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Celebrating excellence – can’t wait!


t’s that time of the year when the hands of the clock seem particularly menacing – its every move is a reminder of the chores left to be finished yet. Well, I’m talking about the In-Store Asia 2013 event to be held in February this year. As you can imagine, for the team here, it’s the season of sleepless nights and days punctuated by to-do lists. But hey, here’s the good news – the number of entries received for the VM&RD Awards this year – a highlight of the event – is a good proof of the relevance of this award. With 225 entries, a number that has crossed last year’s figure, we can look forward to a healthy competition that celebrates excellence. And I can’t wait to hear what the judges have to say. To me personally, the Awards are a pointer to the passion and talent that needs to be tapped, a pointer to a way forward. And I’m hoping that by being there you will be able to draw some inspiration and ideas that can together help the overall standards. Ideas and inspiration are also what you will be experience during the Convention on Day II that will see some noted industry veterans sharing their perspectives. With visionaries and successful entrepreneurs taking stage, the Convention is an ideal knowledge and insight sharing platform. For example Chip Conley, Author & Founder and CEO of Joie de Vivre, a hospitality company with a collection of over 35 award-winning hotels, will speak on retail transformation at the intersection of Business and Psychology. And that is just one example. The various speakers at the Convention, coming as they do from diverse backgrounds in the visual merchandising and retail design eco system, will speak on a range of themes meant to trigger change-generating ideas. From the value of design in an integrated retail environment to repurposing VM, it’s time to get the thoughts rolling. Integrated retail environment reminds me of two very interesting stories we have carried in this issue – The McCormic World of Flavours and the Colour Colab venture by Allen Solly. Both are good examples of an integrated retail environment where an interactive experience offered at the store by way of engagement enhances the whole offering to the shopper. In fact it is increasingly becoming evident that design is more than physical aesthetics, it is an integrated experience and it is reassuring to see some brands take the lead in that. I will now leave you to read the issue and savour what we have for you this month...Happy Year beginning!


Vasant Jante Surender Gnanaolivu Vaishali Tanwar Nabamita Chatterjee Susmita Das Vinod Kumar V

CIRCULATION / EDITORIAL OFFICE #1019/2, 1st Cross, Geetanjali Layout, New Thippasandra, Bangalore-560 075. Tel : 91-80-40522777 / 25294933 Email: Mumbai Office 201, 2nd Floor, Krishna Commercial Centre, 6 Udyog Nagar, Nr. Kamat Club S.V.Road, Goregaon (W), Mumbai-400 062. Tel: 022-28769616 Delhi Office 3rd Floor, Building No. 489/55/II, Corner Market, Malviya Nagar, New Delhi - 110 017, India, Tel: 011-4710 3401 Kolkata Office Mobile: 96743 21579 Email: Sales Mario Amalraj 98807 06001 Metilda Asha 91-80-4052 2709 Abhishek Gupta 78381 39224 Subcription: VM-RD Visual Merchandising & Retail Design is a monthly Owned, published and edited by Vasant Jante, printed by B S Suresh Pai, published from 1019/2, 1st Main, 1st Cross, Geetanjali Layout, New Thippasandara, Bangalore-560 075 and printed at Sri Sudhindra Offset Process, #97-98, D.T. Street, 8th Cross, Malleswaram, Bangalore - 560 003. The opinions expressed by authors and contributors to VM-RD are not necessarily those of the editor’s or publishers. VM-RD may not be reproduced in whole or in part without permission of the publisher. Subscription for one year Rs: 1200/For Nepal Rs 5000 For overseas $ 190 USD All subscriptions are to be pre-paid. The claims and statements made in the advertisements in VM-RD are those of the Advertisers and are in no way endorsed or verified by VM-RD

Vasant Jante

DEC 2012-JAN 2013

Volume 8 Issue 3 15 December 2012 - 14 January 2013








Bergdorf Goodman


Allen Solly




The Collective





Allen Solly










Lord & Taylor



Sudhir Soundalgekar


DEC 2012-JAN 2013












We at Studio. J, don’t just bring into life contemporary, sleek and awe-inspiring spaces but generate an aesthetic tale surrounding the store with our imagination.

We Design Spaces that Engage Human Minds!

Retail Design • Visual Merchandising • Interior Design • • +91 9686113406

window display

Window 1 - New York. Where wonders unfold like magic

Magic at Macy’s


nchanting generations of spectators since 1870s, Macy’s continues the tradition this year with its spectacular Christmas window displays titled ‘The Magic of Christmas’, that celebrates the magic of holiday traditions through the ages. Paying a playful homage to Christmas traditions past and present, The Magic of Christmas dazzles onlookers with a sparkling array of costumes, characters and iconic images that bring the spirit of the holidays to life. Creating magic across Broadway windows, the six different scenes celebrate the festive season and elements of Christmas, the holiday spirit of New York and fashion through the ages. Adding to the nostalgic sentiment, the windows have a vintage tin toy-like effect, adding richness and texture. Created by award-winning designer Paul DEC 2012-JAN 2013

Window 2 - Santa and elves, puppets and pageantry ... the magic is escalating!

Olszewski, Macy’s 2012 Christmas windows combine the wonder of modern technology with charming conventional elements such as marionette-like puppetry. According to Olszewski, “Through the years, Macy’s has tested the boundaries of the imagination, interpreting the magic of the holiday season in many forms such as a 8

journey in outer space, to a Steampunk fantasy, to the thrill of a roller coaster ride. This year we wanted to celebrate our own city and what a magical place it is during the holidays. Though the windows are traditional in style, I still was able to incorporate my own unique twists and technological elements. Best of all, we are once again celebrating Make-A-Wish and all the wonderful work

Window 3 - The whole city sparkles, as if by magic

Window 4 - In the ultimate season of wonder, magic is on parade

they do making wishes come true for children all year long.” In the first window, the journey of The Magic of Christmas begins with an innovative interactive “swipe” technology. Spectators are invited to virtually “turn” the pages of a lifesize flip book showcasing fashions through the ages and are encouraged to mix-andmatch the highlighted trends. Taking a closer look, you will see noted New York City images

and icons—from the original Macy’s located 20 blocks south of its current home in Herald Square to a team of dedicated construction workers bringing the iconic Chrysler Building to life. The excitement builds inside the second window with a flurry of activity that symbolizes the magic of the holiday season at Macy’s. The iconic wooden escalators at Macy’s Herald Square’s take center stage, 9

with Santaland, Holiday Lane and Puppet Theatre also playing starring roles in the whimsical pageant within. Showcasing New York as a winter wonderland, the third window sparkles with Gotham’s gleaming skyline beaming down on Central Park’s Wollman skating rink and the sparkling Christmas window displays of 5th Avenue. The Radio City Rockettes add to the festive ambience, displaying their signature DEC 2012-JAN 2013

Window 5 – ‘Tis a gift to share … and create magic for countless children

Window 6 – It’s a magical season if only you believe

moves against the backdrop of the great tree of Rockefeller Center. Meanwhile, a scene from The Nutcracker Ballet plays out, with the Nutcracker and Clara dancing a graceful pas de deux.

some through the use of 3-D technology, demonstrating how the age-old custom of writing to Santa has transformed itself into a new, more powerful tradition — the tradition of sending hope to those in need.

The fourth window celebrates the season of wonder and the parade, where the characters from ‘“Miracle on 34th Street” is on parade as vintage balloons proudly make their way down Central Park West during Macy’s Thanksgiving Day Parade.

In the sixth window, the grand finale of The Magic of Christmas culminates in a magical montage of vintage video footage of Macy’s, New York City and the Macy’s Thanksgiving Day Parade.

Actual wishes of children from Make-AWish come to life in the fifth window, DEC 2012-JAN 2013

According to the company’s press release, in addition to the six Broadway windows, Macy’s will also be making holiday magic in each 10

of the remaining 33 windows around the store. The 34th Street Windows will feature scenes from the emerging holiday classic “Yes, Virginia ...” Unveiled in November, the Christmas windows at Macy’s Herald Square was on display through January 2, 2013 l Chanda Kumar


window display

The Big Follies of 2012 Fantasy, drama and extraordinary fashion come together to create spectacle at the Bergdorf Goodman windows this holiday season, where the luxury retailer revives the theatrical wonders of the Jazz Age.

