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Volume 7 Issue 7 15 May 2012 - 14 June 2012

Getting Physical!

Vasant Jante Surender Gnanaolivu Nabamita Chatterjee Vinod Kumar V

CIRCULATION / EDITORIAL OFFICE #1019/2, 1st Cross, Geetanjali Layout, New Thippasandra, Bangalore-560 075. Tel : 91-80-40522777 / 25294933 Email:


hopping experience is no more about just brick and mortar stores but is extended to clicks in the virtual store too. They complement each other and also compete for the same consumer. To counter the large assortments and discounts offered by the virtual stores, the physical store concept is offering customized feature loaded products presented in very innovative displays and environments that deliver superlative shopping experiences. This issue of VM&RD brings to you concepts from India and across the world that present testimonies of innovative store design and visual merchandising that stood out from the crowd to help achieve ambitious business objectives. In International stories read how the re-imagined store design of the iconic American brand Timberland creates an experience of the outdoors within the store inspiring their customers with the great outdoors and equipping them with the right gear to experience it. Dutch fashion boutique, Blijdetsteijn, used store design and presentation to highlight its diverse and unconventional attitude towards fashion within the store across different style areas in Netherlands. Read about how back home in India Gant, the Swedish luxury sportswear brand and Hästens, the luxury sleep solutions brand launch their concepts with stunning experiential concepts. Designer labels retailer, Sasya, presents a unique boutiquesin-boutique concept in its flagship store. Arttdinox features unique designer stainless steel tableware and home décor from Steel giant Jindal in an eclectic store environment. Featured are innovative window display concepts each with a unique story to tell. The theatrical Harvey Nichols’ windows blend sweet nostalgia of the 1950’s with its latest in vogue offerings. A simple innovation from Allen Solly demonstrates how to feature a different window concept every day of the week. Bombay High launched its Summer Aqua Collection in a theme that literally converts its window into dynamic aquariums. And Planet Fashion incredibly blends its four different brands into one unifying nautical theme. This issue also offers inspiration form the story of Aftab Bandhukwala on how he ‘ventured’ into retail. Read about what makes you buy in airports in the column ‘Buy on the fly’ by Surender Gnanolivu. Read about ‘wassup’ in the market place on launches of new concepts from Destination Maternity, Hidesign and Everyday Project. Overall, this issue bring an interesting collection of ideas, inspirations, innovations and testimonies from brand and retailers who dared to be different in the physical space to create memorable experiences for their customers. Enjoy the read! Cheers!

Vasant Jante M AY 2 0 1 2



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 Sales Mansi Chawla 98999 00399 Neetu Sharma 95603 55586 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




Bombay High


Allen Solly


Planet Fashion




Harvey Nichols















Surender Gnanaolivu


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window display

Taking a dip in Collection Aqua! Bombay High launched its Spring Summer in a unique aquarium theme that drew attention and dramatized the collection in its store windows by literally converting the window spaces into aquariums! The concept was the idea of Surreal Brand Solutions who interpreted the concept for different store sizes and locations in the store environment.


he flagship store brand to Cottstown Pvt. Ltd., Bombay High is a specialty apparel destination that offers young fashion for men and women with its exquisite line of Classic Formals and Smart Casuals. This spring summer the store dressed its windows in a dramatic theme, a large than life aquarium, to highlight and promote its ‘Collection Aqua’ range. The flagship metro stores in Mumbai and Delhi have a unique rear projection technique which projects a complete underwater marine ecosystem scene to add remarkable realism to the setting. The concept was ideated by Bombay High’s long standing brand presentation consultant, Surreal Brand Solutions Pvt. Ltd., who extended the visual experience in the store from the window to in-store focal points. The setting was comprised of life size props like the underwater flora and fauna on the foreground and live rear video projection of a dynamic aquatic backdrop. Materials used to create the realistic props were fiber glass, wood, liquid foam and acrylic. The lighting concept added accents and washes to add depth and drama to the setting. The theme was extended inside the store with specially made ‘aquatic life’ theme fixtures. Bombay High carried this theme across 17



of its large formats with condensed interpretations of the concept in its smaller stores. The concept is planned to be featured from April to June and extended into the Sale Season with the addition of some new elements l

Smitha Samuel 7

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window display

Every day is Friday! To showcase its new collection that promoted the brand’s signature Friday dressing concept, Allen Solly designed a clever dynamic window concept that could be changed every day by simply rearranging the graphics. This concept emphasized the brand’s commitment to its positioning of ‘Every day is Friday’.


tarting this summer in April, Allen Solly windows have changed to feature a fresh new innovative way of making a window change every day! Explains Anuraag S., Head - Visual Merchandising, Allen Solly, “People are bored of the regular, and would like to be equipped to add expression to the everyday formal workplace atmosphere. Keeping this in mind, we wanted to create a dynamic window concept, one that the sales staff could play around with everyday and create a new-look in the windows.” The key elements that make the daily change possible are graphics applied onto reconfigurable elements like a cube. By merely reconfiguring four cubes the graphic message of the window can be changed and in combination with the change in the fashion featured on the mannequin the window M AY 2 0 1 2


message and story can be changed. A clever add-on to emphasize this: a note pad with the day of the week checked with a moveable tick. This is easy to execute every day by the store level operations and hence enable the store to have a different window every day of the week. Simple and brilliant! Anuraag explains, “The concept is very dynamic. Promoting further the commercials in mainstream campaigns, we have come up with a simple but effective concept for window display where every store sales staff can themselves get involved in the Window Display. In just 10-15 minutes every morning the window is made alive and happening day after day. All they need to do each day is: (1) re-position the boxes as per the day (Monday, Tuesday….), (2) change the merchandise displayed on the boxes, (3) move the ‘tick-mark’ according to the day, and (4) change the mannequin attire every day as prescribed/suggested.” Track lighting has been used to draw attention to the fashion statement and the communication supporting each configuration. The theme has also been extended in-store in table tops and shelf talker that support merchandise presentation. This window concept has been executed at 150 stores and is scheduled to be featured for 45 days in them l Smitha Samuel Design & Conceptualization Anuraag S, Head-Visual Merchandising, Allen Solly Production Purushotham TR Styling & Planning Ritu Sahay, Aakash Ashesh & Vishal Jethwa Execution & Set-up Srinivas M, Wasim Khan, Arun Kumar, Santosh Kumar


window display

Linen leisure Planet Fashion windows feature the Summer Linen collection of all their brands in one thematic story that portray casual leisure fashion in a ‘Nautical setting’.


