DDi - January 2013 - (Page 43)

| 43 Unique lighting elements continue the French-industrial, factory-inspired design. the team members tell a brand story through a timeless design. “The quality of the ColorPlus products was a real driver for us,” Carr explains. “This clothing is beautifully constructed, so we wanted to celebrate that superior quality and translate it into an architectural language. This new, modern and unique expression of the ColorPlus brand provided an inspirational and engaging customer experience that appeals to a wider range of customers.” To email this article, visit www.ddionline.com/magazine. |project file| ColorPlus Nungambakkam High Road, C hennai, I ndia RETAILER ColorPlus Chennai, India Hetal Kotak, COO CONTRACT DESIGN FIRM Gensler San Francisco Alison Carr, design director FIXTURES Disha Retail Fixtures Bangalore, India FLOORING Goyal Marbles (engineered stone/granite) Chennai, India Interface (carpet) Bangalore, India Celestile Pvt. Ltd. (ceramic floor tile) Bangalore, India CEILING SYSTEMS Saint Gobain Mumbai, India LIGHTING Pluslight Tech Mumbai, India FURNITURE 6m Designs and Furniture Bangalore, India PAINT FINISHES Asian Paints Mumbai, India PLASTIC LAMINATES Greenlam New Delhi, India SOUND SYSTEMS Onkyo, Leading Lifestyle Solutions Pvt. Ltd. Chennai, India SIGNING/GRAPHICS Infinite Displays India Private Ltd. Coimbatore, India FOOTFALL TRACKER M/s. Deki Electronics Ltd. Noida, India Information in the project file is provided by the retailer and/or design firm. Due to the emphasis on lifestyle and the customer experience, the team carefully considered the fitting rooms. Moving ColorPlus in a new cultural direction, a “lifestyle lounge” was created with larger fitting rooms and space to interact with the sales associates. Whether tucked away toward the back of a store in a mall location or as a spacious mezzanine space in the flagship store, these high-service areas allow for personal relationships to develop between the shopper and the ColorPlus brand, a new method for building a loyal customer base. Cultural and climate influences impacted the material selections, which were carefully considered in order to reinforce the store layout and brand elements. Two colors of porcelain tile highlighted by a thin line of small quartzite stone tiles communicate the distinct slicing of the floorplan. Due to the hot, humid and dusty environmental conditions, materials also were evaluated for durability and ease of maintenance. The palette includes medium-colored oak veneers, and metal with cost-effective powdercoated bronze finishes, as well as white lacquer and white solid surfaces to create a modern aesthetic. While granite is a readily available resource in the area, products such as Silestone were selected due to the cultural interpretation that these materials reflect a more modern, high-end image. The custom-designed freestanding wardrobe fixtures are multifunctional to support flexibility while incorporating subtle details, such as an “X” or “+” to reference ColorPlus. “Gensler ... brought [its] global experience and expertise, whereas ColorPlus brought the Indian culture, market consumer, local nuances, etc. to the table,” Kotak reiterates. “This mix of global and local helped us arrive at an international design suitable for Indian conditions.” From the details of the ColorPlus merchandise to the retail refresh, the cultural influences from ARCHITECT Future Research Design Co. (FRDC Ltd.) Bangalore, India Sanjay Agarwal, managing director GENERAL CONTRACTOR M/s. True Dimensions Bangalore, India VISUAL MERCHANDISING CONSULTANT VMA Pte. Ltd. Singapore Jose Maria Bosco, creative director LIGHTING CONSULTANTS Revolver Design Berkeley, Calif. Michael Webb Pluslight Tech Mumbai Amit Sheth, managing director HVAC CONSULTANT M/s. Sampada Consultants Mumbai Prasanth Chitale, chief consultant ELECTRICAL CONSULTANT M/s. Riddhi Consulting Engineers Mumbai, India Dhaval K. Jhaveri, chief consultant www.ddionline.com http://www.ddionline.com/magazine http://www.ddionline.com

Table of Contents for the Digital Edition of DDi - January 2013

DDi - January 2013
Table of Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Visual Perspectives
Editor’s Choice
Design Snapshot
Penalty
Great Dane Furniture
International Perspectives
ColorPlus
Right Light
In-Store Technology
Retail Design Collective
Product Spotlight
Calendar
Advertisers
Classifieds
Shopping with Paco

DDi - January 2013