Window 1 Act I - ‘Tuning Up’


true New York spectacle, the holiday windows at Bergdorf Goodman captivates the audience with its 2012 windows, entitled “BG Follies of 2012,” which are inspired by the lavish performances of American popular entertainment of the 1920’s and 30’s-- the Jazz Age. According to the retailer’s press release, the windows evoke the glorious era of Art Deco theatre palaces re-creating the sumptuous atmosphere of the Ziegfeld Follies, the verve of Busby Berkeley’s Hollywood musicals and the bounce of Vaudeville revues. Rightly named as ‘Acts’, the five main Fifth Avenue windows reveal various performers framed by gold-leafed prosceniums. In Act I, the display titled ‘Tuning Up’ is DEC 2012-JAN 2013

Window 2 Act II - ‘Rhapsody in Feathers’

inspired by the all-girl orchestra craze of the 1920s, later immortalized in the Billy Wilder film "Some Like It Hot." Giving an aerial perspective, the stylish orchestra is set upon an elaborate black and white checkered ballroom floor. Individual musicians adorn black, white, and metallic dresses by Marc Jacobs, Phillip, Lim, Elie Saab and others. Creating the perfect scene, a group of six perform on piano, drums and a variety of silver-plated musical instruments. Named "Rhapsody in Feathers," Act II is set in an environment created entirely out of millions of white feathers. The Art Decopatterned backdrop is a hand-crafted mosaic of feathers, while a sextet of stylized whitefeathered birds and peacocks add drama. The atmosphere is soft, ultra elegant, and 12

extravagant, with a hint of Minsky's Burlesque. The window features a mannequin inspired by the famous early 20th century fan dancer, Sally Rand. The mannequin, flanked by two oversized, Art Deco chandeliers, poses with her large feather fans while wearing a short white fringed dress by Marchesa. In Act III, the display features two dozen showgirls preparing to take their places for curtain call. Aptly named “Follies in Miniature," the showgirls are a collection of authentic antique 1940s miniature mannequins. Ranging in height from12 to 48 inches, the models have been transformed by Bergdorf Goodman into miniature replicas of Ziegfeld Follies showgirls from the 20s. They are dressed in elaborate gold, lace, and metallic custom-made gowns and headdresses. They

Window 3 Act III - ‘Follies in Miniature’

Window 4 Act IV - ‘Canine Daredevils’

perch on their own tiny stages, framed by gold-leafed prosceniums and exquisite miniature scenery. A life-sized showgirl, dressed in a gown by Lorena Sarbu, shares the stage. Setting the stage for a novelty act, the Act IV titled “Canine Daredevils" displays a glamorous dog trainer surrounded by 30 stylized, performing poodles and terriers. The custom designed plaster dogs perform tricks on a sculptural, silver and gold-leafed Art Deco contraption set against a red velvet curtain. Some dogs entertain on wheels and platforms, while others charm the viewers on bicycles and ladders. "The Mirror Kaleidoscope" is the Grand Finale of the BG Follies of 2012, where twin showgirls are presented downstage, while a colossal, rotating, mirrored starburst rotates behind them. The multiple layers of this starburst contain nearly one thousand individual bevelled mirrors. To create an extraordinary kaleidoscopic effect, each successive layer of the starburst rotates in an opposite direction from the layer behind. The mannequins' matching gowns, studded in mirrors and rhinestones, were specially commissioned from Naeem Khan. The ACTS continue along 57th Street, 58th Street and across Fifth Avenue in front of the Men’s Store. Bringing this spectacular concept to life, David Hoey, Senior Director of Visual Presentation and his team devoted an entire year to the production of the holiday windows. The “BG Follies of 2012” windows remained on display through January 3, 2013 l Chanda Kumar

Window 5 Act V - ‘The Mirror Kaleidoscope’


DEC 2012-JAN 2013

window display

Christmas stag celebration Allen Solly endorses its new retail identity in its Christmas season window installations using pop-colors and stags with elements of the new retail identity.


he key elements proposed to the window were the elements of the new retail identity of Allen Solly,” avers Anuraag S, Head-Visual Merchandising, Allen Solly. The new window concepts help reiterate and establish the new eclectic presentation language of the brand. “Allen Solly is tracing back its roots. The new brand identity seeks inspiration from the past to carve a new trail into the future. It is where old meets new to create something that will stand the test of time. This was the direct belief and that’s what we have been able to crack in-store,” says Anuraag. The new brand mnemonic, the ‘STAG’, was used effectively in the display stories that were conceptualized for the season. The window display brief was to highlight the Christmas & New Year message along with the new retail identity pop-colors depiction which is mainly Green and pink. “As it was Christmas, the Stag was really suiting the festival depicting the Reindeers and were adding the liveliness to the display,” adds Anuraag. The window setting theme is given depth through props and graphics in three levelsthe back drop window space and the window glass surface. ‘Wood’ graphic printed on latex vinyl on the backdrop and the window glass, creates a wood impression for the router cut MDF stag cutouts in them accompanying the fashion statement which features on mannequins. DEC 2012-JAN 2013

The theme is carried in-store in selected stores with similar miniature stags cut outs on the Nesting Tables. The window color palette used across stores in the window backdrop is Green and in the window podium is Pink. For exclusive women stores, the colors on the back drop and the podium are reversed. The Mannequins were dressed in winter 14

wear for the first 10 days which was changed to the red, green and white theme for Christmas. During the final 10 days the Mannequins featured more of festive party outfits for the New Year celebration time l Susmita Das

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window display

The Central Christmas theme


entral, the seamless mall concept of Pantaloon Retail, launched the festive season of Christmas with display installations at the store front, the windows and in-store. The inspiration for the theme has been drawn from global trends in terms of the use of props and fashion presentations. “There is a very strong influence of what is happening around the world in VM, in what we do at central. We play with the latest design trends, props selection and focus on the merchandise offering for every promotion,� shares Pawan Nagarwal, Head of VM, and Central. The standalone store has an elaborate installation of Santa in a sleigh drawn with reindeers in the store front. The installation is made of fibre, POP and resin. The setting is lit with serial LEDs to add sparkle in the night. The store windows features the winter fashion collection in a setting with graphic on the background and the foreground and contemporary interpretations of the DEC 2012-JAN 2013



Christmas trees, stars and snow with LED edge-lit props to add to the festive glitzy look. Multiple window display concepts feature different casual and formal fashion themes coordinated with fashion accessories like handbags, footwear’s and ties. The theme has been extended into focal points in the store with the same thematic elements configured to support key fashion statements in different departments and categories in the store. The theme is rendered into the props and furniture in different ways in each. An interesting feature created in the different stores based on the heights and space across the chain of Centrals are around 150 Christmas trees ranging from 35 to 60 feet in height. This theme was featured in all the locations till the end of the festival season l

Susmita Das DEC 2012-JAN 2013



window display

The Ritzy Life

The Collective, the premium house of brands, has unveiled its latest holiday window mused on festivity, glitz and glamour. The installation of the theme features playing cards and dice to connote festivity, glitz and glamor.


he Collective has launched an exclusive window themed as ‘The Ritz Life’. “The months of November and December represent the season of festivity, glitz and glamour. With all the festivals around, it

N O V- D E C 2 0 1 2

becomes essential for our window display to capture the mood of celebration and involve people in it. Hence, keeping the entire factor in mind we have designed the festive window,” says Gitanjali Talwar, Manager VM,


The Collective. The theme is rendered with an aesthetic presentation of a pack of cards with the picture cards of the king, queen and the jack clearly

visible. Back lit dice help complete the picture of a ‘Ritz Life’ of play and rich indulgence in the casinos. “The cards are employed to highlight the high end occasion wear brands such as Armani Collezioni, Hugo Boss, Versace Collection available at The Collective,” affirms Gitanjali. The window lighting helps providing accent swivel lights for highlighting the display. This is supported with the LED edge-lit cards. The floor is carpeted to give the impression of a card table top. Adjacent to this is the display of fashion statements on mannequins. They are dressed in rich, luxurious velvet jackets in deep wines and purples, perfected with crisp shirts and accessories. The theme has further been taken inside the store. “We have however taken the gifting element of this season inside and placed silver gift boxes on nesting tables, shelves and feature area,” says Gitanjali l Vaishali Tanwar


DEC 2012-JAN 2013

window display

White Forest Holiday GUESS launched its winter fashion collection in an exclusive window themed ‘white snow forest Holiday’ that also promoted gifting for the festive season.


uess, the globally renowned brand symbolizing funky and fun fashion since 1981, has featured its casual winter Holiday collection through the brand’s new window installation themed to promote a white wintery setting with added sparkle lit trees and silver gift boxes. The window fashion setting is anchored visually with the super-sized backdrop visual featured from the Fall 12 Campaign. Fiber trees with LED lights, artificial snow, podiums covered in white fabric, silver foam-board gift boxes and iridescent shreds mixed with plastic snow create the setting for the theme. The gift box pile-ups help create different levels in the display and draw attention to the layered winter fashion collection coordinated with fashion accessories. The signature red mannequins are dressed in monochromatic combination of fashion apparel for men and women fashion with jackets, a white fur coat, bags and footwear. “We call this theme as ‘white snow forest Holiday window theme’. Starting from backdrop visual to podiums to snow to trees we went for an all-white window this season. DEC 2012-JAN 2013


The reason for choosing the white mist snow theme was to give a feel of the welcoming Christmas”, says Shreya Amin, VM Manager, GUESS. She further adds, “Instead of the usual green Christmas tree with bells we have used lit trees with embedded lights. We have also implanted an unusual carpet formed by shreds of white plastic and fiber that adds glamour to the display”. The window display installation theme is extended into the store where the entire collection is featured. Silver gift boxes are featured on the drive aisle tables to draw attention to the fashion statements so customers experience the holiday spirit and are reminded of the idea of gifting in the season. This holiday themed installation was featured in all the GUESS stores across India till the 5th of January 2013 l

Susmita Das (with inputs from Vaishali Tanwar)



Dye Your Own Colour Allen Solly has launched a campaign called Color Colab which allows shoppers to pick any color of their choice from a palette to make a personal statement of their fashion persona.


he unique campaign installation offers around 24 to 30 varied hues for its customers to choose from. Jayant Prasad, Casuals Product Manager, Allen Solly, explains, “DYOC (Dye your own colour) a direct consumer engagement program offers Allen Solly consumers a choice of colour for his Shirts in two variants - Regular Collar and Mandarin collar in one of the 24 colours on display, the choice is extended with choice of fashion colours in men’s Trenims & Women’s Denims”.