lanet Fashion, a multi branded fashion format of Madura Garments, offers a portfolio of fashion wear for men for different moods and occasions with its brands like Allen Solly, Louis Phillipe, Vanheusen and Peter England. Planet Fashion recently launched its summer collection in a thematic window that brought together all its brands into one story that portrayed casual leisure fashion. “With a view to create a leisurely look in the windows, so also highlighting the collection for the season linen, we came up with a theme that could accommodate collections from all the Madura brands, to showcase in the show window. We zeroed down on a nautical theme which is a generic theme for casual wear, and can easily incorporate linen,” shares Tarkeshwar Singh, Asst. Manager - VM Creative team, Planet Fashion at Madura Garments. Stylized mannequins featured coordinated and layered merchandise complemented with props made of various materials to add drama to the thematic setting. “Wooden logs, a wooden plank backdrop, oars, ropes, sand, photo frames and anchor were the props that were mainly used,” says Tarkeshwar. He adds, “Most of the props were used in their natural form, except the anchors, which were made of thermocol, covered with thin plywood and painted white, as they had to be hung from the false ceiling.” The theme has been extended throughout the store focal points to draw attention to the summer collection sold in the store for the season. This theme is planned to be featured in the store till June 2012 l Smitha Samuel


Space Design


window display

Impressions of Spring-Summer Popular Italian fashion brand UCB welcomes its Spring Summer fashion collections with three distinct window concepts, each addressing a different lifestyle need and mood.


CB unveils its three summer fashion collections in three unique window concept impressions– Life in the city, Tree & Swing Window and the Wheel Window. All of them have been conceptualized in the brand's principle design studio in Italy. Local interpretations of the design were adapted and implemented across different store formats and locations. Life in the city: This window has been designed around the skyscrapers of New York City showcasing the excitement through the display of a collection of adventurous city youth fashion. “Teenage is synonymous to exploration, fun and the idea of being an adult. This concept captures the young New Yorker, exploring the iconic city destinations during spring,” explains Animesh Ikshit, Head – VM & Projects at UCB. Corrugated boxes wrapped in the city’s favorite newspaper, The New York Times, create impressions of skyscrapers. A quirky touch to the display is the use of artificial apples.

Life in the City Concept has been designed around the skyscrapers of New York City showcasing the excitement through the display of a collection of adventurous city youth fashion.

Tree and Swing Window: This window concept is an interpretation of spring with mnemonics like trees, birds and rope swings to create the mood to feature outdoor leisure. “This window concept was designed to consider an adaptation during the month of March without losing the essence of spring,” comments Animesh. He continues, “The adaption introduced was a white shabby swing hung from the same tree branch of the previous window depicting spring transcending into full ‘swing’.” The setting is used to feature a collection of fashion accessories like bags and shoes that are coordinated with the apparel featured. Router cut materials are used to create the forms and wooden planks and ropes for the swing, all integrated to form the window display concept. Wheel Window: This window is a dynamic display created with suspended paint dipped spoke wheels and chains used as contrasting props to depict exciting outdoor freedom for fashion. “The dynamism comes across through the various phases and adaptations that take place in the peak of summer. We plan to adapt the window with the use of additional pipes and S-hooks M AY 2 0 1 2


on the wheels that would later highlight our knits and denim, the new entrants in the most exciting manner,� explains Animesh. UCB featured differently interpreted window display themes for the Spring Summer Collection extended into in-store floor presentation which are planned to be featured for 40-45 days in all its stores l Tree and Swing Window Concept is an interpretation of spring with mnemonics like trees, birds and rope swings to create the mood to feature outdoor leisure

Wheel Window Concept is created with suspended paint dipped spoke wheels and chains used as contrasting props to depict exciting outdoor freedom for fashion.


Smitha Samuel

window display

Vintage in vogue Vintage shops come back to life at Harvey Nichols’ shop front at Knightsbridge, where the retailer’s latest window installation celebrates the Queen’s diamond jubilee with the British high street of the past. Sweet nostalgia of the 1950’s acts as an interesting backdrop to also showcase the latest in vogue.


alling it their most ambitious window installation to date, Harvey Nichols commemorates Her Royal Highness’ diamond jubilee by transforming their windows into a quaint British High Street of yesteryear with shops and boutiques from throughout the Queen’s illustrious reign. “We wanted our Jubilee windows to have a distinct vintage 1950s feel about them to pay tribute to the era of the Queen’s coronation, while also referencing the best in this season’s fashion,” says Janet Wardley, Head of Visual Display for Harvey Nichols. Each shop is playfully named with some reference to Harvey Nichols, such as H. Nichols and Sons Greengrocer, Blooming Lovely Florist and Nic’s Plaice Fishmonger that displays the best ‘Aquatic’ fashion from Spring-Summer 2012, including Peter Pilotto and Christopher Kane. Other must-see shop fronts are the cheeky Harvey Nickers lingerie shop and The Knightsbridge Corner Shop which is complete with sugary sweet confections from the Harvey Nichols Foodmarket set amongst this season’s candyM AY 2 0 1 2


colored accessories. “The inspiration for the shop fronts came directly from the trends seen on the SS 2012 catwalks - sugary pastels for the sweet shop, floral for the florist, fruit and vegetable prints for the greengrocer, and fish-like sequins and lace detailing for the fishmonger,” Janet explains. Making this dramatic installation more real, some of the shops’ facades are made to look as if they are on outside of the window and combined with the displays within the window they give an impression of old-fashioned shop fronts, alleys and entranceways. According to the display team, mannequins installed are mainly in realistic renovations to enhance the street scene as if they are on a day out shopping or walking the dog. Props are used to create dramatic settings to feature merchandise in very unusual but memorable ways. Who would imagine a bright yellow heels sitting amongst fake bananas or tins of kippers next to fake scaly fish! To realize this ambitious project, a team of 40 worked around the clock for a week to complete this traditional high street window scheme. Capturing the process of installing their windows for the first time, one can visit http:// to watch an exclusive behind-the-scenes video l

Chanda Kumar


behind the scene

Venturing into V-Design After a good grounding in Architectural Design and taking on retail design opportunities, Aftab Bandhukwala, committed his focus and passion to retail design and build. Aftab chats up with VM&RD to take us through his experiences in the Indian Retail Industry.

