Objective
Retail expansion of India's oldest denim brand. To design the Flagship Store for India’s first denim brand: Flying Machine.
Creating new identity elements that reinforce the brand with the youth and highlight the product categories offered in store.
Strategy
To re-establish the brands authentic roots and create a direct symbolism. Using the brand story as a backdrop to create a modern, young experience. Being a youth brand, the store needed an iconic language that its consumers could relate to. We focused on building a story true to the brand - Young : Independent : Fashionable
Concept
Taking inspiration from an industrial aircraft hangar and the material and visual cues associated with it, we wanted to add a mix of urban youth presence, which would give a distinctive attitude to the space. Using a strong element of a metal truss along with distressed materials and wall graphics – to tell the story.
One of the challenges was that the store is just 1200 sft – spread over two floors. So we created a strong entry experience and then led customers up to the key denim display on the upper level with a compelling presentation of fits and great Visual Merchandising on the stairwell.
One of the challenges was that the store is just 1200 sft – spread over two floors. So we created a strong entry experience and then led customers up to the key denim display on the upper level with a compelling presentation of fits and great Visual Merchandising on the stairwell.
