Elle - So French, so chic
By Susmita Das | Vjmedia Works | 3 | April 27, 2013
A harmonization of the French, feminine and chic mode infused in a dazzling white store finish epitomizes the new Elle store at Bangalore.

"The store facade brings to life the concept of the store while serving to highlight the collections presented and also to elevate the visual appeal of the store in keeping with the Parisian High Street appeal that we were creating,†shares Mohita Rastogi, Head of Design and VM, Arvind lifestyle brands- ELLE. Along with the façade, the store window also brings out the French aura. "The window itself recreates the quintessential Parisian look that is a trademark in an interpretation that highlights the brand's latest offering - the Botanical collection, which is symbolized by the current season's tag line "Go Floral, Fruity and Funâ€. The garden replete with the white picket fence, watering can and wheel barrow throws one back to a French garden in summer while the floral and fruit arrangements complete the picture with trailing vines,†explains Mohita.

An unification of deep red and white tint add glamor to the space wherein whites are mainly achieved in the form of various textures like unique Elle pattern panel as the back ground for merchandise, haussmannian style frames as an enhancer and strong outdoor wooden pattern on the floor. The fixtures were conceived to be a sleek, minimal yet modular. Clean white mass with stainless steel brush finish that invites the customer to touch and displays the Merchandize in a right position.â€

The store is carved up into four sections, the trading zone, fit and ease zone, billing zone and stocking zone. The trial rooms decorated with ELLE red colored curtains along with puffy seats with the magazine wall paper print all around. The lighting used is warm white to get the true tone color of the garment and an elegant Victorian mirror inside the trial room giving the French touch. The brand has planned to deploy the concept across major markets in high streets with an objective to bring to life the international fashion edge of the brand to the young, urban Indian woman.
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