Aditya Birla Fashion and Retail’s Van Heusen brand has expanded into a new segment, innerwear and athleisure, as a strategic progression of the brand. The innerwear business based on the ethos of fashion, innovation and performance with the mission to offer stylish, trendy and new-age product to their consumers. The store design concept is meant to be an extension of this ethos in terms of the experience
The store design was conceptualized with inspirations from a “sophisticated man cave”. This was interpreted architecturally in classy, bold, sophisticated and contemporary lines. A material palette composed of wood, brick and dark metal have been applied across all elements of the store design in sophisticated corporate formal colors. The main signature used for the design forms is the ‘V-slant’ of the Van Heusen logo.