SOMANY TILESHome Improvement
Somany Tiles is the unchallenged leader in the Indian tiles sector with successful operations in India, Africa, The Middle East, United Kingdom and Russia. Their success has been built on design, quality and durability in its dominant assortment in ceramic tile, floor tiles, polished vitrified tiles, digital tiles, wall tiles, wall claddings, sanitary ware, bathroom fittings, and state-of-the-art tile laying solutions. To consolidate, update and upgrade its brand experience, Somany set-out to reimagine its experience center concept.
The mandate for the design of the Experience Center was to curate an immersive environment that portrays the leadership, distinction and excellence of Somany Tiles in this segment. The store design concept was imagined around the theme of an “Aspirational gallery of design innovations”.
A unique architectural language using construction materials like rough stone, chip board and RCC rods with gold finished binding wire is used to represent the start of something beautiful in constructing a dream. This language is taken into large customized fabric pendant lights that feature Somany’s luxury tile prints on them.
The customer journey is designed to start at a brand ‘concierge zone’ where the evolution of brand Somany Tiles and the philosophy they have stood for is presented in an inspiring phy-gital wall , deconstructed tile materials, imagery printed on tiles and stylized tile tool installations help tell the story of the brand.
To ensure the engagement with the brand is ‘friendly, knowledgeable and consultative’, a tile touch table, an interactive tile display and a digital tile visualizer are placed as key interactive points in the customer journey.
The store fixtures and furniture are inspired from an art gallery design language. Design inspired lifestyle cues are integrated in the environment through visual merchandising using installation of 250 green glass bottles, trowels, mallets, grout floats and tile nippers. The French sanitary collection area has inspirations from French art to complement the product presentation. Outdoor tiles are presented in an outdoor patio setting to showcase their design and alongside a heavy-duty tyre to depict durability. Staircase tiles are presented in a stylised mock-stairs that demonstrates the technical nuances of the solution.
The experience is enhanced using technology in a remote touchpad controlled wet shower area, an interactive tile display zone, a designer’s phy-gital discussion lounge and a Tile Masters table where customers can master the art of laying Somany Tiles.
Patterned designer Somany tile flooring with metal inlays complemented with stylized ceiling highlights in a modern stripped ceiling concept help create a stunning contemporary setting for its aspirational offerings. Lighting plays a very crucial role in drawing attention to the different design elements and product innovations with a stunning boutique lighting effect.
Location : Bangalore
Retail Area : 7210 sft