VMSD - February 2018 - 39
PROJECT SUPPLIERS
RETaILER
Myntra, Bengaluru, Karnataka, India
DESIgn anD aRChITECTURE
Restore Design Pvt. Ltd.,
Bengaluru, Karnataka, India
LIghTIng
Focus Lighting & Fixtures Pvt. Ltd.,
mumbai
CUSTOM LIghTIng
Luz Light Design Studio Pvt. Ltd.,
New delhi, India
MannEqUInS/FORMS
Tranz Mannequins Pvt. Ltd.,
Bengaluru, India
PROPS/DECS
Creative Sourcz, Bengaluru, India
SIgnagE/gRaPhICS
opposite page
A deconstructed motorcycle
hanging from the ceiling
and other related elements
communicate the brand's
road warrior ethos.
top An interactive
video wall engages
shoppers looking to
learn more about the
brand.
aBoVe Feature
lights draw attention
to key areas, while
others are purposely
left in the shadows.
experience and customer journey, starting with a larger-thanlife LED-illuminated façade, which is the "voice of the store,"
she says. "We wanted the façade to do more than just show
the name of the brand. With a digital touch, it transforms into
a medium of communication, information dissemination and
inspiration for customers with bespoke content."
Indeed, it's the lighting, which takes its cue from stage
theater lighting with banks of black-bodied spotlights on
black metal gantries, and the use of neon signage as both dramatic prop and navigational aid, that really steals the show in
this store. "We did iterations [of the in-store lighting] because
we wanted a huge play of shadow and light. It's a young
space for denim and casual, but also we had to manage some
'contradictions' - garage grunge and modern-day tech," says
Micro Design, Bengaluru, India
gEnERaL COnTRaCTOR
Storefit Projects Pvt. Ltd.,
New delhi, India
Mukhedkar, adding: "And so lighting was absolutely critical. To manage the multiple tasks, we used ambient light and
feature lights. Only specific elements were lit in the store, the
rest was left in the shadows, thus creating some drama."
Also worth noting are the digital displays throughout the
space that give shoppers the sense of an endless aisle. Other
digital elements include an interactive video wall, a selfie
zone featuring a chroma key screen (green screen) that gives
shoppers the choice of different backgrounds for their images
(reportedly a first for India), as well as the ability to scan purchases via the Myntra app, which automatically adds products to a visitor's shopping cart.
In total, Roadster races to put Indian fashion up in
front.
vmsd.com
|
FEBRUARY 2018
39
http://www.vmsd.com
Table of Contents for the Digital Edition of VMSD - February 2018
Vmsd - February 2018
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Next Store
Peace. Joy. Windows
Life on the Road
Rapid Innovation
Speaking Intimately
Showroom
Ad Index
Checking Out
VMSD - February 2018 - BB1
VMSD - February 2018 - BB2
VMSD - February 2018 - Vmsd - February 2018
VMSD - February 2018 - Cover2
VMSD - February 2018 - 1
VMSD - February 2018 - Contents
VMSD - February 2018 - 3
VMSD - February 2018 - From the Editor
VMSD - February 2018 - 5
VMSD - February 2018 - Vmsd Editorial Advisory Board
VMSD - February 2018 - 7
VMSD - February 2018 - The Goods
VMSD - February 2018 - 9
VMSD - February 2018 - 10
VMSD - February 2018 - 11
VMSD - February 2018 - 12
VMSD - February 2018 - 13
VMSD - February 2018 - 14
VMSD - February 2018 - 15
VMSD - February 2018 - Next Store
VMSD - February 2018 - 17
VMSD - February 2018 - 18
VMSD - February 2018 - 19
VMSD - February 2018 - Peace. Joy. Windows
VMSD - February 2018 - 21
VMSD - February 2018 - 22
VMSD - February 2018 - 23
VMSD - February 2018 - 24
VMSD - February 2018 - 25
VMSD - February 2018 - 26
VMSD - February 2018 - 27
VMSD - February 2018 - 28
VMSD - February 2018 - 29
VMSD - February 2018 - 30
VMSD - February 2018 - 31
VMSD - February 2018 - 32
VMSD - February 2018 - 33
VMSD - February 2018 - 34
VMSD - February 2018 - 35
VMSD - February 2018 - Life on the Road
VMSD - February 2018 - 37
VMSD - February 2018 - 38
VMSD - February 2018 - 39
VMSD - February 2018 - Rapid Innovation
VMSD - February 2018 - 41
VMSD - February 2018 - 42
VMSD - February 2018 - 43
VMSD - February 2018 - Speaking Intimately
VMSD - February 2018 - 45
VMSD - February 2018 - 46
VMSD - February 2018 - 47
VMSD - February 2018 - 48
VMSD - February 2018 - Showroom
VMSD - February 2018 - 50
VMSD - February 2018 - 51
VMSD - February 2018 - 52
VMSD - February 2018 - 53
VMSD - February 2018 - Checking Out
VMSD - February 2018 - 55
VMSD - February 2018 - 56
VMSD - February 2018 - Cover3
VMSD - February 2018 - Cover4
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