Tan­ishq: When less is more

VMRD - - Retail Design - Facades -

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.”

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