Afta Bandhukwala Founder & MD V-Design Architectural Solutions Pvt. Ltd.


ftab started his career with some invaluable exposure to architectural design with Phirosa Neterwala under her associate Dinshaw Patel. “I received the exposure and experience in five intense and invigorating years that have seen me where I am today. I learnt nothing was impossible and no design hurdle unconquerable. The detailing that Dinshaw had me generate, often under duress, has always seen me excel in a field of erudite peers,” shares Aftab. His venture into retail design was by sheer chance, “through a discussion with a friend who worked in Retail,” shares Aftab. The timing synchronized with the organized retail boom in India and that prompted him to start his proprietary firm, Ventures India also known as V-Design Architectural Solutions Pvt. Ltd., to offer architectural design services for Corporate, Residential and Retail sectors. The focus however has been the retail industry which commands a significant share of 75% of their business. The art and science of retailing and its challenges which threw up opportunities acted as the catalyst for Aftab’s passionate interest in retail design. “While I have always been one for function over form, the nature and intensity of the function thrilled me and continues to date. And nor is it true that it is all about science and planograms, the design challenges, working within these parameters are immense, and the creative surge thus generated thrills me,” Aftab says. His venture in the retail industry had him taking up work successfully with premium brands like Escada and Tanishq. V-Design focused on offering design consultancy for Store Design and Presentation extended into build services. For brand architecture design services V-Build M AY 2 0 1 2

teamed up with partners to offer clients the full line of design services. “As designers, our philosophy has always been to taking a different and more educated approach to all the retail design projects we handle. Retail Design requires a more scientific understanding since the goal is beyond aesthetics, it is more to do with how design 18

can aid the point of purchase and the closure of sale. The design has to collaborate with the retailing ideology and vision of the brand. Each retailer has his own unique product and specific customers he targets. The design has to therefore work for both, the product as well as its audience,” says Aftab. Aftab does believe in attention to detail which is the DNA

of retail design in which all psychological and physiological needs of the stake holders are considered to deliver customer delight and a profitable retail proposition for the client. He explains, “Details in the design are of paramount importance. Ergonomics of the display units, seating systems, location and impact of visual merchandising and information systems and design features that enhance the product and its impact rather than overpower it need special address in the design ideology. Our main aim is to ensure the store turns out to be an experience from which the customer leaves feeling like a king! In a nutshell, we design to sell for our client as much as to thrill the customer’s eye, by no means a small challenge but one that we have always executed with aplomb.” Aftab’s success has been his approach to learn on the go from delivering design solution for a diverse portfolio of clients in different businesses with different needs. With much humility Aftab also adds, “We understand we do not know it all. So we have clients come with newer variety of projects and we handle these with an open-minded attitude towards their experience, and evolving our skills,


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thereby widening our portfolio and spectrum of offerings has been another important factor that has seen us keep pace in the racing growth in retail.” Aftab also talks about the challenges he faced in-terms of resources, technology and consistent quality of execution and how that prompted him to consider backward integration of his services. He says, “There was one point where the availability of materials and evolved technology used to be a big challenge, but increasingly that is no longer the case. However, the forbidding price of products and finishes sometimes makes it challenging to incorporate, particularly if the project is on a tight budget. Down the line, the availability of efficient and reliable execution vendors is always a challenge. Our best designs sometimes take much effort to materialize simply because the outfit executing the design does not comprehend or is just not able to deliver quality. This was one of the prime reasons for us promoting an inhouse execution outfit called V-Build Spaces Pvt. Ltd.; we simply needed a better option to ensure the correct fructification of our ideas.” On a concluding note, Aftab pays ode to the retail industry which kindled his passion to be fascinated by the facet of retail design: “Ever since, I have been involved in retail design, the journey has brought new meaning to the term ‘design’ and thrown challenges that have enriched me with experience that a lifetime as a designer may not have unraveled.” l Smitha Samuel M AY 2 0 1 2



The architectural treatment to the building helps draw special attention to the building and present the store as a destination for luxury

INdian Design


The Boutique Collection Premium designer boutique Sasya recently launched in Kolkata a destination of designer collections for different occasions. Conceptualized by Illume Design, the store makes a bold statement of luxury right from its façade to its distinctly differentiated boutique settings across different levels of the store.


rainchild of Ranjit and Mayank Agarwal, Sasya is a luxury destination, housing an exquisite portfolio of designer labels like Shantanu Nikhil, Tarun Tahilani, Krishna Mehta, Rahul Khanna and many others. Parented by Alipur Condominiums and Investments Pvt. Ltd., the store design is a collection of different boutiques across different floors, each offering a distinctly different offering and experience. “Our prime objective of launching Sasya’s first flagship store was to make available a multi-designer destination,” shares Ranchit Agarwal, CoDirector, Sasya. The grand façade magnificently fronts 1,800sft of luxurious retail space equally spread across five floors offering occasion wear solutions for men and women from dressy casuals to formal wedding wear strategically segmented to address customer needs and shopping convenience. “Our intension was to make available a five star experience. That’s why we went with a classy look for our 60x50ft façade,” comments Mayank Agarwal, CoDirector, Sasya. The architectural treatment to the building 23

façade clad with high end material helps draw special attention to the building and present the store as a destination for luxury. Explains V. Chadha, Architect at Design Cell, “The angular points of the building have been specially taken care of, so as to create a dramatic ambience. Jafri work in steel and silver has been included, showcasing a vibrant look, along with providing a shadowy effect which shows with the changing time of the day. Even chandeliers have been used to add on to the grandiosity. All in all, we have designed the building in a manner such that in the day time it gives a different look and at night it transforms into another entity.” The store design was conceptualized by Illume Design and environment graphics and motifs rendered by Design Cell. Each floor is designed in a different concept to deliver a differentiated experience to complement the offerings on that floor. “Every level feels like a new store,” enthuses Mayank. Adds V. Chadha, “We have extensively used motifs on different surfaces in the interiors - on walls, fixtures, and other elements.” Mayank continues, “The layout of the store has been created keeping in mind the range of fabric presented in each M AY 2 0 1 2

The ground floor offers collection of lighter ethnic fashion presented in a relatively simpler environment where mannequins feature the design highlights across the floor

The second floor offers an exclusive range of designer sarees presented in an assisted service setting with display counters and comfortable seating

The first floor feature formal ethnic designer collections in a plusher environment with special fixtures and presentation complemented with luxuriously upholstered seating

The third floor features very formal wear for men presented in a very masculine environment emphasized with earthy color finishes and textures in a lounge setting

the options of materials presented in a very organized layout across service counters and convenient seating. Coordinated accessories like socks are presented in an organized peg wall. “Getting a location as Shakespeare Sarani was simply great. It was one of the main factors that helped us to create such a signature store,” comments Rachit. Mayank adds, “To make our customers feel special, we have hired trained sales professionals to guide and provide our customers with style tips.” The store has two kinds of trial rooms, one for casual trial - an outside parlor and the other for specific trial which has a dedicated stylist. “The later is an ante-chamber lavishly designed to make the experience of the trial a memorable one,” says Ranchit. The fourth floor features the personalized luxury of madeto-measure services in a very organized layout across service counters and convenient seating

floor. Somewhere it’s the matching wallpapers giving a vibrant look or the stone work, motifs or the ‘jafri’ effect all intricately used in Sasya.” The transition from floor to floor is through interesting features created with materials and finishes like leather, wood, wall paper, marble etc. in staircase landings. The ground floor offers a lighter and elegant range of ethnic dresses, tunics and kurtis presented in a relatively simpler environment where mannequins in different poses feature the design highlights across the floor. The first floor feature formal ethnic designer collections of salwar suits and lehengas. The environment is designed plusher and is

embellished with motifs in relief on the wall, wardrobe features fixtures, floor covering in Italian marble, wood, metal inlays and luxuriously upholstered seating. The second floor offers an exclusive range of designer sarees presented in an assisted service setting with display counters and comfortable seating. The third floor features very formal wear for men presented in a very masculine environment emphasized with earthy color finishes and textures in plush lounge setting. The fourth floor features the personalized luxury of made-to-measure services with 25

