Pune’s Ishanya Mall is now 'Creaticity'

Deepak Fertilisers and Petrochemicals Corporation Limited (DFPCL) recently announced the unveiling of its creative living campus “Creaticity” in Pune (formerly known as Ishanya).  Located in Pune and spread over an area of 10-acre, Creaticity is planned to take customer experience beyond conventional shopping centres/malls. The comprehensive rebranding of the space dramatically elevates the focus from a mall to establish an ecosystem that fosters co-creation, belonging and expression. Creaticity is expected to be home to over 100+ national and international brands across the three categories of Home, F&B and Entertainment, like Ashley Furniture from North America, Gautier from France, Natuzzi Editions from Italy, M&D Casa Italia, Magniflex from Italy, King Koil USA, to name a few in the Home and living category and Baraza, Zora, Iron bar n grill, Rasta café, Public and Good News Dhaba in the F&B category with XLR8 adding to the sportainment zone.

Speaking on the occasion, Mahesh M, CEO, Creaticity, said, “I am delighted to share this beautiful transformation from Ishanya to Creaticity. We hope to provide the platform where everyone can explore, engage and express their creativity. As we roll out our new identity, we will continue to remain as focussed as ever on our customers and their needs, be it shopping, dining or entertainment. We have undertaken an intensive rebranding and repositioning exercise over the last several months based on some detailed research and consumer journeys, we plan to build on our strengths developed over ten years and equally learn from the new opportunities and changing consumer behaviour and expectations. This exercise forms a vital part of our transformation strategy and we have invested around 10 crore to enhance the physical space experience. On the space front, we are targeting to have an exit occupancy rate of over 80% by end of next fiscal. We will collaborate with our customers and patrons to deliver many experiences, be it as a one -stop campus for perfecting the art of home, with over 80 reputed home and living brands from India and abroad and over 52,000 home décor ideas spread over 2 lac soft or a foodie’s destination with a menu of a dozen restaurants and over 25 delectable cuisines or as a cool place to unwind. The space will also house multiple venues from a 600 seater amphitheatre to a 500 pax banquet spaces. Interesting and innovative deployment of technology and service design ideas will help us to make our consumer journeys more convenient and facilitate them to make informed decision choices.”