Raymond’s flagship casual wear men brand ‘Parx’ underwent reinvention and rebirth. Elements of the design strategy were drawn from the residential model; foyer, hallway, den, and lounge which were representative of the public spaces within a townhouse; the place where two or three generations ago guests were welcomed and where interesting conversation, friends, families, gathering for the better part of their day, and some might say, the best part of their life.

 

The customer is led to see the world in contrast; on one hand it might be highly casual, rusticated and even distressed, but on the other is glamorous, glossy, and luxurious, with little in the way of boundaries and borders to separate these two sensibilities. Indian motif lamps above cash area create a glow of light and gave the ‘Indian’ connect to the brand. Fitting rooms are reminiscent of Indian Maharaja and for the first time in India, a technology driven innovation Tweet mirror was integrated in the store.