The one of its kind concept, designed inhouse, helps the brand offer a unique customized solution for customers to don their signature and exclusive style to express their individuality. The concept is highlighted with a nesting

N O V- D E C 2 0 1 2

table positioned at the store entrance drawing attention to the offering while floor graphics are used to complement this presentation. 3mm Clear Acrylic Tubes are used to hold rolled-up Coloured Shirts and Denims to give the impression of color cans labelled with Color CoLab stickers. The campaign is communicated on a printed canvas on a table top Easel-like signage holder. Props like Origami colour sheets, a color palette and paint brushes in a mug complement the setting. The window back drop carries the Color CoLab theme in its rear side to complement the rendition of the theme in the store environment. The installation is planned to be retained till mid of January 2013 and then reinstalled from 1st of April, 2013 in a similar concept across 150 stores l Susmita Das



INdian Design


Arrow points to New York Arrow launches a focused variant of its store brand to address the young professionals. The concept was launched at the popular Great India Place Mall in Noida. The design concept is clean and contemporary and has impressions of New York to give an International touch.


rrow, famous for its premium ultraformal shirts popular with the older business class, targeted emerging young Turks with it new sub-brand -Arrow New York. “We are trying to create a new category as young formal. The new brand is devoted to the young professionals. In terms of merchandise, we are offering styling and interesting patterns in formals. While launching the store Great India Place, our key objective was to have maximum footfall and create a place to see and be seen at,” shares Rishi Vasudev, COO, Arvind Lifestyle Brands Ltd. Spread across 700 sq. ft. the store offers young business fashion in an environment which is ultra-contemporary and stylish. The heavy use of metal at the store front is an assertive prologue of the story which unfolds inside the store. The Façade has been inspired by the famous Brooklyn Bridge in New York with minimal use of sharp accent and edge-lighting making the store front sharp and stylized. Though the ‘Arrow identity’ is underlying 27

the concept, it is differentiated distinctly with elements in the store design. Sandesh S Shet, Store Design and VM head explains, “The design of the wall panels has been inspired from the New York buildings' glass window panes by doing away with channels and slat wall. The back panels are made up of abstract window panes with high gloss polyurethane finish.” The store design palette is a combination of monochromatic colors, contemporary forms and sophisticated presentation of the store offerings. The protagonist of the new store design has used these elements to create a theatrical store environment. Stylized abstract mannequins help present the fashion statements in the windows and the in-store presenatation. “We tried creating drama through powerful visual merchandising statements and impactful use of backlit visual in the lounge area which gives the look and feel of New York City. We have also planned to alter the backlit area into a real touch screen in which visual will change according to the mood/ climate,” affirms Sandesh. DEC 2012-JAN 2013

The fixture design is uncomplicated and clear lined with chrome embellishment. The fixtures are made with a combination of steel, wood and leather with different combinations for presenting different fashion concepts. Back lit walls help add visual highlights to specific presentation walls in the store. With most of the product presentation on the wall the floor fixtures are used to create settings in combination with props to draw attention to special or new arrivals of the season. To add to the theme, the trial rooms have been designed with special graphic rendered glass flooring with a New York skyline view to create an illusion of standing above a New York building. “Targeting metro cities for the first two years, the brand is planning to open stores in Chandigarh, Mumbai, Bangalore, Chennai and Hyderabad,” informs Rishi l

Vaishali Tanwar

Head- Store design & Visual Merchandising Sandesh S Shet Project Manager Arun K Vijay Visual Merchandiser Lekha Gajwani Fixtures Shree Ram Sharma & Co Façade & Signage Shree Ram Sharma & Co Onsite Works Trinity Interiors Light Fixtures Asian Retail Lights Mannequins Clone Mannequins Inc 29

DEC 2012-JAN 2013

House of Labels Kimaya, which started its journey in 2002, is now one of the biggest luxury fashion houses offering a portfolio of 180 national and international designer labels. The brand has launched a new ritzy store at Hyderabad showcasing its ensemble of luxury designer wear, jewelry and accessories.


imaya, known for its uber-luxe designs, targets the discerning elite customers in a luxurious boutique environment. “India is unique and so are its fashion requirements. There being a north -south divide in the topography and the climatic conditions across the country, the fashion needs of the inmates are also divided. This is exactly what Kimaya understands and offers,� says Pradeep Hirani, CMD, Kimaya. The brand has launched an updated store design in Hyderabad. The design concept is inspired by the majestic palaces and royalty of Hyderabad. Spread across 3500 sq ft., the store is designed with long arches that add a royal boutique atmosphere which is kept luxuriously minimalistic to draw attention to the designer portfolio of the store. The majestic double height store front of the store is designed with open back windows on

INdian Design


blending in with the rest of the window and was in fact creating a visual imbalance. Even though the unadorned wooden partition was standing out negatively, we decided to use it to make our designers ‘stand out’.” The store interior concept is created with a monochromatic arty feature ceiling and perimeter walls patterned in relief and which is contrasted with dark wooden parquet flooring. These act as a sophisticated setting for the luxury wear which is featured on clean lined chrome and glass fixtures with highlights in filigree panels. Stylized chrome finished mannequins complement the store design concept in the window display and the in-store highlight points.

the ground floor and brand visuals on the first. The window features an interesting cluster of mannequins flaunting designer collections and brand fashion visuals on the upper level. The window also features a stack of designer label brands in an ornate plaque. Explains

Pradeep, “Store height was one of the biggest challenges for us which at the end tuned out to be the biggest advantage. It allowed us to place our mannequins and showcase our collection in a very interesting manner. Also we had a wooden partition that was not 31

The lighting concept is a mix of accent warm CDMT lamps that give the boutique an opulent ambience and helps draw attention to special design features and offerings in the store. The light fixtures are a combination of recessed and arty pendant fixtures. The dark wooden flooring coordinated with the white embellished ceiling creates a sharp contrast in the setting that helps draw attention to the special designer wear. The wedding wear is presented in a special area of the store adjacent to a trial lounge which has spacious trial rooms designed DEC 2012-JAN 2013

to connote a strong sense of luxury and grandness. “Furthermore we have made a conscious effort to place our bridal wear in closest proximity to the trial room, since bridal pieces are the heaviest,” Pradeep informs. Richly upholstered seating and flowing drapes in regal maroon with embellishments add to this store theme. The merchandise presentation is wardrobe type along the store perimeter with central display units that act as museum cases for accessories and also lay down tables for products for customer convenience. The response of Clientele to this updated concept has indeed been encouraging with increase in business and walk-ins. “Customers response has been immense. Though Kimaya is known for its grand feel, this time we have taken luxury to another level. Customers just love the store design, layout and the shopping experience itself. Understanding the exact need and implementing this into a good creative design has considerably increased the foot falls,” opines Pradeep l

Susmita Das (with inputs from Vaishali Tanwar) DEC 2012-JAN 2013



Located in Baltimore’s Inner Harbor, the store itself is almost loft-like; reminiscent of the McCormick plant and headquarters that stood steps away on the same street from 1920-1989.

Signature identity elements begin at the store exterior, with the McCormick brand block on the outside of the store, extending into the center with a “flavor band” and Duratrans signage offering a glimpse into the activities within

INternational Design


World of Flavours Creating the ultimate food connection with its customers, global leader in flavour McCormick & Co recently unveiled its first retail outlet, McCormick World of Flavours, in Baltimore. Designed by JGA, the store offers McCormick's range of products with areas focusing on cooking, baking and grilling, while transforming itself as an interactive platform where food lovers watch their favourite flavours come alive.


tarted in 1889, McCormick today is a global leader in the manufacture, marketing and distribution of spices, herbs, seasonings, specialty foods and flavors to the entire food industry - from retail outlets and food manufacturers to food service businesses. The company recently launched its first retail outlet, McCormick World of Flavors, which houses flavorful gifts, spices, seasoning mixes, condiments and other flavorful products including international products and exclusive store-branded flavourful goods; gift items and culinary accessories. Spread over 3,800 sq. ft., the store allows visitors to interact with many of their favourite brands from around the world like Lawry’s, Old Bay, Zatarain’s, Grill Mates, Vahiné and Thai Kitchen, while showcasing how McCormick brings flavor to their lives every day. Designed by JGA, the objective of the retail space was to create an experiential brand showcase featuring McCormick global 35

leadership in flavor through three platforms: cooking, baking and grilling. According to the design firm, McCormick has been working to change its image in the marketplace from that of a "spice" company to a "flavor" company. McCormick World of Flavors has been an integral part of this rebranding initiative, offering consumers the opportunity to interact with their favourite McCormick brands from around the world, while immersing them in a highly experiential and one of a kind branded environment. Located in Baltimore’s Inner Harbor, the store itself is almost loft-like; reminiscent of the McCormick plant and headquarters that stood steps away on the same street from 19201989. According to the design firm, it was important for the brand to have this serve not only as a corporate brand showcase, but to further identify with their roots in Baltimore, the Harbor, and this location. Signature identity elements begin at the store exterior, with the McCormick brand block on DEC 2012-JAN 2013

the outside of the store, extending into the center with a “flavor band” and Duratrans signage offering a glimpse into the activities within. The store is organized by a series of zones focusing on branding in key product categories and activity areas. Guests enjoy interactive and educational displays, cooking demonstrations and product sampling, in essence, bringing the brands to life. Interactive Stations include five immersive digital engagements, featuring Guess that Spice, a game that tests your sense of smell, flavorprint, an interactive personalized flavor profile, and Flavors in the Making, a series of entertaining videos on how spices and herbs go from nature to table. According to JGA, the interactive have received remarkable engagement, with a 75% participation rate compared to an average rate of about 25% seen by most other store interactive installations. Since its opening, the store has lines of customer’s everyday waiting for their turn play. The ‘Guess That Spice’ Installation won a 2012 DSA Crown Award, where one of the judges was even quoted stating that the element was, "Probably one of the most engaging experiences I have ever seen. Coming from a cooking background, this is a game winner." Tapping into their brands’ unique legacy, the space allows real world cooking experiences with “fantasy” scenarios, such as a dream barbecue station and an area for cooking

