Client: Shoppers' Stop Ltd
India's premier chain of department stores
Brief: The growth of retail in India has featured prominently in the press over the past few years, yet London based design consultancy has been working with the country’s biggest and most progressive department store group, Shoppers’ Stop, on store design projects since 2002, The retailer always believed in the power of design and its positive effect on its business and appointed JHP to evolve and radically update its store concept at its latest store in Rajouri in New Delhi. The challenge was to bring a ‘theatrical’ experience to the worlds that JHP had created previously for Shoppers’ Stop. Identifying and understanding the aspirations of the retailer’s consumer and transporting them into an arena of ‘lifestyle fashion’ was key to the successful outcome of this project. It had to reflect the growing consumerism and aspiration of modern India.
Response: JHP set out to create a retail journey that expressed the different mood changing environments and also reflected the breadth of the retail offer within the new Shoppers’ Stop format. Behind the magnificent, double glazed shopfront lies the Cosmetics Hall, evoking the same emotion as when arriving at the lobby of a grand hotel. The double height space, provides the portal away from the busy life outside into the calm sophistication of a department store. The central atrium gives the building a heart and enables customers to view all floors within the building, creating a ‘sense of place’. Articulation of the ceiling and spatial form have been central in JHP’s thinking which has been planned around a central area of contemporary fashion. The central fashion area is surrounded by coloured glass panels that appear to disappear into the ceiling above. Wrapped around one side of the store you see a seamless, stratified current form that creates the envelope for Kids. Nearby is a ‘Home’ offer and on the ground floor lie the Café and an event space.
Testimonial: From the moment you see the double height glazed shopfront revealing the buzz of the cosmetics hall beyond, you are aware that New Delhi has a new retail landmark, in fact a new retail standard. Brands such as Apple have hired space to launch their new products here, such is the magnetism of the new store. The refurbished Shoppers’ Stop in Rajouri has been transformed into a truly original retail space and sets the standard in contemporary department store design in India, if not the world.