THE BRIEF
Indian Terrain Fashions Ltd., a popular fashion brand based in Chennai India offers premium workwear and smart-casual clothing for the cosmopolitan, mature and upwardly-mobile man. T the brand recently set out to redefine its brand experience at its store to bring in clear differentiation from competition in that domain and this needed to be translated in the experience of the store as well.
THE CONCEPT
The design strategy is based on the three tenets of the brand Indian Terrain – The Spirit of Madras, The Attitude of American Sportswear and the Tradition of a Yale achiever. The customer journey was planned to Inspire, Inform, Present and engage. Architectural elements, inspired from colonial Madras, were used to create a distinct signature for the brand. The store was clearly zoned as the Brand Threshold, the Style Engagement and the Man Cave lounge. The store environment is created in an honest casual palette of exposed brick, wood and earthy colors. Fixtures complement this look in a mix of metal and natural wood with highlights in classic cane woven panels and forms inspired from Madras’ Colonial design ethos. The visual merchandising has a collection of signature props that are associated with the brand and the Indian Terrain man. Graphics in the Man Cave are inspired from the famous Madras Check.