On a concluding note, Mayank says, “The launch of the Sasya flagship store has had a huge response. From within a very short time Sasya has become a prime name in Kolkata for designer apparel.” Sasya has plans to expand its reach to other parts of the country l Nabamita Chatterjee Design & VM Team Rachit Agarwal Mayank Agarwal Fixtures & Furniture Stellar Furnishings Lighting Sanjay Sakera M AY 2 0 1 2

Lifesteel !

A contemporary look sprinkled with a dash of Indian designs makes the newly opened Arttdinox store in New Delhi an interesting space that complements the brand’s identity and the merchandise it houses. Designed by DFC, the warm hues coupled with home-like ambience sets the brand apart from the stiff environments of other stores in the genre.


rttdinox, a brand by Jindal Steels and Lifestyle, recently launched its first flagship store at the Defence Colony in New Delhi to offer Indian houses a contemporary design range of dinnerware and kitchens.  “Jindal Stainless Limited provides best quality steel, so the objective of changing the business model from that of a direct retailer model into a store is to bring the excellent designs and forms in stainless steel tableware and home décor products to India. Each product depicts a relationship between the conventional Indian roots and modern living,” says Deepika Jindal, Managing Director, Jindal Steels and Lifestyle. Designed by DFC, FRDC, Bangalore, the store is a first of its kind in India to offer a comprehensive range of kitchens and kitchenware under one roof. Complementing the brand’s merchandise, the store has an international contemporary and minimalistic look with a distinct touch of Indianism.

An attention grabbing glass exterior outlined with the brand color, fuchsia, hence creating a visual signature for the brand

INdian Design


Glossy seamless Nesting tables feature large solutions for different occasions


powder would be too loud for the space; the warm ochre shade of turmeric has been used as a base for the merchandise to be displayed,” Sanjay adds. The upmarket environment is designed to be apt to feature its premium products. Glossy seamless Nesting tables feature large solutions for different occasions. Props such as fresh flowers not only break the monotony but also portray a home-like setting for the merchandise. According to DFC, the store’s color palette is muted for sophistication, hence natural washed ozone grey flooring, ceramic tiles on walls, and curvilinear shelves with LED in lighting, mustard/haldi yellow tint of glass as surface, all blend to create the desired effect and environment. Boutique lighting is designed to highlight merchandise and special features in the store and the ambient lighting a soft general lighting. Encouraged with a great response to the launch of its first store, the brand is opening its second exclusive outlet in Mumbai at the end of this year. Arttdinox has been operating through an extensive dealership network across 15 cities in India including metropolitans like Delhi, Mumbai, Bangalore, Ahemdabad and Pune among others l

Chanda Kumar

Brand Owner Deepika Jindal, Jindal Lifestyles Marketing & Communications Head Urvashi Agarwal, GM, Arttdinox The home décor section is designed on organic curved in-lit shelves that are inspired by the forms of the offerings

“We wanted to provide a design driven by Indian minimalism. We looked for inspirations in Indian and European kitchens. Featuring an eclectic selection of modular kitchens in stainless steel and home décor products in five categories of bar, beverage, dining, kitchenware and accessories, the store also combines a 'Design with us' corner for customization and client's specific needs,” shares Sanjay Agarwal, Director, FRDC. Located in the uptown Defence Colony of New Delhi, the Arttdinox store has an attention grabbing glass exterior outlined with the brand color, fuchsia, hence creating a visual signature for the brand. Measuring 2000sq ft, the store is primarily divided into three zones i.e. the home décor products, the stainless steel modular kitchens, and the ‘Design with us’ corner. The home M AY 2 0 1 2

décor section is designed on organic curved in-lit shelves that are inspired by the forms of the offerings. “We wanted to design something that complements the design of the products on display. And we found that most cookware and dinnerware take a round or oval shape, hence the curved shelves bring this element in the store design,” Sanjay says. Blending Indian culture in the design vital for Arttdinox’s brand identity and this was created using colors and forms. Yellow display shelves are inspired from turmeric or ‘haldi’ an important ingredient in the Indian cuisine. “Turmeric and chilli powder act as core ingredients in every Indian dish. We thought that since the ‘red’ associated with chilli 28

Project Manager (Client side) Divya Sharma, AGM, Jindal Consultancy Limited Retail Design Strategy & Concept DFC, FRDC, Bangalore Design Strategy Sanjay A, Tanushree S Design Team Vivek B, Manoj R, Sayantani B, Fazal K, Sanjay U, Surabhi G Interior Contractor Diviana Signage Racorp Photography Ramesh A - Mad Design Lab


Bed of Luxury Swedish luxury beds brand Hästens opens its flagship store in Delhi at the premium South Court Mall in Saket. The store offers its unique product proposition in a luxury home environment that offers premium personalized sleep solutions for discerning customers.


ased out of Sweden and with a footprint across 35 countries, Hästens is a privately owned family company which was founded back in 1852. After a start with making saddles and carriage furniture, it later diversified into beds as its main business though it retained its heritage with its brand’s logo – a horse. For more than 150 years Hästens has been known for its handcrafted luxury beds which use nothing but natural filling materials. It’s with the same precision and care that bedding merchandise has been provided at Hästens newly launched store in Saket. Utmost care has been taken to provide an environment where customers can make informed buying decisions.

Hästens recently opened its flagship store at DLF SOUTH Court Mall, Saket, Delhi with its offerings of luxury beds in a luxury home store concept spread over 250sqm. “Our main intention was to give customers a personalized experience. In other words, through a luxurious environment as Hästens, our objective is to create an experience zone, not just a showroom with merchandise on display,” shares Sanjay Verma, Regional Manager (Africa, India and the Middle East), Hästens Sängar AB of Sweden. Hanna Tellskog, Store Designer, Hästens Sängar AB of Sweden adds, “We narrowed down on a home-like ambience for the store.” Addressing the needs of a mature, premium and discerning segment, the brand offers high

end solutions for beds which are handmade, 100 per cent eco-friendly and designed keeping in mind one’s physical needs for a good sleep. They offer three collections including frame beds, continental beds and adjustable beds made with horse hair. The store front design has open-backwindows that offer a clear view into the store giving an enticing gist of what it has to offer. “We’ve followed Hästens standard, a uniform store front to create brand consistency. The graphics in the window display changes four times a year to reflect the four cornerstones of the brand,” says Hanna. The window display communicates the ‘sleep solution’ positioning of the brand with a great coordinated display of furniture and sleep wardrobe apparel.

