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PFDC - The Boulevard: A mélange of Pakistani labels

By Vaishali Tanwar | Vjmedia Works | 1 | March 01, 2013

Pakistan Fashion Design Council (PFDC) launched its first standalone boutique in the capital, introducing the best of Pakistani bridal and formal wear to its Indian consumers.

Established in September 2006, PFDC started its endeavor with a membership of 30 designers, which later turned into an alliance of more than 50 designers from all over Pakistan. 
Spread over 5,500 sqft, the store design takes on an incredible contemporary statement fused with the hints of Islamic forms and patterns. The space is designed as shop-in-shop concept, wherein individual spaces have been created for each designer to state their distinctive design identity. PFDC - The Boulevard offers a wide range of designs, cuts, embroidery and colors to the Indian market.  

The store houses 18 labels which includes Karma, Libas, Kamiar Rokni, Hassan Sheheryar Yasin (HSY), Elan Design House, Sana Safinaz, amongst the others. The design creation shows an elegant execution of intricate embroidery and print emphasizing the exclusive craftsmanship of Pakistan. 

PFDC outlet is fashioned at the second floor of a three storied building which is being shared by two other brands as well. This initially acted as a stumbling block, as all the three brands had to create their discrete identity and signage with exclusiveness. It came up as the biggest challenge for PFDC and this is when, the design ace, Ravish Mehra Deepak Kalra Associates landed and turned the challenge into the opportunity. 
"Despite the building being right on the main road, the store demanded extra visibility because of a flyover in front and the fact that the store was being viewed predominantly from high speed traffic. We decided not to display garments in the show window but instead we decided to use the complete canvas of the building elevation to blend our signage giving the brand a much wider presence. A large digital screen was planted in the show window displaying the product range and also showing fashion events, something that will not miss the eye,” explains Deepak Kalra, Partner, Ravish Mehra Deepak Kalra Associates.

Though the store exemplifies a modern and spacious appeal, it doesn't let the classic charm go losing. The interiors have been designed to bring to light the beauty of every crafted piece. "We wanted to have a very neutral and silent décor such that the product displayed speaks for itself. The idea was to create a space that can house any kind of clothing design, from the minimalistic to the most opulent,” shares Deepinder Singh Bindra, Director, PFDC, Delhi.

The entire space is divided primarily into two sections with an entrance lobby in the center. One side has been dedicated to the designers who would be displaying a large product range for a longer time frame while on the other end; an open space is created to showcase regular sales, promotions and exhibitions as well as to host mini fashion shows. The center area of the store sports a counter and also serves as a cash and delivery desk. 

The rear side, which is more products specific, has a large format projection screen, visible mostly from the back as well as the entrance area. Besides this, every shop-in shop has been provided with its own counter for selling whereas the front area flaunts more of discussion tables for its patrons.
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