Kaya Clinic: Say­ing it in black & white

VMRD - - Retail Design - Facades -

Kaya Skin Clinic was in­cor­po­rated in 2003 and later in 2013. To­day, Kaya has moved be­yond just skin care and has cre­ated a suc­cess­ful chain of clin­ics for skin, hair and body care. Re­branded as Kaya Clinic, it is now present through 99 clin­ics across 26 In­dian cities and 25 out­lets in the Mid­dle East.

It’s only a few years back, post their re­brand­ing ex­er­cise that Kaya be­gan re­vamp­ing their out­lets and it was pri­mar­ily for two rea­sons – a new brand iden­tity de­manded that dark colours were elim­i­nated and in their place, more of blacks and whites be in­cluded to align with its an in­ter­na­tional per­sona. Most of the out­lets, which were 12-13 years old, de­manded this much-needed re­fur­bish­ment. The re­sult was rather stun­ning, par­tic­u­larly vis­i­ble in the fa­cades, some of which were as high as be­tween 50 ft and 70 ft.

More re­cently, Kaya took the re­tail de­sign ID a notch higher in con­sul­ta­tion with ad vet­eran and space de­signer Elsie Nanji. Ra­jiv Nair, CEO, Kaya Clinic, said in this re­gard, “Ideally, a skin clinic is ex­pected to use var­i­ous tones of skin colour, while we are mov­ing more to­wards ex­plor­ing the black and white palette. The grid-pat­tern façade was al­ready part of our new ID, how­ever, the el­e­ment we have now added is the black and white vi­su­als of mod­els of cross­over iden­ti­ties.”

The grid, while seem­ingly wooden in ap­pear­ance, is ac­tu­ally made of metal which is treated to achieve the wooden look. The brand in­vests nearly Rs 1.5 crore to re­vamp an ex­ist­ing high street out­let and spends about 15-16% of the bud­get on façades. How­ever there is the chal­lenge of achiev­ing uni­for­mity in de­sign, es­pe­cially when the prop­erty mar­ket in In­dia is so frag­mented. Ra­jiv Nair shared in this re­gard, “We take rea­son­able sizes and long-term lease, thereby giv­ing con­fi­dence to our land­lords to in turn give us ac­cess for a lot of breakand-make work.” Kaya also has a strin­gent ven­dor choos­ing process through re­v­erse auc­tion­ing. They work with 5-6 ven­dors all across the coun­try. Well, these ex­am­ples only go to show the need to fo­cus on store fa­cade as an in­de­pen­dent but in­te­gral as­pect of store de­sign and brand iden­tity, with its own aes­thetic and func­tional re­quire­ments.

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