The store front design has open-back-windows that offer a clear view into the store giving an enticing gist of what it has to offer

INdian Design


The store entrance leads to hospitality style reception with marble floor covering and a dark veneer clad counter

The store entrance leads to a hospitality styled reception with marble floor covering and dark veneer clad counter and back drop signed with a metal cut rendered logo. This flows into three distinct sleep experience zones conceptualized in warm luxury home settings. Every zone is laid out in spacious coordinated settings with accessories and apparel that go with the luxury of good sleep. Concepts like detachable beds, kids section, and luxury sleep range are highlighted in the store in the zones. The four large glazed windows facing the street were innovatively converted into opportunistic mediums to communicate the brand’s specialist positioning – “We turned these into four bed display areas, which with a touch of a button could be turned into four private spaces like a bed room,” explains Hanna. Gunilla Skyma, Visual Merchandiser, Hästens Sängar AB of Sweden further adds, “To provide more privacy and to respect local culture and tradition Hästens developed a store concept that has more rooms and semirooms like enclosures.” The store interiors are a combination of neutral walls and ceiling contrasted with warm dark parquet flooring that help highlight the offerings and communication clearly across the stores. Lighting creates a warm The store layout flows into a three distinct sleep experience zones conceptualized in warm luxury home settings


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luxury home ambience with a combination of soft indirect lighting from recessed ceiling coves, backlit walls to highlights accessories and sharp accent lighting to draw attention to different products and features in the store. Emotive graphics and picture framed communication combined with dynamic LCD screens add personality to the store environment. Coordinated upholstery, wallpaper, home décor accessories and the furniture help create the environment of a tasteful luxury home. “We received several compliments for the store. Moreover the web-site hits from New Delhi have tripled since the store has been launched. With the overwhelming responses we have received, Hastens plans to open several stores with the same concept,” concludes Sanjay l

The store interiors are a combination of neutral walls and ceiling contrasted with warm dark arquet flooring that draws attention to the specialty offerings

Vaishali Tanwar

Design Hastens In-house Team Store Designer Hanna Tellskog Visual Merchandiser Gunilla Skyman Regional Manager - Africa, India & The Middle East Sanjay Verma

The window display communicates the ‘sleep solution’ positioning of the brand with a great coordinated display of furniture and sleep wardrobe apparel

APRIL 2012

Lighting creates a warm luxury home ambience with a combination of soft indirect 32 lighting , backlit walls and sharp accent lightin


Giving into Gant

Gant is synonymous with luxury sports wear clothing for men and women that combine an American tradition of casual with the quality and sophistication of European refinement. The brand opened its first Flagship store at Phoenix Market City, Bangalore and measures 200sqm. The store is designed and executed on the lines of the global Gant identity.


ant is a Swedish clothing brand of American heritage which originated in New Haven in 1949. The brand has since then, with the influence of European styles, grown into an established global fashion brand. At one point back in the 60’s, Gant was the second largest shirt maker in the world. Today Gant's products are available in multi-branded and its exclusive brand outlets throughout the world offering clothing for men, women, kids and babies for categories like Fashion Apparel, Footwear, innerwear, Fragrance, Time wear, Eyewear and Home.

of vintage and contemporary style. It offers casual traditional elegance set in a homely atmosphere conceptualized with the use of quality materials that are elegant, soothing, calm and genuine. The use of contrasting shades of brown and off-white add warmth and comfort to the store environment. The store furniture and fixtures concept is a blend of vintage and contemporary style. The home setting is created with effective use of visual merchandising props like large trunks, sofa sets, wardrobes, flower vases and picture frames on the wall.

The recent Gant store at Phoenix Market City, Bangalore, is a physical rendition of the brand’s lifestyle image through its new concept store design which is a combination

The store main door has been set in to enhance the store front and also improve the visibility of the store and create a grander main entrance into it. The store front has two

closed back windows and a back-lit lifestyle super graphic. Style mannequins and props present a coordinated fashion wardrobe of the brand. The brand logo is made of router cut metal letters edge-lit with LED lights used for edge lighting effect. The store interior concept is designed in a home concept palette of parquet wooden flooring, wooden slatted feature walls, wooden rafter ceiling, and inset merchandising wardrobes, wooden furniture and floor covering rugs. A backlit artificial skylight above the cash counter gives visual relief and highlights the cash counter presentation. Decorative Pendent lights add to the home dĂŠcor and add accent to focal points and seating lounges inside the store.

The store main door has been set in to enhance the store front and also improve the visibility of the store and create a grander main entrance into it. The brand logo is made of router cut metal letters edge-lit with LED lights used for edge lighting effect

INdian Design


The store Interior concept is designed in a home concept palette of parquet wooden flooring, wooden slatted feature walls, wooden rafter ceiling, and inset merchandising wardrobes, wooden furniture and floor covering rugs

The home setting is created with effective use of visual merchandising props like large trunks, sofa sets, wardrobes, flower vases and picture frames on the wall


The store is segregated into three zones, each with a distinctly different concept of design and presentation. The first area is sports/ casual line which has a display table that feature coordinated merchandise on them. The second area is the large cash and lounge with a very warm and comfortable setting. The third is the women’s and men’s formal zone differentiated with plush seating and formal presentation of merchandise. The trial rooms are cozy, carpeted and spacious and extend the brand experience into the trial area of the store offerings. The store lighting is boutique type and is a combination of decorative ambient, indirect ambient, in-lit cove lighting and accent lighting to draw attention to merchandise and features in the store. Overall, the store brings together the brand positioning, the fashion offering and the store concept in the store environment using store design, display and merchandise presentation. With this stunning combination, the store creates a brand experience to which the discerning fashion seeker has no option but to give in! l

Shikha Krishna

Brand Team Sandesh S Shet, Head - Store Design & Visual Merchandising Deep Jacob Mathew, Project Manager Atom Thunder, Visual Merchandiser Interiors & Fixtures Krishna Interiors, Bangalore Lighting Asian Retail Lighting Ltd. Flooring & Carpet Paunches, Bangalore Signage & Window Implementation 3 N Display Solutions, Bangalore Photography C&D Concepts, Bangalore M AY 2 0 1 2


A backlit artificial skylight above the cash counter gives visual relief and highlights the cash counter presentation



