Services
BRAND ENVIRONMENTS
VISUAL MERCHANDISING
SPACE PLANNING
The BRIEF
‘Ethnix’ by Raymond, a men’s wear brand is on a path to establish its nation-wide presence through its exclusive brand outlets (EBOs) in a market that is thriving with a plethora of regional and local players.
The brand reached out to us to conceptualize and co-create the spatial and experiential aspects with the in-house store planning team, An important consideration was that the look & feel necessarily need to be flexible for adaptation across locations.
Skills
CREATIVE THINKING
SIMPLIFYING COMPLEXITIES
Challenges
TRADITIONAL AT HEART
URBANE IN EXPRESSION
TRADITIONAL AT HEART
URBANE IN EXPRESSION
APPROACH
After intensive research, we — the in-house team and NVISAGE arrived at a fairly unexplored juncture in Indian design expression, that of seamlessly blending traditional forms and patterns in a clean, fuss-free, almost fusion-like fashion that was inspired by modern minimalism.
And so, Rangolis, Lotuses, Peacocks and Elephant processions shed their traditional avatars and transformed into contemporary, almost poetic graphics. The material palette was sedate, with each tint, tone, shade and texture allowing for the merchandise to be highlighted. The design language of the fixtures and loose furniture was created and curated with the same brand voice. A patterned tiled flooring and ceiling added for pleasant dashes of “lndian” detail.
The result was visually stunning, the experience hedonistic and neo-luxury. Truly, the design is traditional at heart, urbane in expression and the appreciation was unanimous.
Winning the ‘Images Fashion Award 2019 for the Most Admired Fashion Design Concept of The Year’ is a testimony in itself.
This project was co-created with the in-house store planning department.