VMRD - - Design Indian -

So­many Ceram­ics cre­ates yet an­other ex­pe­ri­ence cen­tre in Ban­ga­lore and re­de­fines their brand legacy with tiles, bath­room and san­i­tary­ware. De­signed by Ban­ga­lore-based de­sign agency, Four Di­men­sions, the 7000-sq ft plus space adds a new def­i­ni­tion to So­many’s ex­pe­ri­ence cen­tre reper­toire of 20 odd such spa­ces across the coun­try.

So­many Ceram­ics, founded by HL So­many in 1969, is a promi­nent leader in the In­dian tiles sec­tor to­day with its suc­cess­ful op­er­a­tions in In­dia, Africa, the Mid­dle East, the United King­dom and Rus­sia. Their suc­cess has been built on de­sign, qual­ity and dura­bil­ity in all types of tiles, wall claddings, san­i­tary ware, bath­room fit­tings and state-of-the-art tile lay­ing so­lu­tions. Their man­u­fac­tur­ing plants in Kadi (Gu­jarat) and Kas­sar (Haryana) churn out a stag­ger­ing 60 mil­lion sqm of tile so­lu­tions an­nu­ally to cater to the grow­ing de­mand.

To con­sol­i­date, up­date and up­grade its brand ex­pe­ri­ence, So­many set out to reimag­ine its ex­pe­ri­ence cen­tre con­cept. Four Di­men­sions Re­tail De­sign was com­mis­sioned to de­sign and de­ploy the new scheme in a 7210 square feet space in Ban­ga­lore.

A unique ar­chi­tec­tural lan­guage, us­ing con­struc­tion ma­te­ri­als like rough stone, chip board and RCC rods with gold fin­ished bind­ing wire, is de­ployed to rep­re­sent the start of some­thing beau­ti­ful in con­struct­ing a dream. This lan­guage is taken into large cus­tomised fab­ric pen­dant lights that fea­ture So­many’s lux­ury tile prints on them.

The cus­tomer jour­ney is de­signed to start at a brand ‘concierge zone’ where the evo­lu­tion of brand So­many Ceram­ics and the phi­los­o­phy they have stood for is pre­sented in an in­spir­ing phy-gi­tal wall in­stal­la­tion. A com­bi­na­tion of dig­i­tal screens, de­con­structed tile ma­te­ri­als and styl­ized tile tool in­stal­la­tions help tell the story of the brand, its com­mit­ment and celebrity user tes­ti­mo­ni­als with great panache. All the im­agery and com­mu­ni­ca­tion are printed on So­many tiles to give an au­then­tic touch to the story telling. To en­sure the en­gage­ment with the brand is ‘friendly, knowl­edge­able and con­sul­ta­tive’, a tile touch ta­ble, an in­ter­ac­tive tile dis­play and a dig­i­tal tile vi­su­al­izer are placed as key in­ter­ac­tive points in the cus­tomer jour­ney.

Charu Mal­ho­tra, Gen­eral Man­ager – Mar­ket­ing, So­many Ceram­ics

We have about 20 more ex­pe­ri­ence cen­tres across the coun­try and the re­cent Ban­ga­lore cen­tre is one of the largest ones. We don’t sell our prod­ucts from these out­lets, in­stead cre­ate ul­ti­mate cus­tomer jour­ney as well as in­volve­ment. We have worked with dif­fer­ent de­sign agen­cies for our ex­pe­ri­ence cen­tres and in­ter­est­ingly, we have achieved dif­fer­ent de­sign view­points for each one.

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