SOUTH INDIAN SHOPPING MALL

FASHION & LIFESTYLE

With a heritage of over three decades, South India Shopping Mall is today the largest retail store in the state of Andhra Pradesh. It is owned by traditional retail veterans Mr.P. Venkateswarlu, Mr.S.Rajamouli, Mr.P.Satyanarayana, and Mr.T.Prasada Rao. The store is a destination department store for many generations for women, men and kids focused on ethnic Indian wear, like sarees. Salwars, ghagras, sherwanis and accessories and some western wear sourced from all over India.

THE BRIEF
To reimagine the store concept to be relevant to the new generation and updated in its traditional positioning.
THE CONCEPT
The design concept strategy is focused on presenting a store, differentiated from corporate department stores in architecture and design, that celebrates the traditional Indian values in the modern context of today.
THE RIPPLE EFFECT
• The store front design, inspired from architect Ned Khan, is composed of an installation of 3500 square feet of 6”x4” aluminum plates suspended individually.
• The plates are coated with MRF copper finish UV resistant coating.
• A rear metal grid supporting the plates houses ‘U’ channel with IP 65 rated LED modular tunable lights that allow graphic messaging.
• During the day the moving plates move and in the nights the LED installation behind the plates create a spectacular dynamic effect.
• A super-sized 25’ wide LED screen plays the brand’s marketing content

THE INSTORE EXPERIENCE
• The store is spread over three levels of about 18000 square feet each offering women’s wear, menswear and kids wear on each.
• The interior design is influenced quite significantly by traditional Indian design cues interpreted in modern forms seen in the material palette of the store, which is curated from neutral white marble, white, light wood embellished with highlights in gold and black.
• The design elements are used in forms like the ceiling, wall buildups and fixtures and in patterns in wall graphics, trellis partitions and fixture embellishments.
• The men’s casual and formal departments are designed to complement the category of merchandise they feature.
• The ethnic department design uses patterns, materials, colors, forms and decorative lighting inspired from royal Indian palaces.
• The casuals and denims area use a palette of wood, black metal and decorative linear lighting.
• The formal areas use visual cues inspired from Indian festive occasions in terms of colors, subtle embellishments and decorative lighting.
• The women’s floor for ethnic wear is inspired from royal palaces and festive occasions and uses the same design language of the men’s area with feminine touches.
• The kids’ floor is designed in a combination of pastel color palette, wood and white brickwork. Graphics and forms interpreted from story book illustrations are used to add drama to the environment.
• Trial rooms are given a lot of attention on all the floors in terms of the ambience to enable customers to feel special and very comfortable.

HIGHLIGHTS:
• The store front is composed of an installation of 3500 square feet of 6”x4” aluminum plates suspended individually backlit with an LED wall.
• A super-sized 25’ wide LED screen plays the brand’s marketing content
• The interior design is influenced quite significantly by traditional Indian design cues interpreted in modern forms.
• The design elements are used in forms like the ceiling, wall buildups and fixtures and in patterns in wall graphics, trellis partitions and fixture embellishments.
• The men’s casual and formal departments are designed to complement the category of merchandise they feature.
• The ethnic department design uses patterns, materials, colors, forms and decorative lighting inspired from royal Indian palaces.
• The casuals and denims area use a palette of wood, black metal and decorative linear lighting.
• The formal areas use visual cues inspired from Indian festive occasions
• The women’s floor for ethnic wear is inspired from royal palaces and festive occasions
• The kids’ floor is designed in a combination of pastel color palette, wood and white brickwork.
• Trial rooms are given a lot of attention on all the floors in terms of the ambience to enable customers to feel special and very comfortable.

Hyderabad, India
54000 sft