VMRD - - Contents - Chanda P Ku­mar

Shed­ding its stark for­mal im­age, Black­ber­rys’ fresh new look is all set for the fash­ion­istas of to­day. Cool and ca­sual, with an air of con­fi­dence, the new brand propo­si­tion and iden­tity comes alive at ‘House of Black­ber­rys’ at Hi­may­at­na­gar, Hy­der­abad. De­signed by Four Di­men­sions Re­tail De­sign, the 2310 sq ft space cre­ates in­ter­est­ing niche for the sub-brands while weav­ing the over­all new DNA of Black­ber­rys.

Twenty five years ago, Black­ber­rys be­gan its jour­ney in the by-lanes of Chandni Chowk in New Delhi. To­day a lead­ing brand in men’s fash­ion in In­dia, Black­ber­rys has been syn­ony­mous with many firsts in In­dia; for in­stance, The Whitest white shirts and wrin­kle free Khaki. As part of the nat­u­ral evo­lu­tion while keep­ing with times and hav­ing an eye to the fu­ture, Black­ber­rys in 2018, re­launched its brand in a com­pletely new avatar with Fire­bird as its logo and ‘Keep Ris­ing’ as the tag line. The soul of the brand lies in Burn­ing Drive, syn­ony­mous to the core of its con­sumers.

De­signed by Four Di­men­sions Re­tail De­sign, the store de­sign ob­jec­tive was to in­ter­pret the burn­ing drive of the Black­ber­rys’ man into a space that in­spires him to rise above his peers. The en­vi­ron­ment per­sona was cre­ated in close col­lab­o­ra­tion with the brand’s DNA and the core con­sumer’s as­pi­ra­tions to ‘keep ris­ing’.

Spread over two lev­els, the new flag­ship ‘House of Black­ber­rys’ store in Hi­may­at­na­gar in Hy­der­abad houses Black­ber­rys Ca­suale and Ur­ban in the lower level to high­light its dom­i­nant pres­ence in the semi-for­mal and ca­sual wear seg­ments. While the up­per level houses its pop­u­lar main­line Black­ber­rys range. While the sub-brands speak their own dis­tinct lan­guage within their zones, the over­all store con­cept res­onate Black­ber­rys’ brand story as a sin­gu­lar voice.

For the store front, bold mod­ern ar­chi­tec­tural lines cre­ated in a con­fig­u­ra­tion of dou­ble height fluted alu­minium and in lit acrylic with the back­lit logo, cre­ate an in­ter­est­ing con­trast.

Walk­ing in, the store in­te­ri­ors are in­spired from vis­ual cues of el­e­ments of the smart busi­ness café. This is re­flected in its in­te­rior de­sign, fur­ni­ture, fix­tures and vis­ual mer­chan­dis­ing. The spa­tial pal­ette is cre­ated in a sharply con­trast­ing pre­mium pal­ette of creams and dark clas­sic brown with dashes of Black­ber­rys ac­cent or­ange. Open and spa­cious lay­out al­lows for leisure brows­ing through the store with each cat­e­gory be­ing high­lighted with floor ‘fash­ion stag­ing point’ com­ple­mented with ‘style spots’ that draw at­ten­tion to lifestyle state­ments on perime­ter ‘style wardrobes’. In­stal­la­tion us­ing props like bell jars, trays, wooden serv­ing boards, cock­tail bot­tles, mugs and pas­try cases help in draw­ing spe­cial at­ten­tion onto spe­cial prod­ucts and fash­ion state­ments.

The main­line Black­ber­rys takes on the lead­ing lan­guage of the store with its fix­tures coded in a pre­mium café’s de­sign im­pres­sions ren­dered in the dis­play ta­bles and cut­lery sta­tion like stor­age cab­i­nets com­ple­mented with a wooden high­light on the ceil­ing above the fash­ion stag­ing point in the heart of the store to add the warm sophistication to the fash­ion en­vi­ron­ment. An in­ter­est­ing pat­tern on the floor­ing com­pletes the look of the space.

The travel lifestyle of the Black­ber­rys Ca­suale cus­tomer is ex­pressed through sub­tly dif­fer­ent ID in the fix­tures and vis­ual mer­chan­dis­ing with taste­ful retro cues

of pre­mium clas­sic lug­gage and vin­tage plane mod­els. The Black­ber­rys Ur­ban area, fea­tures its ID in­spired from ‘New York’ streets coded in the ma­te­rial pal­ette, fix­tures and vis­ual mer­chan­dis­ing lan­guage.

The dou­ble height area is em­bel­lished with a stylised and back­lit fluted ‘fire bird’ logo and graph­ics that com­pel walk-ins on the up­per level vis­ually en­cour­aged by a mod­ern arty chan­de­lier in­stalled on a pre­mium wood pan­elled ceil­ing.

The store also in­cor­po­rates in­spir­ing and quirky in-store‘brand speak’ com­mu­ni­ca­tion urg­ing its cus­tomers to ‘Keep Ris­ing’. A bou­tique light­ing con­cept presents the store en­vi­ron­ment as pre­mium and spe­cial so­cial place by draw­ing at­ten­tion to the sto­ry­telling el­e­ments in the store.

Over­all, the store de­sign is coded to present a very dif­fer­en­ti­ated en­vi­ron­ment that de­liv­ers an emo­tive, aspi­ra­tional and sen­so­rial ex­pe­ri­ence to the Black­ber­rys cus­tomer of to­day. •

Store Con­cept De­sign Four Di­men­sions Re­tail De­sign Vis­ual Mer­chan­dis­ing De­sign Four Di­men­sions Re­tail De­sign & Team Black­ber­rys Project Man­age­ment Four Di­men­sions Re­tail De­signFix­tures Space De­sign Re­tail Light­ing Plus Light Dec­o­ra­tive Lights Light Zone Sig­nage and Props Sasha Re­tail So­lu­tions Man­nequins Indo Nip­pon Store Build Con­trac­tor Source One Pho­tog­ra­phy In­fo­cus (Roshan)

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