The brand URBAN is from the stables of Blackberrys and is targeted at offering denim inspired fashion to the trendy urban hipster. The soul of the brand resonates with the talented and the reckless, the guy who knows what he wants and listens to his heart. The brief involved bringing out the personality of the brand throughout the store experience.
The store design strategy presents the brand story inspired from ‘New York street vibes’. The store front design gives a great prelude to the story with the use of NY street inspired finishes.The store environment palette is derived from birch ply, grey metal, archi cement and cement finish flooring tiles. The overall narrative of the design is built around the lifestyle of the brand’s core customer by using strong visual cues rendered in the store interiors, fixtures and visual merchandising.A dynamic digital panel is derived from the urban digital advertising panels seen in open public spaces. A lot of interesting elements have added to the story in the form of stylized tables made with birch ply, metal sheet and metal mesh structures. Car number plates, tyres (with speakers integrated in them), crate like display cubes, street lamp inspired decorative lighting and bike handlebars are used to complement the store environment and the different fashion statements in the store.