Buy on the fly! Increase in air travel, tightening of security regimen and hence the extra time spent in airports by travellers has converted terminals into captive market places converted to premium shopping destinations by Brands and Retailers. To gain competitive advantage they have used innovative strategies for display and presentation to grab the traveller’s attention, compelling to engage and buy on the fly.


raditionally experiential retail with attention to store offerings, design and display is considered the privilege of high streets and premium malls. In the last ten years with increased security regimen, passengers are spending much more time at the airports and duty-free shopping has leveraged this captive market to grow into a serious business for premium and luxury brands and retailers. The space occupied by duty-free shopping has significantly grown converting almost entire terminals into premium malls. Extended timing and duty free pricing has made shopping convenient and affordable making even luxury affordable. Just the top 10 airports worldwide have about 1.8 Million footfalls in a retail area of 1.78 Million sft generating sales of 12.25 Million USD in just one day (source- The Duty-Free Travel and Retail Database and Directory)! Airport stores can be logically categorized into three distinct categories - Leisure & Gifting, Fashion and Luxury. Each of these could use different brand experience and presentation strategies to achieve different business objectives. Objectives could be pure sales, inducing brand trial (usually for luxury) or just

opportunistic branding (Brand Billboards). Each of these concepts has a distinctly different store design and visual merchandising strategy which is used to grab the traveller’s attention, compel to engage with the brand offerings and buy on the fly. I, being one of the millions of gullible global travelers have been ‘victim’ to some stunning concepts which I bring to you in my testimonials captured through my camera lens. In the Leisure & Gifting Category British retailer WH Smith, known for its chain of stores located on high streets and mass transportation terminals, has mastered the art of offering an accurately a great relevant assortment of reading material, stationery and entertainment products. This is communicated through a simple and effective presentation strategy as demonstrated in their store at the departure terminal in Hyderabad where a selective assortment is offered to the Indian consumer. The contrast framing technique of the store front of the tightly planned retail space helps focus attention to the enticing promotions and organized categories presented with great clarity using well placed signage.

The Charles de Gaulle Airport in Paris, features a fabulous collection of brands and amidst all the designer labels an exclusive wine corner stood out with a superb presentation of its exquisite collection of French wine. The spohisticated setting is dramatized beautifully with chandliers of wine glasses and gifting is prompted up front with convenient signage that call out the premium price range of collection. The combination of the materials, lighting and visual merchandising justifies the premium price tags flaunted. Fashion has always been a very successful category that de-stresses passengers with its high level of product engagement. B r i t i s h   M a r k s & S p e n c e r s,   b r o u g h t   i t s speciality clothing line into the Delhi airport highlighted in a closed window display and a well organized open store merchandise presentation supported with mannequin that highlighted fashion stories. The density of display and price call outs communicate the latest offerings and their affordability. Fashion boutiques use a similar presentation strategy. Juicy Couture, a contemporary global apparel brand based in Los Angeles, features fashion apparel (including its signature velour tracksuits), handbags, shoes and accessories at this exclusive brand outlet in Hong Kong’s international Chek Lap Kok Airport. Located on a main aisle it draws attention to its offerings at its open store front concept where its key coordinated fashion statement is highlighted. Stylized mannequins, props, floor coverings and accent lighting create a fashion setting that successfully stops passersby and communicates what the brand is about in the blink of an eye. Luxury works with the main objective of inducing indulgence. Duty-free shopping has brought luxury products within reach by making accessories affordable for the luxury

WH Smith, the British retailer has a store concept which communicates a selective offerings put together for the Indian consumer presented with great clarity at the departure terminal in Hyderabad

The M&S Store at Delhi store offers a selective range of its latest fashion merchandise presented in a window display, instore merchandise presentation and signage to communicate its fashionability and affordability

seeker. Burberry, the British Luxury brand presents its brand experience at its store in Hong Kong Airport in a very strategic nodal location. The brand, known for its beautiful craftsmanship contrasted with form and function, offers a selected range of fashion wear and accessories for men and women. The store front presentation strategy features the complete coordinated wardrobe featured on mannequins to attract and induce trial of the brand experience. An affordable range of accessories like bags, shoes, ties and scarves featured in the front of the store offer the opportunity for that trial. At the Heathrow International Airport in London Hermès, the French luxury fashion house specializing in leather accessories, perfumery and fashion apparel, presents its accessories in an innovative closed window display. The window concept has an impression of French heritage with the usage of graphics and forms in which is featured the latest collection of its accessories. The innovative display helps draw attention to the brand and its offering and creates adequate interest for trial.

Juicy Couture, a contemporary global apparel brand based in Los Angeles, featured fashion apparel and accessories aisle, draws attention to its offerings with a focal point featuring its key merchandise right at the front of the store at the Hong Ko


I conclude with an innovative example of creating a Brand Billboard store proprietory to the brand . Check out this exciting setting at the Kingfisher Sports Bar at the entrance to the T3 terminal in Delhi International Airport, M AY 2 0 1 2

The Burberry store is planned with the accessories in the front 'pick-up' zone of the store and the visual merchandising strategy features the complete coordinate wardrobe at the store front to attract and entice to induce trial of the brand experience

Hermes presents its accessories in an innovative window display concept to entice aspiring luxury seekers to trial at the Heathrow International Airport in London

The Force India Formula One Car is parked inside the Kingfisher Sports Bar at the entrance to the T3 terminal in Delhi creates a memorable experience associated with the brand

where the Force India Formula One Car is parked. The LCD screen playing footage of the race, the checkered flag and the Delhi Circuit help create a differentiated environment and hence a memorable experience identified with the brand. M AY 2 0 1 2

Overall, airport retailing is indeed a great winwin-win situation for all stake holders – airports with substantial increase in ‘non-aviation’ revenues, happy retailers selling to a captive market in a superior shopping environment and Traveller engaged with irrestiable product 40

offerings in a superior shopping environment created with the strategic use of art of design and presentation l


The flowing glazed store front flaunts prominent windows and welcomes customers in

INternational Design


Fashion with Attitude Contemporary forms and the minimalistic design concept of the newly opened Blijdesteijn store in Tiel, Netherlands transforms the intimidating feel of a fashion boutique to a shopper friendly destination. The new store concept designed by Blocher Blocher Partners translates the brand’s vision into a stunning store environment.


