Kanpur | 1200 Square Feet
RED CHIEF is a brand that is known for high quality leather footwear produced from its own tannery and two manufacturing plants.
The concept was inspired from an ‘urban fashion café’ in terms of the palette and forms. The brands positioning as a lifestyle brand was strongly narrated in the store’s window display and the fashion cluster at the store entrance that showcased all its categories. The store interior palette is a combination of rugged materials stylized to look modern and cleaner. Though the store is designed to be modular and reconfigurable, different categories have backdrop overlays and visual merchandising to make a store point of view for each category. Modular wall and floor fixtures help add to the rugged stylish character of the store and enable different categories to be put together to make ensemble fashion statements. Visual merchandising plays an important role of adding interesting visual cues for each category with the use of very sustainable materials like ropes, cardboard, repurposed metal and wood.