What we did?
Neeru’s large format store is a first-time representation of its new avatar, entering urban lifestyle and catering to Modern Women. Presenting urbanized ethnic wear, the concept is to embrace the Indian ethos, and yet provide an experience for today’s new age customers. The store design embodies ‘athlethnic’ style- a transfusion of ‘Athleisure’ and ‘Ethnicity’.
Inspired by traditional Indian courtyard homes, the central space acts like an anchor around which all other spaces are laid out. The layout is transitional in nature providing spatial experience from one category to another while keeping the overall experience intact. Standing out in the mall, the bold signage at the entry portal is an under-lit extended canopy of an Indian motif which symbolizes Neeru’s as an Indian brand. Use of polished color metal as overall display attitude and ceiling inspired from ‘Necklace’ and ‘bangles’ transform the overall space. 3D art inspired from origami and drapes provide an ambience of womanhood and celebration.