lijdesteijn, the Dutch fashion boutique that has stood for exclusiveness, creativity and quality since 1833, recently unveiled its new store concept at Tiel in Netherlands. The store offering includes an international portfolio of fashion labels like Armani, Gant, Hugo Boss and Tommy Hilfiger to complete the experience of a fashion destination. The new store design concept by Stuttgartbased Blocher Blocher Partners for Blijdesteijn has helped the store reimagine its position as a stylishly suspenseful fashion destination. "For Blijdetsteijn it was essential to represent its outstanding attitude towards fashion within the store. They asked for everything out of the ordinary. We embraced those demands as their amorphous new building was predestinated to create something special," says Angela Kruetz, Partner at Blocher Blocher Partners. The relocated store is rendered across 3,300sqm sales floor, one-and-a-half times larger than its previous area. The concept interprets the unconventional ideas of Blijdesteijn into contrasting interior and architectural concepts for the environment at the store front and retail area. The flowing glazed store front flaunts prominent windows and welcomes 43

customers into its two entrances located at the northwest and south, and offers a triple level view into the store environment. Interesting room impressions using individual form styles and innovative surfaces create differentiated experiences across different zones in the store. Six distinct style areas unfold the brand concept across the store environment. The Casual Fashion and Trend zones are spread on the ground floor, while the New Classic, XXL, Evening Robes and Premium Collections zones are situated on the upper floor. The casual world is kept in warm grey, beige and cream tones. Special surfaces in brushed wood distinguish the women’s and men’s area with their light and dark shade. The Trend zone unfolds itself with a modern vintage look, where the open ceiling flaunts technology. In the men’s section materials like concrete, blackened steel and coarse wood are rendered on the display furniture and dark merchandise frames. On the upper floor, the New Classic zone features high quality fashion for every occasion. The women’s area is lightcolored in contrast to the dark-grey and beige men’s area. Dynamic wall structures designed by the graphic artists of Blocher Blocher View provide emotional depth. The Premium M AY 2 0 1 2

Interesting room impressions using individual form styles and innovative surfaces create differentiated experiences across different zones in the store

service is the children’s world in the entrance area, where kids can play whilst their parents spend a cozy afternoon shopping. Overall, Blocher and Blocher has been successful in translating Blijdesteijn’s customer centric focus into the store with a successful design concept which positions the store as more than just a mere shopping destination l Chanda Kumar Architecture | Interior Design Blocher Blocher Partners, Stuttgart r Retail Graphics Blocher Blocher View, Stuttgart Shop Fitting Vizona GmbH, Weil a. Rhein Interesting room impressions using individual form styles and innovative surfaces create differentiated experiences across different zones in the store

Fashion zone takes on various tones of grey for women and men with room dividers made of dark Parsoglas and high-gloss walls. A special eye-catcher is the section for evening robes. Here, a cube made of herringbone parquet with modern interpreted Jugendstil applications on the ceiling sets a contrast to the remaining sales area. Speaking about the challenges posed by the project, Angela says, "The size of the building with its 3300sqm sales floor area was a challenge. Because customers need the human scale to feel comfortable, the store was divided into style areas. They are separated by middle walls with different surfaces and colors as well as by the loose

furnishing. Brightly colored elements as the seatings in front of the changing rooms are matched with different style ambiences and serve as eye-catching focus points." Blocher Blocher Partners along with the shop fitters of Vizona have created an array of individual furniture as well as individual form styles and innovative surfaces. Using many different and high-quality surfaces – from dark silk metal, black untreated steel as well as special Eloxal coating, brushed lacquered spruce, walnut wave – the central terms of exclusiveness, creativity and quality are felt and experienced in the store. An exclusive lounge area and a cafeteria with an exciting view to the outside demonstrate the importance which the brand gives to customer experience. Another ode to 45

Lighting elan Beleuchtungs- und Elektroanlagen GmbH, Köln Photography Blocher Blocher View, Stuttgart

M AY 2 0 1 2

Step into the Outdoors

With a contemporary re-imagined store design concept, Timberland unveiled its ‘box within a box’ store concept that creates an impression of the outdoors within the store. Designed by Dalziel & Pow, the new concept prototyped in London updates the brand presentation in the context of changing times and customer expectations.


imberland takes on a new look at Westfield Stratford City Mall, London where Dalziel & Pow together with Timberland’s in-house Global Creative Services Group have developed a new global retail concept that re-imagines the brand experience. According to the design firm, the brief was to present the brand in an environment that would ‘inspire and equip’ the customer in a viscerally engaging and re-imagined way. The concept needed to be a reflection of the brand’s New England heritage - flexible, and scalable, a total brand experience. The retail experience was designed to emotionally connect with consumers, not only inspiring them with the great outdoors, but also equipping them with the right gear to experience it.

Measuring 197sqm, the Timberland Stratford store front architrave is a free standing twostory high iconic tree logo incorporated as a monolithic art form and clad with a glass curtain. Customers walk under a seven meter high architrave created from the Timeberland ‘tree mnemonic’ to enter the brand environment. The store interior design is created in a ‘box within a box’ concept in which the rugged New England outdoors is brought into the store environment as a backdrop for its offerings. This is achieved by lining the entire perimeter of the store interior with illuminated visual panels of the outdoors, creating the illusion of the store being a standalone box located in the outdoors. This setting is complemented with visuals of landscape vistas, lighting, natural textures

and materials further enhanced by the use of artificial skylights strategically intercepting the timber ceiling. To stay in synch with current customer needs Timberland has incorporated digital technology in the store interiors to increase customer engagement with the brand. The large digital screen at the front of the store features the current fashion collections, while touch screens in multiple locations instore allow the shopper to learn more about the brand offerings - products, innovations, earth-keepers and community. The store interior concept is inspired by the outdoors and is conceptualized in a combination of natural materials like stone

The Timberland Stratford store front architrave is a free standing two-story high iconic tree logo incorporated into it as a monolithic art form and clad with a glass curtain

INternational Design


The rugged New England outdoors is brought into the store environment with illuminated visual panels of the outdoors and artificial skylights strategically intercepting the timber ceiling

flooring, wooden wall coverings, wooden furniture and dark metal hardware and trimmings. Merchandise presentation is given a lot of attention in the store right from the store entrance to the retail floor. Special features like dynamic displays using flowing water to demonstrate all-weather features of the offerings are used as highlights in a very organized store presentation. Lighting plays a very significant role in the ‘box within a box’ outdoor concept by providing backlit artificial skylights and ‘outdoor view windows’ that add dramatic ambient lighting punctuated with spots that draw attention to the specialized outdoor merchandise in the store. Dalziel & Pow believe that the design approach creates a unique visceral, emotional and personal connection through each touch-point. All the design elements like the architectural forms, materials, textures, visual merchandising, the sales associates, the store background music and the presentation are aligned to Timberland’s core brand promise of equipping you to make the most of outdoor experiences. 47

M AY 2 0 1 2

The new concept’s pilot store opened at Westfield Stratford City late last year closely followed by stores in Singapore, China and the USA adding to the impressive store count of 1,100 retail and franchise stores across 90 countries l Chanda Kumar

Retailer Timberland Design Dalziel+Pow Design Consultants, London Fixtures Visplay, Allentown, Pa. In-Store Interactive Digital Apologue Experience Design Firm, New York Automata Studios, Silver Spring, Md.

