ColorPlus, one of the leading smart casual brands in the premium category, has won the prestigious award for “Impactful Retail Design and Visual Merchandising” at the recently concluded Asia Retail Congress that took place on February 13, 2013 at Taj Lands End, Mumbai. Asia Retail Congress is one of Asia’s single most important global platforms to promote world-class retail practices.
The focus of the two day Asia Retail Congress was to discuss and influence those issues impacting the retail industry and guiding them towards change. The Asia Retail Congress was aimed at bringing together retail doyens from leading international and national companies and brands and those who believe in making change happen in their respective fields.
On receiving the award, Mr Hetal Kotak, COO, ColorPlus, said, “We are really happy about this win at the Asia Retail Congress for our recently launched retail identity. ColorPlus launched its new identity in Chennai and Bangalore in mid-2012 and soon plans to go pan India with this international shopping experience. The award is recognition of our dedication and commitment towards providing an unforgettable and unmatchable experience to the discerning Indian male consumer and motivates us to further deliver best-in-class wardrobe solutions.”
The concept of retail design and visual merchandising of the ColorPlus store is based on ‘In the Making’ which gets anchored in elements like the grid façade in a la ‘piet mondrian’ pattern created through an abstract use of graphical lines expression. The same abstract chequered pattern/ grid pattern is extended in treatments in the seating lounge space and the fitting rooms thereby creating continuity in the use of the design language. The creation of the ‘spool wall’ expressing rich colours and yarn creating a connect to the product. The same is used as an extension into visual merchandising expression.
Color Shops provides an opportunity for ‘high density merchandising’ and style consultation opportunity on the work tables (which also house accessories under the glass top). Gallery wall on the other hand provides an opportunity for merchandise storytelling and cross merchandising.
The lighting has been subtly arranged to give highs and lows adding depth to the store through a warm white colour rendition. The overall fixture design/ detailing and treatment is classic- contemporary allowing the product to play out.