The objective of the retail space was to create an experiential brand showcase featuring McCormick global leadership in flavor through three platforms: cooking, baking and grilling

McCormick World of Flavours offers consumers the opportunity to interact with their favourite McCormick brands from around the world, while immersing them in a highly experiential and one of a kind branded environment


The store is organized by a series of zones focusing on branding in key product categories and activity areas

The store allows visitors to interact with many of their favorite brands from around the world, while showcasing how McCormick brings flavor to their lives every day

In its loft-like appeal, polished concrete floors and open ceilings use the “bones” of the building as a background element, contrasting with the wood tabletops made from recycled, reclaimed wood

demonstrations and sampling, giving the sense that the kitchen is the heart of the walk-in experience. Cooking demonstrations and product sampling, allow visitors to experience first-hand the variety of flavors available at this unique retail destination. The Barbecue area becomes the dream backyard set up featuring the McCormick Grill Mates brand. Natural light around this area gives the space an “outdoor” feel. Experiential moments are showcased in vignettes, including the “red cap” alcove and the “gifting” history wall. The store’s interiors have culinary inspired finishes, which include the use of stainless steel, aluminium, marble. The design firm explains that these materials provide a progressive and contemporary appearance, giving the space the feel of a ‘test lab’ and ‘kitchen of the future.’ In its loft-like appeal, polished concrete floors and open ceilings use the “bones” of the building as a background element, contrasting with the wood table tops made from recycled, reclaimed wood. In the demo kitchen, a unique marble top and red tile facade sets off the area. The store primarily uses 39 watt metal halide track mounted point source lighting to allow directed changeable focus on merchandise display. There are 70 watt metal halide high bay lights used as fill lighting for general purposes. Some walls are illuminated using 32 watt 4' fluorescent strips as accent lighting. Since its launch, the space has received extremely positive feedback from customers. According to the brand, guests have enjoyed the ability to reconnect with a brand that has such historic roots in the town. The company does not have immediate plans to expand this retail concept into additional locations. According to McCormick & Co, the experience's focus was in creating a corporate showcase to increase exposure to McCormick's large umbrella of brands and to connect with consumers. The store's


DEC 2012-JAN 2013

location is just steps away from the original McCormick Plant and Headquarters, which was an iconic element of the Inner Harbor area, so connecting visitors and residents to the brand's roots within the city, was also an important aspect of this initiative l

Chanda Kumar

Client Team Lori Robinson – VP, Corporate Branding & Communications Kathleen Haley – Director Corporate Branding & Communication

Guests enjoy interactive and educational displays, cooking demonstrations and product sampling, in essence, bringing the brands to life

Retail Consultants Bentz-Papson Associates Brand Theater LLC Frank Dinunzi John Arlotta Design & Architecture JGA JGA Design Team Ken Nisch – Chairman, Project Principal Mike McCahill – Project Manager Jeff Clark – Senior Designer General Contractor Builder Guru Contracting, Inc. Mechanical & Electrical Engineering Tess Engineering Lighting Designers Lighting Management John Brocken Lighting Manufacturers Amerlux, Spectrum, Mercury, Tech Lighting, Con-Tech Fixtures/Millwork EEI Global Interactive Exhibits 5th Screen Digital Services Specialty/Theatrical Fixtures Blue Genie Art Signage Triangle Sign, Co. Laminates Wilsonart DEC 2012-JAN 2013



Out Of The (Big) Box An ultramodern and brilliant example of retail design, the newly launched Lord & Taylor store at Ridge Hill, NY, defies any previous typical stereotyping of what a department store should look like. Created by Giorgio Borruso Design and Marina del Ray, the new store concept evolves the image of the brand and takes it to the next level.


n iconic American brand, Lord & Taylor, is one of the oldest and renowned specialty department store chains dating back to early beginnings in 1826. Living up to its rich brand history, the company recently unveiled its latest concept store in Westchester County’s Ridge Hill development, where the bold design and architectural elements create a unique experience for shoppers.

According to Giorgio Borruso Design, the department store chain has an especially interesting story to tell in terms of both its history and its connection to high-level

architectural design in its stores. The design firm believes that the projects developed under the leadership of Dorothy Shaver with Raymond Loewy provide a rich catalogue of inspiration. “The spatial and formal fluidity in these early works was something we looked to rediscover, in particular, for the store in Ridge Hill, both in terms of the building's relationship to its context as well as the experience of the public,” says Giorgio Borruso, Principal of Giorgio Borruso Design.

both in terms of its architectural and urban presence (evolving the "big box" store) and its technological and design creativity.

As the first new L&T store since 2001, the goal was to realize a project that honors the legacy of an iconic and historic partnership in design,

The store greets its customers with a dramatic glass exterior with an entrance on the east and one on the north. The façade uses a cutting-

The store greets its customers with a dramatic glass exterior

INternational Design


Spread over 80,000 sq ft area, Lord & Taylor Ridge Hill is located in a multi-use development in Yonkers, NY. According to the design firm, the design seeks to re-envision and energize the development's New Urbanist assertions regarding contextualism, diversity, and inclusivity.

edge glass technology where each panel/node can be customized to respond with more specificity to its context/program. The two exterior entries are connected via a system of suspended custom-designed triangular lighting elements along the central spine of the store and up through the escalator opening. “These elements create a second ceiling of non-planar surfaces, which is visually read as a whole structure: an organic system that subtly echoes the movement and rhythm of the freeform façade. This layer is not just a beautiful composition, but a connection with the exterior structural elements, that also conveys strategic visual information that gently guides the public through the space,â€? the design firm states. Upon entering the store, the customer is mesmerised with an all-white look of the interiors highlighted by the eye-catching, strategically placed triangular pendant lights, which creates excitement and discovery into the store layout.

The two exterior entries are connected via a system of suspended custom-designed triangular lighting elements along the central spine of the store and up through the escalator opening

An all-white look of the interiors is highlighted by the eye-catching, strategically placed triangular pendant lights

An "urban" network of orthogonal and curved paths as well as ovoid shaped nodes leads one through the departments.

The aisles converge underneath the columns like a piazza providing moments of pause where sculpted columns activate and re-orient the public as well as provide adaptable spaces for changing displays

The aisles converge underneath the columns like a piazza providing moments of pause where sculpted columns activate and re-orient the public as well as provide adaptable spaces for changing displays. According to Giorgio Borruso Design, the unevenness in surfaces (both in ceilings and floors) and seemingly random visual emphases in individual elements are planned “by design”. Every curve, variation in color, or “creative nonconformity” is intentional and strategic, and contributes to a subtle, almost poetic deconstruction of traditional retail “zoning,” while subliminally cajoling the visitor to taking unexpected paths across the space. For example, in contrast with the large-scale curvilinear surfaces (which are created by groups of “hard” polygonal and geometric elements), the sculptural columns are soft and elegant, formed by intentionally “offset” circles. Equally intentional is their orientation, stemming from a precise desire to open the space in a certain direction. “The store re-creates a contemporary barrier free visual transparency and spatial lightness that was evident in the historical designs from the 40's and 50's,” Borruso says. Natural light from the façade is amplified by the large, reflective white interior surfaces, enhancing the perception DEC 2012-JAN 2013


A simple restrained palette of finishes helps keep the space unified so it can act as an effective backdrop for numerous and diverse products and displays

of the store like an open space. “Formally innovative elements activate the space, but a simple restrained palette of finishes helps keep the space unified so it can act as an effective backdrop for numerous and diverse products and displays,” Borruso concludes l Chanda Kumar Architecture and Interior Design Giorgio Borruso Design Architect-of Record & M/E/P Highland Associates Ny, Ny Natural light from the façade is amplified by the large, reflective white interior surfaces

Associate Interior Design Bergmeyer Associates General Contractor E.W. Howell Co. Lighting Design Lighting Elysium Structural Engineer Thornton-Tomasetti Engineers Specialty Glass Exterior Engineering Novum Structures Photographer Magda Biernat, New York, NY, Video, Electronics, Special Effects Signing/Graphics: Triangle Signs, Baltimore, Md; Ilm Custom Light Boxes, Largo, Fl

An "urban" network of orthogonal and curved paths as well as ovoid shaped nodes leads one through the departments

The store re-creates a contemporary barrier free visual transparency and spatial lightness that was evident in the historical designs from the 40's and 50's



The Challenge of Cost Control of Build & Fit-out in India “There is one rule for the industrialist and that is: Make the best quality of goods possible at the lowest cost possible, paying the highest wages possible” – Henry Ford.


