‘W’ unveils its newest avatar in its biggest brand environment
The new retail identity of W, realized in its largest experiential store, is designed in an environment which is unconventional and chic with a sublime blend of modernity and Indian vibes. It houses the complete range of W products across multiple categories like apparel, footwear, cosmetics and jewellery; with each product carefully curated with fashion, fit and quality at the core.
Spread across two floors, it presents the brand’s diverse proposition through an experiential story-telling approach augmented with stylized mannequin clusters, fashion imagery and digital interface.
The store architectural language is articulated in signature contemporary forms that flow across the store’s experiential environment in a combination of textured glass, gold metal highlights, wooden accents, textured surfaces complemented with modern architectural and product lighting.
Visual Merchandising and installations support the brand story and its transition from an apparel only brand to a lifestyle brand that offers complete wardrobe solutions. Special attention has been given to creating distinct looks for FOLKSONG (an exclusive collection which offers Authentic, Soulful and Handcrafted products), WISHFUL (a premium occasion wear with elegant ethnic designs) and WESTERN WEAR (which presents Indian design inspiration in classy western silhouettes) using fixture design, visual merchandising, imagery and presentation configurations.
A fashionable fitting lounge adjacent to the accessories bar featuring a curated collection of jewellery and footwear, help deliver the complete Head-to-toe look in a personalized experience. Overall, the store design helps deliver an experiential brand experience that is delightful and memorable for their ever-evolving fashion discerning consumers.