Brands and design companies must give sufficient time for planning: Ambrish Arora & Samrat Som

Presenting their topic'Re-presenting an Icon - The Royal Enfield Story' on day two at In-Store Asia 2016 in Pragati Maidan, New Delhi, Ambrish Arora - CEO & Design Principal, Studio Lotus and Samrat Som, Head - Royal Enfield Apparel & Accessories business, Eicher Motors jointly shared their experience on creating a lifestyle around motorcycling and establishing Royal Enfield as an iconic brand.

While Samrat Som spoke about the brand's attributes that went into creating Royals Enfield's store design, Ambrish Arora gave the audience a glimpse into the finer aspects of design that enhanced the customer connect with Royal Enfield as a brand. "What we conceptualised was far from a conventional automobile showroom. The concept addressed the brand values of oneness with motorcycles, love for machines, highlighting the legacy of Royal Enfield and creating a community of motorcycling,” Ambrish explained.

Samrat & Ambrish also emphasised that it is vital for brands and design companies to give sufficient time for planning the concept. Launched in cities across India and now in London too, Royal Enfield store concept was built around authenticity, involving human craftsmanship through artisans and extensive prototyping.