Van Heusen - Man - Nishtha Vashist

A strategic progression towards fashion innovation

With many years of experience in the Indian market Aditya Birla Fashion and Retail’s Vah Heusen brand has expanded into a new segment, innerwear and athleisure, as a strategic progression of the brand, thereby offering complete fashion solution to the Indian Men. 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 in the environment.

Carving a "sophisticated man cave"

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. This is used as a core ingredient in some of the main forms in the store like the store façade, fixtures, furniture and graphics.

Details, details and more details...

The store front has a very distinct and brand proprietary use of the V-slant accentuated in LED strip profile. This draws attention to the store window and also into the store. The environment is made interesting with a balance of different materials from the palette to create areas of interest and function. Customer journey commences from the store entrance with a style station that sets the tone for the story telling by the brand in the store. This is defined with a combination of merchandising, display and imagery. The core merchandising is highlighted with a herringbone pattern wooden flooring and two different setting of wall presentations on either side of it. One side has the innerwear assortments neatly organized for informed buying and the other side has the athleisure range presented to buy in coordinated collections.

All that matters is the finishes

The service area which features the cash and the trail area is created in strong graphic signature evolved from the V-slant language. The shop fittings are made very functional in a palette of dark metal and wood with brass trimmings to add a touch of sophistication. The lighting ins the store is designed to create a bright and welcoming environment in a true color rendition. The visual merchandising in the store is a combination of full mannequins that feature coordinated styled athleisure, torsos that display cuts and imagery that illustrates narratives of the brand across different categories featured in the store.

Van Heusen Innerwear - Man

The store design was conceptualized with inspirations from a “sophisticated man cave”. This was interpreted architecturally in classy, bold, sophisticated and contemporary lines. The main signature used for the design forms is the ‘V-slant’ of the Van Heusen logo. This is used as a core ingredient in some of the main forms in the store like the store façade, fixtures, furniture and graphics.

Project Area
436 sq. ft.

Location
Sarath City Mall, HYD

Role
Asst. Designer

Agency
4dimensions

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