URBAN

FASHION & LIFESTYLE

The brand URBAN is from the stables of Blackberrys and is targeted at offering denim inspired fashion to the trendy urban hipster. The soul of the brand resonates with the talented and the reckless, the guy who knows what he wants and listens to his heart.
The store design strategy presents the brand story inspired from ‘New York street vibes’. The store palette and elements are designed to narrate this story.
The store front design gives a great prelude to the story with the use of NY street inspired finishes. The store front features an architrave finished with Archi Concrete texture paint on MDF lined with cement finished vitrified tiles. The orange back drop of the branding is painted on this structure, in the impression of street signages. The branding is designed with LED lit box letters. The architrave is then ‘outlined’ with liner profile lights.
The store environment palette is derived from birch ply, grey metal, archi cement and cement finish flooring tiles. The overall narrative of the design is built around the lifestyle of the brand’s core customer by using strong visual cues rendered in the store interiors, fixtures and visual merchandising.
The open front of the store gives a clean view into the store past a window like partition that is part of the window narrative. The store interior is defined strongly with the birch plywood ceiling structure. A dynamic digital panel is derived from the urban digital advertising panels seen in open public spaces.
Feature walls are finished with fluted patterns made from MDF forms finished with archi concrete paint. Liner wall fixtures allow different merchandising stories to be presented. Floor fixtures add a lot of interesting elements to the story in the form of stylized tables made with birch ply, metal sheet and metal mesh structures.
The trials rooms are designed modular to give the impression of stylized temporary cabins on urban construction site with ‘temporary’ accessories like mirrors, metal frames and writing pads to provide the convenience during the trial process.
Visual merchandising plays a very key role in adding to the narrative of the brand story. Car number plates, tyres (with speakers integrated in them), crate like display cubes, street lamp inspired decorative lighting and bike handlebars are used to complement the store environment and the different fashion statements in the store. Strong stance mannequins are used with a twist in the color with one of them in the brand color to add a brand proprietary twist in the store window presentation.
The store lighting uses a combination of LED accent lighting to draw attention to the different elements that help narrate the story. To this is added a very new-age touch with a liner profile ‘light band’ arching across the walls and ceiling inside the store.

The store design strategy presents the brand story inspired from ‘New York street vibes’. The store palette and elements are designed to narrate this story.
The store front features an architrave finished with Archi Concrete texture pain on MDF lined with cement finished vitrified tiles. The architrave is then ‘outlined’ with liner profile lights.
The overall narrative of the design is built around the lifestyle of the brand’s core customer using strong visual cues rendered in the store interiors, fixtures and visual merchandising.
Liner wall fixture allow different merchandising stories. Floor fixtures add a lot of interesting elements to the story in the form of stylized tables made with birch ply, metal sheet and mesh structures.
The trials rooms are designed modular to give the impression of stylized temporary cabins on urban construction site.
Visual merchandising plays a very key role in adding to the narrative of the brand story. Store lighting uses a combination of LED accent lighting to draw attention to the different elements that help narrate the story.

Location : Bangalore

Store Size : 450 sft