Ramesh Kaushik, VP- Brand Experience, Blackberrys
We chose Four Dimensions Retail Design to craft a unique yet identifiable retail identity for Blackberrys and its house brands — Casuale and Urban. The mandate was to introduce a new retail look for the brand/s that is authentic and standing true to the journey of today’s man. The store has clean lines and brings a transparent navigation to a consumer. All three brands of Blackberrys, namely Blackberrys Formals, Blackberrys Casuale and Urban, along with accessories and footwear are perfectly coming together while demonstrating a winning statement. Having “travel with a purpose” at the centre of our new identity; the colours, fixtures, material selection is an extension of the whole proposition. A true manifestation of the Burning Drive, which is the soul of the brand, the store interiors enable the journey in making wardrobe selection which is true to the brand positioning of being an enabler and guide.