Meet Arrow's new icons: George, Arnie & Erica...

Arrow has introduced a new store at the high street location of Linking Road in Mumbai featuring its new concept. This new identity revolves around three imaginary characters: George, Arnie and Erica, amongst whom George is the classy one with refined tastes, while Arnie, who is in his late 20's, is the city guy and Erica is the fashion conscious girl who lives in New York City.

Spread across 3000 sq.ft, the store occupies two floors exemplifying a blend of classic with the contemporary. "With our new concept we wanted to make the store look more seamless and make sure that if we want to change the adjacencies of this space brand-wise, it shouldn't be a problem. For example, during winter if we want to move the sports section at the back and pull the winter clothing at the front, it can be rearranged accordingly,” explains Sandesh S Shet, Head -Store Design, Project and Visual Merchandising, Arrow, Gant and Izod.

Starting with the store front, the façade sports a grand and inviting look with a seven and a half feet door, placed inside the foyer zone, while a large A "Vector” has also been incorporated in the façade to stimulate attention. For the signage, wooden walnut veneer is installed highlighting the LED lights inside.  

The ground level displays the merchandise of Arrow sub brands such as Arrow Newyork, followed by the women's line which is also a part of Arrow New York. The other categories which include the sportswear, formals and suits are placed at the basement level. Both the levels are connected with a wide glossy marble staircase installed with LED lighting. In the landing area, a huge inclined mirror offers a good view of the basement area from the ground level. There is also an accessory display unit just beside the cash counter.

The store ceiling has been designed with a minimalistic look. Four windows are created above the fixtures on the ground level with double height. These windows create a sense of expansiveness.  

The store fixtures have been created epitomizing the imaginary characters. "We were very clear about what we wanted within the store, so basically all the elements at the store illustrate our main characters George, Arnie and Erica.  Thus in case of the fixtures, we made them look like wardrobes but they are all open and very modular. They are duco painted and have wood finish showing an amalgamation of both classic and contemporary, just like our characters,” avers Sandesh.

Brushed in brown tone, the walls accentuate an earthy look. In the New York section, the entire wall has been fashioned with black and white props along with shelves and photo frames, while a high school locker kind of feel can be noticed on one of the walls at the sports section.

The store lighting in the same manner emphasizes on George, Arnie and Erica, creating an impression of warmth. Chandeliers are also installed to bring out the grand effect. As part of its eco initiatives, the brand has also used bamboo hangers.

The trial rooms further accentuate the warm feeling with thick strips of wallpaper along with flowers and feminine touch props, especially at the trial rooms for women.    

A lounge area has also been created at the basement with a red hand woven carpet creating a distinct look and feel, which is further complemented with a console table and bench, to provide a utility value and comfort to the shoppers.  

Thus, all these elements together bring out a store that exemplifies a fusion of the contemporary and the classic.