VM&RD Retail Design Awards 2018: Motocult
By VJ Media Works Team | April 16, 2018
Best Shop Fitting; Project : Motocult; Winner : Jumpinggoose
Inspired by the vintage motorcycling, Motocult is deep rooted in Indian essence and celebrates the spirit of riding. The retail identity was conceptualized and built through an amalgamation of materials, fixtures, lighting, props etc that connects with the ethos of a riding culture. Approached through research and sourced through various places in India i.e , Jodhpur, Jaipur, Delhi and Bangalore, the idea was to create a global looking vintage store that depicts Indian culture. All the fixtures, furnitures, props etc were either recycled or upscaled for store execution. While metal tubes were used as fixtures, reclaimed wood was used for all furniture, trial room doors and docking shelfs. Props were created from scrap materials like old helmets, oil tank, bike chains, motorcycle accessories and upscaled to create lighting fixtures, props and installations around the store. Art, being a strong connect, was communicated across various mediums in the store i.e wall art, posters, tank graphics, helmet art etc. It turns out to be an experience store that every Motorcycle inspired enthusiast would resonate and associate with.