Sudhir Soundalgekar Vice President Projects Shoppers Stop

learnt this, walked through exactly the same journey and executed the projects with 3 constraints i.e. Cost, Time & Scope; which resulted in best yield of Quality works throughout my career. In today’s time of rapid technological change, tough global and domestic competition, this is expected behaviour from a good Project Manager. The total cost management is central to sustained corporate profitability and competitiveness. The management mantra today is conquering your costs, before they conquer you. The cost means total cost for the organization & not adding up any hidden cost post the approvals. The cost leadership strategy is never a compromise on either quality or technology or product differentiation. When there is a management diktat for a low costs that doesn’t necessarily mean the cheapest; as there may not be any advantage if they are not happy after buying the product of the cheapest cost. In other words it clearly means a selection of the lowest from the set of best vendors to achieve the desired results. Cost management shall be always driven with organization as the main focus is to arrive at the targeted ROCE. In India for cost controlling the first challenge is that though the material & labour cost doesn’t fluctuate more than 10% every year, but taxation does vary which is really unpredictable. It’s becoming increasingly difficult especially when we budget any cost estimations; as the DEC 2012-JAN 2013

various taxation structures of VAT, Excise, Service Tax and Entry Tax keeps hovering around us. Second challenge is we are depending on the developers to complete the entire mall infrastructure also along with statutory approvals in place; hence though we are ready with all fit-outs done but can’t launch the store for months due to want of these requirements. This delayed period it results in a dead capex investment (without interest) and we keep on spending on the maintenance of the stores else store depreciates. Third challenge is a continuous rise in fuel prices within year only keeps on pushing transportation cost which is largely affecting all of us; hence when we compare like to like projects we may easily see a large difference in final closures. Fourth challenge comes from fluctuating Forex rates which drives all our imports. And fifth probability might be if the initial estimations/quantifications are not correct then it may create a ruckus at the final billing which is neither appreciated by vendors nor management. Whether you are working on a new project or an existing one, cost management starts with a thorough understanding of the project objectives. Taking account of risk, programme, quality, design and budgets forms the basis of feasibility and procurement strategies. One shall work closely with other colleagues in organization to get an overall view of the project. Cost management is necessary to ensure that the planned development of a design and procurement of a project is such that; the price for its construction provides value for money and is within the limits. Fit-out work is a major capital expenditure, which organizations do not commence until they are certain that there is proper feasibility done & seen clear ROCE. Precontract estimating sets the original budget forecasting which would be the likely expenditure to management. This budget should be used positively to ensure that the design stays within the scope of the original scheme. Most corporates are working within tight pre-defined budgets; however if on account of selection of the lowest cost; the quality of works may suffer resulting into the scheme failure. 44

The preparation of the first estimate would be based on a variety of techniques, for example, historic data or approximate quantities. Many projects often have substantial elements that are unique and for which there is no relevant historic data. In these cases it is necessary to analyse the project in detailed line by line work sections. During this stage it is wise to contact potential contractors and manufacturers especially with regard to order-of-cost estimates for specialist sections. Unfortunately due to uncertainties mentioned above the estimates of the cost and time are prepared and revised at many stages throughout the project cycle. As these are all predictions and should not be considered 100% accurate. Consequently, as the design develops till last milestone may be during on-site execution, the accuracy of the estimate should improve. Other matters that have an effect on cost and need to be addressed include location of project and access thereto, non-standard works, structural works; availability of labour and the possible need of accommodation for workmen, off-site construction and temporary works. It may also be necessary to consider allowances for more design development, consultants, company costs and general contingencies. We create monthly MIS update of cost plan which is the vehicle whereby the team is made aware of the current cost of the project. This also helps majorly in tracking cash flow for the organization. We also do have all the documentation formatted in the same way it can be compared and reconciled. This is a table that summarizes and reconciles between each milestone. A milestone report is normally a report such as… • Original budget • Line by Line item costs • Contractual sum • Financial statement • Final account closure. The main-group costs are tabled together

with the total cost, area, cost per square foot and a comment on any major changes to brief. The costs can be plotted on a graph especially after several projects; we can create all comparative charts. We should always take care of the first budget figure reported to management. When the original feasibility study is performed the budget is often fixed; it is therefore essential that all cost reporting is reconciled back to the original budget. In most cases, better cost planning will produce tenders within budget. If, due to market conditions or late changes in designs and specification, adjustments need to be made to a tender, information on potential savings will need to be identified. If there are significant changes from the initial tender documents, consideration should be given to the need for seeking revised tenders. Finally I would like to share that we‌the Project Department are always seen as a cost centre for the organization hence I realized

that it was too important for me to not only save out of capex given to me but also give back something to organization in terms of new initiatives with new savings. For any company to be healthy in bottom line; it is important to manage well its product/ service cost, quality and performance. At any corporates the management will always demand high quality and better performance products/services and at the same time, they want the costs to be curtailed. To fulfil these expectations we as a team exercise the entire cost management which is a blend of technical expertise, collaborative working, contingency planning, EPCG benefits, aggressive discussions with developers and commercial understanding that adds value beyond the balance sheet. My team does continuous value engineering either on or off site & apply best negotiation skills prior to actual execution of any works. Apart from initiating these initiatives & by implementation of Green technologies we had worked very hard to give something back to the organization as well as to the mother


Earth through Eco-Friendly initiatives which has resulted in huge savings in opex & capex. Though the prime objective was to improve on bottom line but the same initiatives gave us a pride to contribute to a great CSR as well l

DEC 2012-JAN 2013

events An invitation to innovation!!


ven today a majority of Indians shop in open markets or millions of small, independent grocery and retail shops. Indian market enjoys diversification in terms of a wide geographic spread and distinct consumer preferences varying by each region necessitating a need for localization even within the geographic zones. India is a nation of shopkeepers with innovative competencies to delight customers. The evolutionary process has been quite exciting for modern retailers, who have had to re-examine the traditional methods of retailing, constantly upgrade processes and practices and develop them in order to increase their market share.

Barbara Turf Founder / President Turf International Development Group

Marco Kesteloo Sr. Partner Global Head - Retail Amsterdam

Chris Goodale VP Loyalty & Customer Insight Sobeys

Caroline Papadatos Sr. VP International LoyaltyOne

Mark Batenic CEO & President IGA Inc. USA.

Raghav Gupta Principal Consumer & Retail India

While India presents a large market opportunity given the number and increasing purchasing power of consumers,

there are significant challenges like high property costs, supply chain operations at inception mode and operational costs while the sales transaction sizes are not very large. In response to this combination of inherent consumption demand and a tight cost structure; retailers in India need to develop indigenous models of innovation in five key aspects of the value chain namely – Space, Merchandise, Price, People and Processes. With Foreign Direct Investment (FDI) in retail in India coming in, changes are especially inevitable. Caroline Papadatos - Senior VicePresident International, LoyaltyOne shares, “FDI will sharpen the focus on both back-end store operations and front-end customer management. Retailers in mature markets have a sophisticated customer toolkit and have become expert in leveraging customer data to build brands, increase footfalls and grow market share.” As retail organisations respond to such experiences, they also cull out and share best practices that are worth replicating. Committed to the growth of organised retail in India, Retailers Association of India (RAI) is organising a two-day "Retail Leadership Summit (RLS 2013)" on 7th and 8th Feb 2013 at Grand Hyatt, Santacruz East, Mumbai. DEC 2012-JAN 2013

This Summit is hosted annually and this is the 5th edition of the Retail Leadership Summit. The central theme of the Summit for RLS 2013 is “An invitation to innovation”. The Steering Committee of Retail Leadership Summit encompasses B. S. Nagesh, Founder TRRAIN, Chairman RAI and Vice Chairman, Shoppers Stop, Ajit Joshi, CEO & MD, Infiniti Retail Ltd., Croma A Tata Enterprises, Bijou Kurien, President & CE, Reliance Retail Ltd., Rakesh Biyani, Joint MD, Future Group, Shubhranshu Pani, Managing Director, Retail Services, Jones Lang LaSalle India and Vikram Bakshi - MD (North & East), McDonald's India. "Retail Leadership Summit(RLS 2013): An invitation to innovation” will witness speakers like Barbara Turf, Founder / President at Turf International Development Group, Former CEO and President at Crate & Barrel, Marco Kesteloo – Senior Partner, Global Head – Retail, Amsterdam, Chris Goodale, Vice-President, Loyalty & Customer Insight at Sobeys, Caroline Papadatos, Senior Vice-President International , LoyaltyOne, Mark Batenic, CEO & President, IGA Inc. USA., Raghav Gupta – Principal, Consumer & Retail, India and Chetan Sangoi, Managing Director, Sarvodaya 46

Stores Pvt Ltd., Sundeep Malhotra, Chief Executive Officer & Founder, HomeShop18, K Vaitheeswaran, Founder & Chief Executive Officer, Indiaplaza. co and Hari Menon, Cofounder and Chief Executive Officer, BigBasket. com Kumar Rajagopalan CEO Retailers Association of India

Citing the theme of the Summit, Mr. Kumar Rajagopalan, CEO, Retailers Association of India shares, “Retailers in India can see high opportunity to sell to customers. However customers too are getting accustomed to competitive retail offerings and channel options and they know that it is time to demand for items where they want , when they want and at prices they want. Media explosion, internet, smart phones, social media and travel options are creating various demands for time of consumers. This means that retailers have to get a larger share of time and wallet of consumers. Innovation and

Chetan Sangoi Managing Director Sarvodaya Stores Pvt Ltd.

