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How these Tanishq stores evoke the local ethos…

By Mohit Manghani | December 20, 2019

The brand recently introduced regional flavour as part of a store design revamp exercise in its Hyderabad and Chennai stores.

 

Jewellery as a segment has always been driven by a cultural rootedness in India. For iconic brand Tanishq, with more than 311 stores in 193 cities, connecting customers through a regionalized store design was a conscious decision. It began with the Camac Street store in Calcutta back in 2010. Since then, the brand has been reinventing its store design brief, highlighting regional flavours at all its flagship stores. The brand recently introduced regional flavour as part of a store design revamp exercise in its Hyderabad and Chennai stores.

Store Objective

 Speaking about the Hyderabad store objective, Chitti Babu Govindarajan, Head-Visual & Spatial Design, Tanishq, says, “Our Tanishq showroom is located at a prime location in the City of Pearls, Hyderabad. From stucco work in the architecture grandeurs of Nizams, found in Chowmohalla palace, Char Minar & Paigah tombs, to art and craftworks such as the narrations of Cheriyal scroll painting and the divine figurines of Kalamkari painting on wood and mirror and the cast iron works practised in the city, many cultural aspects have inspired us for this project.”

Speaking about the Chennai store located at Usman Road, one of the busiest jewellery hubs in Chennai, where competitive brands are already deeply rooted in the local culture, he adds, “We realized that there was a desperate need for designing a façade to resonate with regional culture and to be at par with and go beyond the neighbouring brands. Along with the facade, the large empty spaces within the store became an ideal canvas for storytelling where the heritage of Tamil culture can be depicted in various forms like architecture, furniture, visuals, art and crafts.”

Read the detailed report on the design of the Tanishq stores in December 2019 edition of VM&RD magazine.

 

 

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