Chumbak

Home Improvement

Chumbak is an India-inspired, design led, lifestyle brand. They are loved for their sass: their original take on colors, prints and patterns in their quirky boho chic products with sharp humor without being frivolous.
To create a new reimagined concept that delivers a unique experience of “Tropical Boho Chic glam” at a flagship store. The store should enable the brand to reposition itself from an impulse assorted novelty home store to a complete home store specializing in offering ensembles for different rooms in a home.
SETTING THE TONE FOR A BOHO CHIC EXPERIENCE
The store design concept is curated from a palette of natural elements, boho chic patterns, inspiring foliage and colors coming together in a modernized visual language of Chumbak, the storefront sets the tone with a bold statement with boho imagery hand painted on the building by local artists. Brass and wooden highlights help draw attention to the imagery, the windows and the branding on the store front, this language is extended into the store on the floors, walls and the ceiling embellished with patterns, finishes, forms that help create a very ‘Tropical Boho Chic Glam’ setting for the signature design assortment of ensembles for the bedroom, dining, kitchen, living room, décor, beauty and apparel.
A JOURNEY OF DISCOVERY
The customer’s journey is carefully planned to enable discovery of the different categories and feature ensemble settings staged across the store, a curated collection of boho ladies’ fashion and accessories are presented at the store entrance to help core customers, design discerning ladies, create a strong connection with the brand’s unique design sensibilities,this is complemented with small curated collections of jewellery, bags, watches, cosmetics and beauty that ensure she pampers herself before she turns her attention to the dominant home improvement collections, patterned flooring, wood louvered doors, stylized natural materials, in-lit fluted panels and framed art add to the staging of the boho chic environment.

HOME FOR THE BOHO CHIC
• This leads into a core impulse home section, featuring quirky bobbleheads, stationery and interesting collective.
• The billing service area features a geometric design crafted from an eclectic mix of materials highlighted with the brand’s signature imagery.
• The living and dining section follow in a boho patterned flooring, where crockery and living room furnishing and furniture are presented.
• A focal point presents a curated ensemble from this section.
• This leads to the bedroom setting that is anchored by a feature wall with a complete bed setting.
• Collections of carpets, lamps and soft furnishings on the side walls complement the boho chic cozy environment.

STORY TELLING
Visual Merchandising defines the script for the brand story with the help of stylized product presentation, graphics and colors, boutique lighting concept plays a key role in highlighting product stories and store design features that define Chumbak, fixtures are made of a combination of steel, brass, wood, cane weave and eco-friendly chip board to add authenticity and differentiation in the brand and product story telling narrative.

HIGHLIGHTS:
• The store design concept is curated from a palette of natural elements, boho chic patterns, inspiring foliage and colors with the storefront hand painted on the building façade by local artists.
• This language is extended into the store on the floors, walls and the ceiling embellished with patterns, finishes, forms that help create a very ‘Tropical Boho Chic Glam’.
• A curated collection of boho ladies’ fashion and accessories are complemented with small curated collections of jewellery, bags, watches, cosmetics and beauty.
• Patterned flooring, wood louvered doors, stylized natural materials, in-lit fluted panels and framed art add to the staging of the boho chic environment.
• The living and dining section follow in a boho patterned flooring, where crockery and living room furnishing and furniture are presented.
• The bedroom is anchored by a feature wall with a complete bed setting.
• Collections of carpets, lamps and soft furnishings help create a cozy environment
• Visual Merchandising defines the script for the brand story
• Boutique lighting concept plays a key role in highlighting product stories and store design features
• Fixtures are made of steel, brass, wood, cane weave and eco-friendly chip board

Lower Parel-Mumbai, India
1667