Sundeep Malhotra Chief Executive Officer & Founder HomeShop18

K Vaitheeswaran Founder & Chief Executive Officer

local adaptation of international retail strategies are essential elements to thrive in this market. Retail Leadership Summit aims at creating a platform for various people to connect, converse, collaborate, celebrate with others in the industry and create new strategic focus for businesses.”

USA. shares his thoughts, “Collaboration is a must for success in the future. It is not all about price anymore, it can't be a winner takes all propositions which is how it is in India today. One needs an alliance of partners to succeed. It's imperative for success.”

In reference to one of the key sessions at the Summit around collaboration - Innovative Collaboration: A great Business opportunity, Mr. Mark Batenic, CEO & President, IGA Inc.

The Summit will witness a presentation of a study by Booz & Co. - Successful Innovation in Retailing in India – How smart ideas translate into profitable business. On


his expectations from the study Marco Kesteloo – Senior Partner, Global Head – Retail, Amsterdam, Booz & Company shares, “I would like to know how Indian retailers view innovation and its linkage with business success, and what we can learn from the retailers (both organized and unorganized) who have innovated successfully.” Mr. Raghav Gupta, Principal, Booz & Company shares his thoughts about innovation in the Indian business scenario, “Innovation has always been integral to many entrepreneurs and small Indian businesses. We call it Jugaad at times. It would be interesting to see, as large retailers develop, are they able to develop and maintain a culture and process of successful innovation.”l

DEC 2012-JAN 2013


Luxury brand Amit GT opens in Gurgaon


uxury brand Amit GT has recently unveiled its new boutique at star hotel The Westin, Gurgaon. “I have been looking for a right luxury location for a standalone store and I am fortunate that I got such a good location at the prestigious The Westin, Gurgaon,” says Amit GT. The 600 sq. ft., store features couture creations ranging from daywear dresses, top, trousers, skirts and jackets to evening and cocktail dresses in exclusive wardrobe presentations. The store has an achromatic scheme in high gloss finishes with amber as the highlight in the display areas. High back richly upholstered seats help create a lounge that encourages a relaxed luxury experience while sales staff help in choosing the ensemble. The store design allows an amazing view of the waterfall and the swimming pool inside the hotel from its window. The label is collaborated with the famous Swiss-based Company Jakob Schepfer which crafts fabrics for Louis Vuitton and Chanel, to design it luxurious fabrics. “India is no more unfamiliar to global luxury today and now has a huge disposable income to consume luxury fashion. Women in India now, have started adapting global trends like never before. It is actually the best time to do luxury in India,” he adds. Also on the cards soon are collaborated lines of accessories with many European designers in the store l DEC 2012-JAN 2013


wassup! Lacoste unveils world’s first Polo Lounge in India


acoste has launched a first of its kind Polo Lounge in Mumbai, besides introducing an innovative shopping experience with a mono- category concept store. Located at Bandra West the Lacoste Polo Lounge exclusively houses Polo shirts of different styles and colors, nearly 55 colors every season. “With the mono category concept lounge we wanted to offer a tribute to Lacoste heritage for its customer. This allows us to enhance the brand’s premium position and make the iconic polo shirt the emblem of a new attitude. The Polo Lounge is therefore reinstating our roots, remembering Rene Lacoste in a very unique way. The Lounge, with its new packaging, communicates the features and benefits of our products in a unique way,” says Rajesh Jain, Director and CEO of Lacoste India. The white interior infused along with a slick impression and urbane set up ricochet’s, timeless sensibility within this exquisite space. The lounge also offers an elegant environment weaving all the elements of the iconic Lacoste Polo in its interiors while an entire ‘Polo Wall’ details a size and style guide for the assistance of its patrons l


wassup! Tanishq introduces new chic range Mia


anishq launched its new sub brand ‘Mia Tanishq’, a new arty innovations which offers a dazzling urbane and chic range of jewelry. This range is inspired by the individuality of the urban-independent woman and truly projects power, confidence and taste. “While navigating through a new set of options, Tanishq found a gap in the product offering to the ‘working woman’. It was to this section that we wanted to offer products that were elegant, but differentiated. Something that was subtle but ‘noticeable’ for its class and design,” says Sukanya Gopinath, Manager Visual Merchandising, Tanishq VM & Store Design Studio.

The brand presentation is planned in a shopin-shops concept in retail stores across the country.  “Taking  the  learning’s  forward, Tanishq decided to establish MIA as a sub brand and created exclusive shop-in-shops in department stores. This was specifically for women who found it convenient to shop at these multibrand outlets with limited time on hand,” adds Sukanya. The design language of the presentation is clean and contemporary embellished with the color of gold, contemporary and elegance patterned finishes. The filigree texture rendered in the museum display cases was used to relate it to the mother Tanishq brand. Besides this, the design has also used strong and conservative materials to symbolize its specialization in gold. “Since the Mia is affordable work-wear jewelry, the Visual Merchandise was to be an integral part of the displays, rather than extension,” says Jenny Andrews, Director at STUDIO.J & Design Consultant for Mia Tanishq. She further adds, “A shop in shop for jewelry must break down customer experience into walking, seeing, talking, feeling and touching. So the navigation of the store must be simple and rectangular. Lighting design should be such that that it would enhance the sheen of gold even when a customer stands directly over a display. The glass separating a customers' hand from the displays must be shallow enough to create a strong sense of closeness. Buying gold in India is perceived as moving up in life. So the floor is elevated to signify progress”. After an extensive PAN India implementation of Mia Tanishq, the brand is now planning to design and setup Exclusive Brand Outlets l DEC 2012-JAN 2013


wassup! Roberto Cavalli steps into India


uxury designer label Roberto Cavalli, in alliance with Infinite Luxury Brands Pvt. Ltd, celebrated the opening of the brand’s first Cavalli Caffè and boutique at DLF Emporio Mall in New Delhi. The 400 sq. ft. store is located prominently on the ground floor of this mall enhanced with a collocated plush Cavalli caffé. The glitzy and sensual store personifies the brands' attitude and global high fashion quotient with the use of store design and presentation. The environment is created with the use of fine materials and elements from Italy produced exclusively for Roberto Cavalli. “I wanted to transmit all my passion for beauty and sensuality in a hospitality project. I think India will become immediately a big fan of Cavalli Caffè. Besides this, I do believe in the Indian market and I love the taste for fashion of Indian people, Indians have a way of mixing and matching bright colors, which is so exciting, and really close to my optimistic vision of fashion and glamour,” said Roberto Cavalli, Chairman of Roberto Cavalli Group. The opulent store features women’s and men’ prêt collection coordinated with an extensive range of fashion accessories of eyewear, jewellery, handbags, and wallets to name a few. Roberto Cavalli’s signature animal prints are very distinctly rendered in the store elements like the store front, the furniture and light fixtures. “I have always been an admirer of Roberto Cavalli’s impeccable style. The Cavalli brand is instantly recognizable and has captured the imagination of fashion lovers across India for decades. We are extremely excited to partner with this iconic label and look forward to providing our clients a bespoke and unique experience, which is so quintessentially Cavalli,” shares Manav Gangwani - India spokesperson for Infinite Luxury Brands Pvt. Ltd l


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wassup! Viveks launches new Digital 1 concept


iveks, the renowned Indian consumer electronics and home appliances retail chain, has launched a new version of its brand concept in its all new Viveks Digital 1 at the Forum Mall in Bangalore. The new concept was designed to woo the 'youngistan' of the country and provide a one stop solution in IT and Digital devices. Designed by FRDC, the format design has a unique form language which breaks the clutter in the current electronics market and also becomes a memorable environment to experience products. The store offerings are presented in the display islands which are inspired from the digital in form and finish. The store color palette in hues of white and grey is rendered on materials on the floor, ceiling and fixtures. Solid surface material, Antistatic vinyl floor and Acrylic shutters add to the interior concept. “The store plan is an open concept and thus provides a natural movement for customers and staff on help. The store invites customers from all three sides and thus it caters to its neighborhood very well without being a static store. The see through and views above 3 feet level helps to connect from all sides of other shops. The store plan welcomes a customer or a visitor without any obligation of a formal entry to a shop,� says Sanjay Agarwal, Managing Director, Future Research Design Company (FRDC) l

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wassup! BIBA launches its 100th store


thnic wear brand BIBA fortifies its leadership position with the commencement of its exclusive 100th store in Udaipur, Rajasthan. A wide range of assortment varying from a mix and match line, Salwar Kameez Dupatta to unstitched fabrics and BIBA girls range is featured in the store. Talking about the launch, Siddhartha Bindra, Managing Director, BIBA says, “From our first store in 2004 till 100th in 2012, the journey has been both exciting and challenging. It’s a proud moment for all of us.” The brand started its journey from Mumbai and in a span of around 25 years has augmented its reach to 46 cities. Besides this, BIBA has explored the markets in various small towns like Itanagar, Siliguri, Zirakpur, Aurangabad and Jabalpur to extend their national footprint. The company has also planned out aggressive expansion plans aiming to tap the existing potential in the booming women Indian-wear category. Bindra further added, “We have managed to evolve alongside the evolving taste of our consumers and this is why have managed to achieve a loyal fan base, panIndia. Our achievements reiterate the fact that over a period, BIBA has carved a niche for itself and is well accepted by the consumers across all demographics. This achievement has given us the strength to get more aggressive towards expansion and we plan to open another 40-50 stores by next financial year.” BIBA has recently tied the knot with designer Manish Arora to offer collections focused on the bridal and luxury segment, marking its foray into this exclusive segment l


