QUICK TAKE: FACTS ON FAÇADE
ACP (aluminium composite panels) seems to be the most preferred material for\ facades in India. Very few use other architectural materials such as marble, glass, etc.
The opposite is true globally -- some of the best facades have shunned the use of ACP.
Nike NYC store is a classic example of slumped glass in store façade
Apple stores use materials such as hand-carved stones, carbon fibre and bamboo shoots for their facades.
Store facades also have the capacity to emerge as social media touchpoint. For example, paint brand Farrow & Ball recently featured vertical stripes of their 132 shades, which according to the brand, doubled up as a “kind of billboard” and became a talking point on social media.
In India, organized brands more or less carry a uniform identity across their facades, even though their mall and high-street locations get different treatment.
Generally in India high-street stores have better facades compared to mall outlets.
The true ceiling height of most of the malls in India is 11-12 ft, with very few property fine-tuning options. Also, brands generally opt for creating one/ double window rather than creating a large façades.
Malls like Seawoods Central, Vashi and Mall of India are working at becoming more conducive to innovative façade design.
Many unorganized retailers, especially those in the womenswear and jewellery categories, are making large facades in order to create a strong brand proposition. Organized brands, on the other hand, seem to be opting for regular facades, perhapsbecause of less need for visibility at the retail level.