­sign lan­guage,” shares Shra­van.

Ac­cord­ing to Shra­van, to­day in the space of re­tail you can­not have small stores, you have to prom­ise the cus­tomer a hu­mungous ex­pe­ri­ence since they are more aware and ed­u­cated due to so­cial me­dia and in­ter­net. A pre­mium am­biance is a must es­pe­cially if the prod­uct you are sell­ing is pre­mium, for in­stance if you are sell­ing a bridal lehenga worth 3 lakhs you ought to have a larger than life, pre­mium am­biance, be­cause the cus­tomer pays not just for the prod­uct but also for the ex­pe­ri­ence.

Shar­ing the de­sign strate­gies Shra­van fol­lows and fac­tors: “Su­rat has two re­tail pock­ets one is the high-street which is space starved and crowded but the busi­ness here is big. In a pocket like this, we don’t im­ple­ment pre­mium fur­ni­ture and am­biance and the stock would be stuffed and vis­i­ble. The same brand when they seek change and choose to go for large for­mat stores of 3000-5000 sq. ft. min­i­mum then the ap­proach will be en­tirely dif­fer­ent here they would not want to dis­play the en­tire stock and would show the prod­uct one by one to cre­ate a spe­cial ser­vice ex­pe­ri­ence of ex­clu­siv­ity. Thus while de­sign­ing we un­der­stand the ex­pec­ta­tion of the owner like how many clients do they want to cater to on one floor, how much stock do they want to dis­play and how much of it they want it to be stored.” Un­like the ear­lier days when vis­ual mer­chan­dis­ing wasn’t con­sid­ered to be that im­por­tant, Shra­van feels that the times have changed. As of to­day, vis­ual mer­chan­dis­ing plays a huge role. Days of adorn­ing a man­nequin with gar­ments in the name of VM are gone. To­day, the de­mand is of unique con­cepts and ideas to dis­play new col­lec­tions. Con­cepts like dig­i­tal dis­plays and video walls and LED screens are be­com­ing a need. Some of the key projects done by Shra­van in­clude Roop Kala, Paris in Su­rat, Am­rut in Su­rat and Ka­jal in Su­rat. All these stores have been based on a bou­tique con­cept and are above 2000 sq ft. •

Shra­van Suthar, Prin­ci­pal De­signer Shra­van De­sign Com­pany

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