ANDFASHION & LIFESTYLE
Founded in 1995 by Anita Dongre, Meena Sehra and Mukesh Sawlani, House of Anita Dongre Limited (HOAD) (formerly known as And Design India Limited) is one of India’s leading fashion houses today the has a portfolio of three popular brands. AND is its line of chic, contemporary western-wear for inspired by the New York style of living, positioned as a brand that offered exclusive fashion to the modern working woman.
AND planned to open a store with a new updated concept in a space of 927 sft at the very popular Mall of India in Noida, INDIA. 4D was commissioned to create the store design concept and help supervise the realization of the design recommendation.
The store design strategy was to create an environment inspired from and styled like a premium New York apartment that offered the different categories of the brand in stylized coordinated clusters that seamlessly blended with each other visually to present a congruent in-store experience.
The store front was conceived as a premium apartment’s French windows rendered in clean bold lines and signage highlighted on a painted open brick wall. The store’s irregular space was used to advantage by creating corners and nooks of interest with special features and presentations of the store offerings. The premium home theme was rendered in a luxurious home interior palette of finishes on perimeter walls like brick and wall paper in black and white tones in different combination across different zones. This palate was carried into the furniture & fixtures. The signature New York style is completed in the service areas with bold black and white striped wall paper, printed plates of Hollywood stars, framed fashion shoots and style tips.
The store Visual Merchandising strategy is kept very minimalistic and understated and the fashion statements are presented across the store on stylized mannequins and on feature fixtures.