<h5-red>CLIENT<h5-red> EICHER MOTORS I <h5-red>AREA<h5-red> 1,200 SQFT I <h5-red>STATUS<h5-red> COMPLETED IN 2014 I <h5-red>TEAM<h5-red> AMBRISH ARORA, ANKUR CHOKSI, PANKHURI GOEL, ROHIT SHARMA, SHIV KUMAR SINGH I <h5-red>PHOTOGRAPHER<h5-red> ANDRÉ J FANTHOME I <h5-red>AWARDS<h5-red> RETAIL (SMALL) INTERIOR DESIGN CATEGORY WINNER AT ARTISTS IN CONCRETE AWARDS 2015, RETAIL CATEGORY HONOURABLE MENTION AT IIDA - BEST OF ASIA PACIFIC DESIGN AWARDS, BRANDED ENVIRONMENTS CATEGORY BLUE ELEPHANT WINNER AT KYOORIUS DESIGN YATRA 2014
Royal Enfield was looking at building more impactful touch points with their increasing customers by diversifying and expanding their retail footprint. In response, Studio Lotus created a unified retail identity and experience engaging one with the brand’s core values.
<rt-red>Based on the new brand positioning of ‘Pure Motorcycling’, the concept for the Royal Enfield retail identity was envisaged as a space where a motorcycling enthusiast would live, work and play—the idea of living in the garage.<rt-red> That premise led to the shell kept intentionally raw, grey and textured. The idea was to create different living pockets in the space—a dining area with a community table, a comfortable living room and other seating to encourage customer interaction.
Located near one of Delhi’s busiest malls, the Royal Enfield Flagship Store at Saket attracts heavy footfall. Tall display ladders divide the interior into four zones for each of the four categories of motorcycles in the store. <rt-red>While the café Racer zone creates the kinship of community, the Thunderbird zone narrates the story of the traveller; the Classic zone depicts the vintage legacy and the Bullet zone celebrates the brand’s most-loved bike.<rt-red> Wood, metal and canvas furniture brings warmth and comfort into the space.
<rt-red>The experience seamlessly integrates the motorcycle and accessory displays, and customer interaction spaces along with art/ installations telling the brand story.<rt-red> Made using bike parts, the art/ installations in the store include a bike, longitudinally sliced across and assembled, a wall made with half-cut tanks of bikes and a headlight chandelier over the community table. <rt-red>The store is handcrafted with materials that age gracefully with time—brass, leather, timber, and mild steel.<rt-red> Iconic elements of the brand find their way into the space as graphical inserts.
<rt-red>Artists in Concrete Awards 2015<rt-red>
Retail (Small) Interior Design Category Winner
