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Mega Mart

Client: Arvind Brands India
JHP launch new retail format in India

Brief: Arvind Brands, who manage and operate a stable of fashion brands in India saw an opportunity to launch a new format for the retail industry. The strategy was to provide customers with an entry point for lifestyle brands at value prices in a contemporary department store style environment. The objective was to design a store that could capture market share from multiple brand retailers such as department stores as well as providing a home for the retailer’s many product lines. With established franchise relationships with major fashion labels such as Adidas, Lee, Levis, Nike, Reebok, Van Heusen, and Wrangler, a key issue was that the store format should enable these to sit effortlessly with local and Arvind’s own bought fashion brands.

Response: JHP set about creating a brand-mark for the store and defining its offer. An extensive name generation exercise by JHP led to the client selecting ‘MegaMart’ as the store’s brand identity. Arvind believed the name would resonate with customers and would immediately communicate the ‘warehouse’ concept, and the ‘western’ influence of the store’s fashion brands. The 30,000 sq ft discount fashion outlet opened in Chennai in February 2008 and is spread over two floors. MegaMart carries menswear, womenswear, kidswear, accessories, luggage, footwear and home products. JHP’s understanding of how value driven, brand conscious customers shop discount stores was critical in the planning of the customer journey. Integration of a ‘home’ offer into a store that is primarily fashion driven presented a challenge which was overcome by introducing non-fashion related components such as a café hosting Coffee Days, a ‘Marketplace’ and several other value-added services; like a kids play area, a “mama’s” corner, and services for utility payments. A particular design highlight is the ceiling raft hovering above the main atrium space with distinctive red glowing feature lighting, casting a warm ambience throughout the store. Using the brand’s signature colour (red) in the graphic communication suite deployed in-store helped to launch the brand with clarity to match the simplicity of its offer. JHP also designed all in-store navigation, all Point of Sale material and suggested furniture ideas. The store environment is ‘paired down’ in it’s architectural form but the ‘warehouse’ concept still had to be sophisticated to lure in established brands to act as a hook to drive sales of other collections. Specific features include exposed concrete ceilings with suspended track lighting, ivory and dark brown ceramic flooring tiles with oak strip for specific zones, and satin stainless steel for fixturing. Specific merchandising systems were developed to enable the client to move ‘end of range’ product lines and JHP created modular floating merchandise panels that adapt to suit various brands, creating change and pace within the store.

Testimonial: JHP set about creating a brand-mark for the store and defining its offer. An extensive name generation exercise by JHP led to the client selecting ‘MegaMart’ as the store’s brand identity. Arvind believed the name would resonate with customers and would immediately communicate the ‘warehouse’ concept, and the ‘western’ influence of the store’s fashion brands. The 30,000 sq ft discount fashion outlet opened in Chennai in February 2008 and is spread over two floors. MegaMart carries menswear, womenswear, kidswear, accessories, luggage, footwear and home products. JHP’s understanding of how value driven, brand conscious customers shop discount stores was critical in the planning of the customer journey. Integration of a ‘home’ offer into a store that is primarily fashion driven presented a challenge which was overcome by introducing non-fashion related components such as a café hosting Coffee Days, a ‘Marketplace’ and several other value-added services; like a kids play area, a “mama’s” corner, and services for utility payments. A particular design highlight is the ceiling raft hovering above the main atrium space with distinctive red glowing feature lighting, casting a warm ambience throughout the store. Using the brand’s signature colour (red) in the graphic communication suite deployed in-store helped to launch the brand with clarity to match the simplicity of its offer. JHP also designed all in-store navigation, all Point of Sale material and suggested furniture ideas. The store environment is ‘paired down’ in it’s architectural form but the ‘warehouse’ concept still had to be sophisticated to lure in established brands to act as a hook to drive sales of other collections. Specific features include exposed concrete ceilings with suspended track lighting, ivory and dark brown ceramic flooring tiles with oak strip for specific zones, and satin stainless steel for fixturing. Specific merchandising systems were developed to enable the client to move ‘end of range’ product lines and JHP created modular floating merchandise panels that adapt to suit various brands, creating change and pace within the store.

Tags: fashionretail, design, outletcentre, india,

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