N O V- D E C 2 0 1 2

wassup! Themed Kaidi Kitchen launched in Kolkata


aunched as the first project of KAI Commercial (P) Ltd., Kaidi Kitchen is the unique theme based restaurant launched in Kolkata where ‘jailers’ and ‘prisoners’ greet and serve pure vegetarian menu offering Indian and international delicacies. The 100-seater fine-dining restaurant is set in an area of 4,000sqft and is located on a popular high street, Camac Street, offering a unique experience of a ‘kaidi’ (prisoner) in an environment that is themed as a prison. Conceptualised by Akshit Agarwal, Managing Director, Kaidi Kitchen, he shares, “We wanted to open a restaurant with a difference which will interest anyone to experience that diversity. In any restaurant you visit for good food; the experience attached to it only gets completed if the ambience is really unique. ‘Experience Imprisonment’- is our tagline, as normal people do not go to jail, thus we wanted to give that feel to the customers when they are sitting inside that room behind the bars. I saw a toilet-themed restaurant in Japan and also there are also many theme-based restaurants in other cities of India like Delhi and Bangalore, so why not Kolkata? And it is all here.” The theme is rendered right from the restaurant entrance with a remarkable impression of a prison main gate. The interiors extend this into service tables set in prison cells, fire-brick walls and iron prison doors to add authenticity into the experience. Props like hand cuffs on the gate and red sirens add to the execution of the design concept. The method of greeting and serving the guests by prison uniformed staff adds to the prison experience. “When you enter any restaurant for the first time and if you are impressed by the environment then half of the battle is won. The food generally comes 10-15 minutes after you settle down and order the menu, here when you wait for your platter to come, the jailer closes the door and it adds to the feeling that you are inside a prison. One will also find this thematic relevance in the menu card as well with the segment called ‘Kaidiyo ki pasand’, and Litti Chokha which is a must try from this section”, informs Akshit. The service area gives an option of an open dining area and a private dining ‘prison cells’. The open kitchen adds the specialty dining ambience to the themed environment. Overall the experience delivered by the unique design and service surely acts as an innovative differentiator for the themed restaurant. DEC 2012-JAN 2013


Mr. Agarwal further informs, “We have completed the project within two and half months. We did a very rigorous market research by visiting various places, tasted the food there and then formulated this concept for the first time in India. Since the launch, the responses from our customers have been phenomenal. It is our gift to the pure vegetarian foodies of the city. We are even targeting to open one more outlet of Kaidi Kitchen within three months in the Salt Lake region of Kolkata and also there are future plans to expand this brand concept in other parts of the country.�l


DEC 2012-JAN 2013

wassup! World’s largest stocking at Shoppers Stop


hoppers stop, recently unveiled an installation of the world’s largest stocking at the entrance of the Home Stop Store at Ashok Nagar in Bangalore as part of the start of the Christmas season on a special date. “With the installation of our 225 feet stocking, we have splintered the earlier record set by the brand Globus, which crafted a 112 feet high stocking. We have smashed the world record which stands at 168 feet,” shares Arden J. Dsouza, Head- Visual Merchandising at Shoppers stop. The stocking installation measures 225 feet high, is 45 ft. toe to heel, 120 ft heel to top with extra stocking red fabric of 60 feet. The stocking has been stuffed with gifts that were distributed to children who visit the store on the eve of Christmas. The stocking installation is a part of the Christmas festival theme for Shoppers Stop, called ‘Holly Jolly’. The installation was launched on the 12th of December, to celebrate Retails Employees Day, at exactly 12 noon, 12 minute and 12 second. It took 10 days to plan as well as execute the entire concept. “Apart from 12th of December being a special day for our company, another reason behind this inaugural ceremony was this special date 12-12-12, which will not happen again so we thought of executing something innovative on this bizarre calendar day,” further adds Arden l

DEC 2012-JAN 2013


PRODUCT News • It eliminates the need for bulky plastic "hard tags" that limit a consumer's ability to properly try on clothing or shoes • Cost effective, as it can eliminate the labor intensive application of hard tags instore • Preserves the aesthetic visual impression of branded products • Improves overall customer experience • Best ant-theft solution PRODUCT SPECIFICATIONS Compatible with existing 8.2MHz EAS detection and deactivation systems Employs unique printed silicon electronics technology In today’s market scenario many retailers only display one shoe on the sales floor to avoid theft, requiring staff to leave the store floor to retrieve the second shoe in the backroom, while customers wait. An alternative to this, retailer punches hard tags through the leather of the shoe, restricting the ability of the customer to assess the fit of the shoe, and causing permanent damage to the item. !FaST is the first solution that truly allows shoe retailers to embed fail-safe EAS technology into the sole of the shoe, allowing them to place both shoes safely on the showroom floor and providing customer with a more comfortable shopping experience. In the case of fashion and apparel retailing hard tags cause customer in-convenience while trial and requires extra labour for its application.

!FaST Invisible anti- theft tags


new category of Electronic Article Surveillance (EAS) for the retail and fashion industry: the Invisible tag, has been unveiled by Nedap Retail in partnership with Kovio, Inc. This tag can be invisibly embedded into retail products and can be deactivated permanently at point of sale (POS), thus improving overall brand experience. !FaST ,once deactivated will not reactivate due to the wearing or cleaning of garments or wearing of shoes.

As a result, customer will no longer face the embarrassment of triggering the anti-theft alarm systems of retail stores long after a product has been purchased like in the case of traditional EAS labels. ADVANTAGES • True integration of EAS with the garment or shoe without the risk of consumer manipulation 57

This breakthrough innovation will redefine the retail connect with customer. Several world-class retailers have already tried! FaST. AVAILABLE AT: Global Label Center in Hong Kong Nedap’s Retail subsidiaries and business partners worldwide Nedap was established in 1929, and has been a pioneer in retail, first reinventing anti-theft systems for various retail segments while Kovio, Inc. designs, develops, and manufactures printed silicon products for Near Field Communication (NFC) and Electronic Article Surveillance (EAS) markets l DEC 2012-JAN 2013


Soundscapes Acoustical Clouds Ceiling


oundscapes acoustical clouds are designer panels that can raise the style quotient in interior designing. Being both sound absorbing and light reflectance it is ideal for areas that suffer from background noise and reverberation. It can be used as individual suspension or as group configuration providing striking design for a new space or to make an existing area more stylish. Made of glass wool core with painted glass wool scrim face, it is pre- formed into convex, concave, square, circular, hexagon, trapezoid or parallelogram shapes. This trendy ceiling is from the house of Armstrong World Industries, Inc. a global leader in the design and manufacture of floors and ceilings. Application Retail/Hospitality/Offices/Airports/ Exhibitions/ Atriums that demands acoustic features Individual Suspension: One can select from any of the ten eye-catching flat cloud panels and create individual designs according to the requirement Engineered Group Configuration: The Company provides grouping frames that allows perfect alignment of multiple shapes close to each other. Group shapes can be layout in various ways 4 panel square group, 4 panel linear groups, 4 panel rectangular groups, 7 panel groups, 9 panel groups etc Product Benefits: • Soundscapes shapes significantly reduces the background noises and reverberation time • 90% RH humidity resistant • Easy installation procedures • Adjustable height • Aesthetically defines spaces • Complement of complete range of hanging accessories available for individual or group suspension l

DEC 2012-JAN 2013


resource reco

Arena principle


his display technique ensures that the entire product range is visible from the front mid-floor area close to the entrance, right through to the back wall. The customer’s field of vision is structured into different layers within the store interior – from the front/low area (mid-floor) to the back/ceiling height area (back wall). Displays according to the arena principle can be used in shop-in-shops, large stores and in department stores. If the arena principle is respected, the customer can spot the product ranges displayed on the each of the merchandise supports right through to those on the back walls, from the main pathway. It gives the customer a good overview and draws him into the store.

Stands and gondolas for hanging and, in some cases, folded merchandise are used in the centre of the store. In addition to tables, stands and gondolas can also be selectively used for promotional displays. (-> mid-floor) The back wall display is also visible above the medium height stands and gondolas. The top zone is ideal for informative and decorative

elements with a long range effect, with information on the merchandise on display there and entices customers to the rear of the store. (-> wall display structure) Department layout using the arena principle – from front/low area to medium height elements through to the back/high area on the back walls

Layers within the store interior: • Height of furniture directly next to the main pathway: 1.00 to 1.20 metres • Height of furniture in the centre: 1.40 to 1.60 metres • Back wall elements: up to 2.60 metres in height

The modular Visplay system Kado is ideal for each of the layers – for mid-floor variations and wall elements

Table displays and tiered tables are ideal for displaying folded and standing items at the front of the store. People generally find tables very inviting and they serve as a focal attraction for assorted product displays and decorative elements.

