Elegant play of contrasts

Elegant play
of contrasts
Marc
Cain, n brand
India by opening
that is synonymous
its third
with 'mix and match'
reinforced
its presence
in
store.
M
Chairman
is
a
arc Cain, a German
brand
in
for
1973
of
globally
the
women,
by
based
luxury
w h i c h area w o u l d be used for w h i c h part in
founded
the concept. After a lot of consideration We
Schlotterer,
decided t h a t the lounge and f i t t i n g - r o o m area
Marc
Cain
w h i c h should be more private are placed in the
for
narrow area and an open and wide area are
operating
now sales area and cash-desk area," informs
was
Helmut
Board. Today,
active
premium
brand
women's fashion. The w o r l d - w i d e
business is managed from its headquarters in
Punit Agarwal, Owner of Marc Cain, India.
Bodelshausen, Germany. The brand has built
a repertoire of offerings that are synonymous
Speaking further on it he adds,
its
the very look of t h e store to speak for the
leadership positioning, Marc Cain has unveiled
luxury brand. We have designed the store w i t h
its new store in Mumbai where customers can
a modern concept providing a classy ambience
experience the brand's exquisite offerings.
due o its exclusive interior design. This w a r m
with
elegance
and
style. To
reinforce
f
and precious appearance is given t h r o u g h the
Spread across 2000 sq.ft, the store welcomes
dark parquet f l o o r and the shiny metallic walls
the customers w i t h a large glass f a ç a d e which
colored in champagne."
has been created w i t h deliberate
attention
meant to attract footfalls. The colored story
It
and visual merchandising theme speak very
H i g h l i g h t i n g this, the Marc Cain Collection is a
is
well
known
that
opposites
attract.
clearly about the merchandise placed at the
play on juxtaposing, w i t h interiors displaying
entrance and w h i c h changes times to time.
an exciting mix of contrasts t h a t at first sight
"While d r a f t i n g the interior for the new store,
seem opposed, but which in fact create a
our main concern was the floor plan. The
harmonious blend. Thus you have a delightful
store is 2000 sq.ft in an L-shaped stretch. We
interplay o f light and dark, hot and cold, matte
decided to address the issue by dividing the
and glossy, soft and yet linear etc. Further, the
store into 2 parts. One part w o u l d be open and
dark stained oak parquet flooring
contrasts
wide whereas the other w o u l d be set up in a
w i t h the modern and high-gloss
lacquered
narrow area. We used this contrast to decide
surfaces, w h i c h
the
stand
out
from
VM-iO MAY
soft,
2013
comfortable elements such as the deep pile
carpet.
Colour
effects
used
intelligently. A clear
is
complemented
divide
white
by
a
the
space
dominates
glossy,
and
metallic
champagne tone t h a t creates w a r m t h . Elegant
metallic effects accentuate the modern feel.
Harmonious light installations complete the
overall aesthetic theme and skillfully h i g h l i g h t
the products.
The
store
has
been
divided
into
three
distinctive zones — the window, cash desk and
the lounge area w i t h the trail room and seating
area for customers to experience a seamless
shopping experience. All the three zones have
been
treated
with
different
colours-
gold
and silver and w h i t e giving a brighter and
inviting look. The color effects helps to divide
the space. "Zones w i t h different colours are
easy to recognize and understand; they have
d i f f e r e n t but also equal design elements so
that equal recognition value is given to all the
zones area ., says Punit.
The lounge area is one o f the most impressive
zones in the store w h i c h is equipped
with
padded f u r n i t u r e covered w i t h a textile in
brushed metal appearance as well as shag-pile
carpet and c o m f o r t a b l e i l l u m i n a t i o n . It also
has Italian crystal balls for the perfect ambient
lighting.
The idea was to create a simplistic
yet a pleasant shopping experience.
Talking about f u t u r e plans, Punit states,
plan to expand our f o o t p r i n t to other metro
cities like Delhi, Hyderabad, Bangalore, Kolkata
and Chennai. Our estimated investments for
every store will be approx Rs 3-4 crore, so we
have set aside Rs 20 crore for the five stores.
Hence, for all the upcoming stores, we plan t o
i m p l e m e n t the same concept w h i c h is at par
w i t h the international stores o f Marc Cain in
d i f f e r e n t parts o f the w o r l d . " *
Vaishali Tanwar
Credits
All f u r n i t u r e , except for the seats, designed by
Marc Cain interior.
Designer pieces: "Oxford Chairs" and
"Egg Chairs" by Arne Jacobsen,
"Plastic A r m Chairs" by Charles £t Ray Eames,
"Ball Chairs" by Eero Aarnio,
"Meda Chairs" by Alberto Med
VMvD :v1A\
2013