Tanishq: When less is more
Though founded in 1992, Tanishq’s first store opened its door in 1996 in India. In early 2000, Tanishq began opening stores in the international markets. Today, Tanishq has more than 250 stores across the lengths and breadth of the country. The brand is another classic example of constantly reinventing its ‘Indianess’ and also innovating in order to keep pace with its evolving customers.
The current Tanishq store ID was designed 7-8 years back and has remained unchanged since then, although minimal design and VM changes continue to happen. As for the store façades, the sizes vary depending upon the market, the store type (flagship or otherwise) and the available property, although the basic look and feel is consistent across all stores.
The jaali work is a pre-dominant feature of Tanishq’s store facades and the branding is showcased around it. The material palette is largely granite marble along with teakwood. Also, unlike all major jewellery brands, Tanshq’s façade design stays away from promoting any product visuals. Following the dictum, “Less is More”, the façade is typically minimalist, with only the illuminated signage of the brand name being displayed.
Talking on the property challenges in relation to facade design, Rajan Amba, General Manager & Head – Retail, Tanishq, shared, “At about 70-80% of the stores, we get the ideal façade space, either breadthwise or vertically. However, there are some smaller markets where we have to depend on high-street locations and often times, these properties are unstructured. There have been cases where we had to bring down the property and restructure it in order to ensure uniformity of façade design. Another challenge is to get proper execution from the vendor, especially when they are not aware of the location type or market. Most of the time, our store set-up turnaround is as short as 30-60 days, but in some cases, the logistics issues result in delays.”