Jewellery as a segment has always been driven by cultural rootedness in India. For iconic brand Tanishq, with more than 311 stores in 193 cities, connecting customers through a regionalized store design was a conscious decision. It began with the Camac Street store in Calcutta back in 2010. Since then, the brand has been reinventing its store design brief, highlighting regional flavours at all its flagship stores. The brand recently introduced regional flavour as part of a store design revamp exercise in its Hyderabad and Chennai stores.
Store Objective
Speaking about the Hyderabad store objective, Chitti Babu Govindarajan, Head-Visual & Spatial Design, Tanishq, says, “Our Tanishq showroom is located at a prime location in the City of Pearls, Hyderabad. From stucco work in the architecture grandeurs of Nizams, found in Chowmohalla palace, Char Minar & Paigah tombs, to art and craft works such as the narrations of Cheriyal scroll painting and the divine figurines of Kalamkari painting on wood and mirror and the cast iron works practiced in the city, many cultural aspects have inspired us for this project.”
Speaking about the Chennai store located at Usman Road, one of the busiest jewellery hubs in Chennai, where competitive brands are already deeply rooted in the local culture, he adds, “We realized that there was a desperate need for designing a façade to resonate with regional culture and to be at par with and go beyond the neighbouring brands. Along with the facade, the large empty spaces within the store became an ideal canvas for storytelling where the heritage of Tamil culture can be depicted in various forms like architecture, furniture, visuals, art and crafts.”
Floor Layout
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Denne historien er fra December 2019-utgaven av Visual Merchandising and Retail Design.
Start din 7-dagers gratis prøveperiode på Magzter GOLD for å få tilgang til tusenvis av utvalgte premiumhistorier og 9000+ magasiner og aviser.
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The Curated Art Of Window Shopping-Delhi
The new AIS Window experience center in Delhi designed by Four Dimensions Retail Design redefines the whole experience of buying window solutions in an immersive spatial narrative that blends storytelling and cutting edge technology.
Retail @ Small Town India: Way To Go?
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For the love of Laminates… SURAT
The EightxFour Experience Centre by Shivshakti Laminates is an experience centre of a leading laminate and veneer retailer of Surat, created in an erstwhile textile manufacturing unit. Designed by Utopia Designs, the centre’s design focuses on effective display strategies, both tried-and-tested and new, within an industrial vocabulary.
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Departmental stores are spaces where the functional aspects take centre stage and design is more a matter of simply enabling product purchases. But Kwality Bazaar, Delhi, designed by Aatika Manzar, accentuates the incredibly important role design and aisle planning play in enhancing the shopping experience and thus maximising sales, in a supermarket environment.
High on hospitality - RAIPUR
Spread over an area of 50,000 sq. ft., and designed by Raipur based Azure Interiors, Clarks Inn Suites,the 52 key suites hotel is all about elevating the experience quotient of the space.
The Design Divas…
It’s the month that celebrates women with the International Women’s Day observed on March 8th. In this edition, we present three women entrepreneurs working in the retail design space who share their experiences and professional insights in an exclusive interaction with VMRD. Read on…
Reformed, restyled & restored - MUMBAI
Mumbai based Miyabi store designed by NACL ( Natasha Aggarwal Creative Living) is a stress-free fashion space that enables customers to browse and shop in a relaxing retail ambience.
A rich narrative with diverse materiality - AURANGABAD
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