Use of different Visplay systems: Kado tiered tables, Icons flat display stands and Xero Struc 8 for the back wall

Layers of the arena principle

Also for accessories: individual table elements in mid-floor and Icons flat cross stands infront of Invisible 6 wall panels (both from Visplay)


DEC 2012-JAN 2013

retail solutions providers Digital Printer MMT Digital Unit-46, A to Z Ind. Estate, G.K.Marg, Lower Parel, Mumbai - 400 013. Tel: 022-2493 7187 / 91 Email:

Retail Design Firms Aditac Solutions and Services Pvt Ltd 252/1b, Shanty Bhawan, 2nd Floor, Shshpur Jat, New Delhi - 110069 Tel: 011 26496016 / 41751026 Email: Ajay Shah Design Studio Arch # 33, Below Mahalaxmi Flyover Mahalaxmi, Mumbai - 400 034. Tel: 022-23541861 / 6451 2487 / Four Dimensions Retail Design India Pvt. Ltd. #15, I Floor, Saraswati Complex, 5th Cross, Malleshwaram, Bangalore – 560 003 Telefax: 080 4132 3099/ 4132 3198 Email: Dalziel & Pow Design Consultants Limited Level 2, 101, Kalpataru Synergy Building, Opposite Grand Hyatt, Santacruz East, Mumbai - 400 055. Tel: 022 39537373 Email : DCA Architects A-191, Sushant Lok, Phase 1, Gurgaon, Haryana, 122 001. Tel: 011-2680 2444/5 Design For Change Future Research Design Company Pvt Ltd 742. 8th A Main, 80 Feet Road Block 4 Koramangala, Bangalore - 560 034. Tel : 91-80-6001 6288

Glue Design Pvt. Ltd C-51, Sector-6, Noida 201 301. Tel: 0120 - 4747600 Email: Idiom Design & Consulting Ltd., Joseph Chemannur Memorial Hall, 1st Crs, 1st Stage, Indiranagar, Bangalore - 560 038. Tel : 080 41525300,41525301 Kingsmen Fairtech International Pvt. Ltd. B-25, Lala Lajpat Rai Marg Lajpat Nagar II, New Delhi - 110 024. India. Tel: +91-11-4660 6100 Email: MADISON + rkd retail/IQ Ground floor, Corporate Centre, Andheri Kurla Road, Andheri East, Mumbai 400 059, India. Tel: + 91.22.6177.1505 Cell:+91.9833913465 Restore Solutions Pvt. Ltd. # 75, Krishna Reddy Colony, Near Surya Narayana Kalyana Mantapa, Domlur Layout, Bangalore - 560071 Tel: 080 40596234 email: Shark Design+Manufacturing # D-7/1, Okhla Phase 2, New Delhi - 110 020. Tel: 91-11-46634400 Cell: 98100 45935 / 98101 13834 Studio J No.3484, 1st floor, 14th Main, Behind New Horizon School, HAL, 2nd stage, Indiranagar, Bangalore – 560 008. India Cell: 91 9686113406 Tel: 080 42185485 Email :

Fixtures ADI Automotives Pvt. Ltd. FF- 304 G, Sushant Shopping Arcade, Sushant Lok, Gugaon -122001 Haryana. Tel: 0124-4200501-04 Mobile: 09811604449 / 9313451001 Avitron Components Pvt Ltd 289 Sector 7 IMT Manesar, Gurgaon, Haryana - 122 050. Tel: 0124 4224435 Email: BP Ergo Ltd. 3rd Floor, DGP House, 88C, Old Prabhadevi Road, Prabhadevi, Mumbai 400 025. Maharashtra (W) India Tel: 91-22-6619 5500 / 6619 5555 Creative Display 85-B, Mohammed Ali Road, Opp Bombay, Mercantile Bank HO. Mumbai - 400 003. Tel: 91-22-43344750 / 99 Mob: 95946 51981 Email: sales@creativedisplay. in Disha Retail Fixtures Pvt. Ltd. Plot No 299,300 & 301, Bommasandra - Jigani Link Road Jigani, Bangalore - 562106 Karnataka. Tel : 08110 - 417000 Email: Donracks TMTE Metal Tech Pvt Ltd 25-A/2, Dairy Road, SIDCO Industrial Estate, Ambattur, Chennai - 600 098 Tel: 9500091523/ 9381017739 Email:

Entasis India Pvt Ltd B-46, Ground Floor, Okhla Industrial Area, Phase I, New Delhi - 110 020. Tel: 011 26371564 / 9810121519 Email:

WD Partners India Pvt Ltd. 3rd Floor, Techweb Center New Link Road, Oshiwara Jogeshwari West Mumbai 400 102. Tel: 91-22- 6780 3256 Mob: 99876 86242 Email:

Dovetail Furniture Pvt. Ltd. 240/B, Bommasandra Industrial Area Hosur Road, Anekal Taluka Bangalore - 99. Karnataka, Tel: 080 27832430 / 27835927 Fax : 27831516

Genesis Solutions Ltd. 105, Allied House, 1 Local Shopping Center, Madangir, New Delhi - 110 062. Tel: 011 41649442 Email:

V-Design Architectural Solutions Pvt. Ltd. 61/63, K K Marg, Jacob Circle (Saat Rasta) Byculla, Mumbai - 400 011. Tel: +91-22-3192 8383 Email:

Electrospark - Retail Ware A- 122 & 123, Okhla Industrial Estate, Phase II, New Delhi - 110020 Tel: 011 26386121 / 26386122/26384669 Email:

DEC 2012-JAN 2013


retail solutions providers Fourth Dimension Design Pvt Ltd A-7, Gurukul Industrial Zone, Sarai Khawaja, Faridabad, Haryana - 121009 Tel: 0129-4186700 Email: Insync Retail Project Management (Safe Enterprises) D-372, TTC Industrial Area, MIDC, Turbhe,Navi Mumbai, Maharashtra -03 Tel: 022 27619643 / 9619885005 Email: Kider India Pvt. Ltd Old Gat, 851/2, New Gat, 584/2, Koregaon Bhima, Tal-Shirur, Pune - 412212 Tel : 02137 - 678000 & 02137 - 678014 Email:

Flatbed Printing Printech Digital Imaging Pvt. Ltd., #270/2, Near Bhanu Nursing Home, Bommanahalli, Bangalore - 560 068. Tel : 4150 8666 / 8679 Email:

Lighting Plus Light Tech 1007 to 1010, 10th Floor, A 'Wing, Corporate Avenue, Sonawala Road, Goregaon (East), Mumbai - 400 063. Tel: 022 26865671/72 /73 Mob: 98204 32995 Email:

Mannequins Clone Mannequins D-9/4, Okhla Industrial Area, Phase 2 New Delhi - 110 020. Tel: 91-11-4066 4000 Email: Jambudweep Impex 289,(RZ 209), Syed Nangloi Opp Gate No-6, GH 5 & 7 Flats, Near Meera Bagh, Pancham Vihar, Delhi - 110 087. Tel: 011 25264821 Email:

Resync Progressive Retail Solutions Astarc House, 76/79 Makwana Lane, Takpada, Off Andheri Kurla Road,Marol, Andheri (E), Maharashtra, Mumbai - 400059 Tel: 022 66793500 / 9867759258 Retails 521, Sector 37, Pace city 2,Gurgaon, Haryana -122 029. Tel: 0124 4088962 Email: Signage Systems India C 106/4, Naraina Indl. Area, Phase - 1, New Delhi - 110 028. Tel: +91-11-2589 5816 Email:

Retail Security System Tyco Fire & Security India Pvt. Ltd. D - 601, Campus – D, 6th Floor, RMZ Centennial, Kundalahalli Main Road, Bangalore – 560 048, India Toll Free: 1800 – 102 – 8926 Email:

Tranz Mannequins Pvt. Ltd. 217, 10th A Main, 1st Block, HRBR Layout, Opposite State Bank of Travancore, Bangalore - 560 043. Tel: 91-80-4160 1289 Email: Matrix Visual Innovations Pvt Ltd 45/1 2nd Floor , Corner Market, Malviya Nagar, New Delhi -110 017. Tel: 011 41007206 Email: Mosh India Corporation Inc. B-53, Shukla Industrial Compound, Ashok Van, Dahisar (E), Mumbai - 400 068. Tel: +91-22-2848 3458, 91-98673 91614 Email: Rocky Steels 52, Kika Street,Gulalwadi, Mumbai- 400 004. Tel: +91 22 2242 2837 Mob: +91 9867618333 Email: Website: Veejay Sales Corporation India (Welworth) C - 297, Mayapuri Industrial Area, Phase II New Delhi, Delhi - 110064 Tel: 011 28116109/ Email: DEC 2012-JAN 2013

Solution Provider Stonarts.D Adugodi,Bangalore - 560 030. Tel: +91-80-2210 1010 Email:


Retail Solution Providers - Others

Amitoje Creations C-113,1st Floor, Okhla Industrial Area, Phase-1, New Delhi - 110020 Tel: 011 40516558/40516556/47698000 Email:

Aluco Panels D - 19/3, Okhla Industrial Area, Phase 2, New Delhi,Delhi - 110020 Tel: 011 26811328 / 9810192105 / Email:

GH Graphics Pvt. Ltd. # D-36, Okhla Industrial Area, Phase - I, New Delhi - 110020 Tel: 011 40567440 Email:

Axind Software Pvt Ltd Plot #60 A, Sector-18, Gurgaon, Haryana - 122002 Tel: 0124-6468464 Email:

Pioneer Aluminium Pvt Ltd Plot No. 6, 12/2, Inderprastha Estate No. 1, Mathura Road, Sector 37, Faridabad, Haryana - 121003 Tel: 0129 417264 / 09810118196 62

Nice RetailBiz Technology Pvt. Limited C- Block, 612, Shahpuri's Tower, C-58, Community Centre, Janakpuri, New Delhi - 110058 Tel: 011-25550030 -31

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Visual Merchandising & Retails Design  
Visual Merchandising & Retails Design  

VM&RD 15 Dec - 14 Jan