QUICK TAKE: FACTS ON FAÇADE

VMRD - - Retail Design - Facades -

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.

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