Special features like dynamic displays using flowing water to demonstrate all-weather features of the offerings are used as highlights in a very organized store presentation

Mannequins/Forms Fusion Mannequins, Broomfield, Colo. Window Water Display Green Room, Birmingham, U.K. Signage/Graphics Stylo Graphics, Watford, Hertfordshire, U.K. Timberland Global Creative Services, Stratham, N.H. Photography Andrew Townsend, Dalziel+Pow, London Touch screens in multiple locations instore allow the shopper to learn more about the brand offerings



wassup! Mahindra Retail brings Destination Maternity to India


ahindra Retail, an extension of the US $14.4 billion Mahindra Group’s trading has in the recent past years introduced itself to the domestic market through its unique venture of Mom & Me stores, seeking to address mother and child product and services. The organisation has now opened its first Destination Maternity® store in India; as per their franchise agreement since March 2009 with Destination Maternity® Corporation - the world’s leading maternity apparel retailer. The relationship has brought the Motherhood Maternity®, A Pea in the Pod®, and Destination Maternity brands into India. The first store was launched on May 16th at Ambience Mall, Gurgaon, Haryana. Speaking on the occasion, Edward Krell, CEO, Destination  Maternity Corporation commented, “We are very excited to announce the opening of the first Destination Maternity store in India. With the launch of this freestanding store we shall be expanding our presence in India, offering an unparalleled M AY 2 0 1 2



breadth of assortment and a unique and engaging shopping experience. This location in Ambience Mall will be a ‘must visit’ shopping destination for the India mom-to-be, browsing through both our Motherhood Maternity and A Pea in the Pod brand offerings; an ideal destination where the expectant mom can expect it all!” Destination Maternity Corporation began in 1982 and has since introduced fashionable maternity garments that lay a strong underlying emphasis on comfort. They have the experience to understand the changing needs of pregnant women who want to look and feel good in the clothes they wear through the entire term of their pregnancies. There is a huge opportunity in the Indian market and the efforts of Mahindra Retail in trying to fill in the need for smart and comfortable maternity wear for Indian mothers-to-be is a natural fit with Destination Maternity. Motherhood Maternity has been retailing out of Mom & Me stores since 2008. Speaking about the tie-up K. Venkataraman, CEO, Mahindra Retail Pvt. Ltd. said, “Destination Maternity has been the favoured and preferred brand of choice by pregnant women all over the world. We at Mahindra Retail have seen the gaps between the specific needs of expectant mothers and their desire to look smart and good. Gone are the days when pregnant women wrapped themselves with loose garments which did anything but hide the baby bump. Today, more and more career-oriented women work right through their pregnancies, and in the process, want to look smart too. Our efforts, through this partnership with Destination Maternity, are to address the lacunae of smart maternity wear and provide mothers-to-be with a right blend of fashion and comfort. In fact, we have codeveloped an ethnic maternity brand called Kriti Maternity with Destination Maternity. The store will have the following brands Motherhood Maternity, Kriti Maternity, A Pea in the Pod (which is being launched in India for the 1st time). So, we are now offering both, western and ethnic Indian maternity wear, thus making the choice far wider for expectant mothers.” l



wassup! ASDS presents: Everyday Project


n initiative by a design agency in Mumbai, Ajay Shah Design Studio (ASDS) launches ‘Everyday Project’, a design store that unites furniture, products and graphics that have been designed and selected on the basis of concept, a new lifestyle and a strong design identity. Ignoring passing trends, the products at the store captures new found design approaches that change the experience of daily life. Each product represents a synthesis of a fresh and modern style. Comments Ajay Shah, Owner of Ajay Shah Design Studio, “We have always been interested in the idea of exploring designs in an unadulterated fashion. Whilst engaging with clients, we constantly felt the need to pursue design of furniture and products which does not rely on decoration as an aesthetic form, but rather takes Deiter Rams principle of ‘Good design is as little design as possible’ further to realisation. Our initiative of 'Rubberband-keep it together’ proposed stationery that follows a restraint in design suggesting simplicity to be the new luxury. ‘Industrial Playground’ became our play field for designing furniture that dismantled old conventions, to embrace a playful light hearted visual look and construction to furniture. Added to our own collection, we were keen to invite designers and producers from across the globe who shares our design sensibility of what constitutes good design. The quality of inventive and intuitive simplicity, an appropriate material application, a playful formal approach and an integrated functionality without becoming overbearing or complex become the common design elements amongst all the products." M AY 2 0 1 2

Best known for its multidisciplinary design approach towards projects for clients in the areas of product, space and graphics, ASDS has pursued keenly the design and production of product and furniture design through ‘Rubberband’ and ‘Industrial Playground’ with the sole intent of bringing forth a new design language. ‘Everyday Project’ offers Rubberband's complete collection of stationery and desktop products, Industrial Playground's new collection of furniture, ‘Droog’ household products from its Amsterdam studio, ‘Anything’, desktop stationery product collection from Japan, Anthony Burrill's wood press printed posters, a special collection of pens and pencils from ‘Lamy’, ‘Kohinoor’ and ‘Rubberband’, and a curated collection of design books and magazines amongst others l Everyday Project is now open in Mumbai. For more visit us 54

wassup! Hidesign opens in Colaba!


ndia’s leading luxury leather brand Hidesign now opens another exclusive store in Mumbai in Colaba Causeway in the bustling nerve centre of the city. This store, like the recent flagship in Palladium Mall, has been designed by Gudjon Bjarnason, the acclaimed Icelandic artist and architect. The Colaba store concept has some unique features as a custom leather wall and solid brass lay racks which are exclusive to this store concept. The Hidesign color palette of brown, cream and white is includein this new interpretation of the concept. Lifestyle visuals feature the latest Hidesign ad campaign shot in the scenic and idyllic Toulouse, France. The store fixtures are all hand-made in natural materials such as wood, stone, brass

and leather and the iconic Hidesign Orchard design on the stands and tables are used for the fixture design concept across the store.

Lizard and Croco are featured in this store to take the Hidesign offering beyond the range it used to be l

Dilip Kapur, President & Founder, Hidesign comments, “We are excited to launch our latest store in Mumbai, at Colaba Causeway. It reflects our brand values and evolving customer profile. Mumbai is a key market for us and the Colaba store is ideally located. It will cater to a wide range of consumer profiles.” The store showcases the latest collections of handbags, men’s bags, travel bags, laptop bags, duffel bags, wheelies, cross-bodies and briefcases. The store features a large range of accessories like belts, wallets, purses, card and passport holders and ranges of other small leather goods. New designs in beautifully woven and printed leather collections like


sizeM20cm X17cm AY 2 0 2

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