Oops it's Wrogn

When Wrogn decided to break out of its online and SIS retailing and foray into its first physical store at Hyderabad's Forum Mall, it surely stood out but stayed close to its brand ethos, which is all about being wrong!
The store, designed by Restore evolved from the philosophy "Question Everything” and carries the brand's uncompromising attitude forward, featuring conventional objects as props that assume unconventional functions, orientations and purposes. Responsible for the store design, Paolo Chiorino, Designer, Restore Solutions, explained, "The moment you enter the store, the first thing that strikes you is an upside down tunnel road. There is a car on the ceiling, and if that's not enough, there is a mannequin crossing the zebra crossing, road blockers and manhole all on the ceiling.  The flooring is made of concrete rounded at the sides - reminiscent of a tunnel ceiling.”

Using "urban” materials such as concrete, Corten steel and asphalt, barring the flooring which is actually a polished concrete one, the design team were able to recreate them through the use of texture paints and laminates.

The brand story and product highlights are woven through the store with new collection displayed on suspended upside-down mannequins while special attention was given to highlight the denim wall where a yellow luggage cart was used to display denims instead of conventional mannequin legs. A special edge lit frame was created to highlight the cold pigment dyed tee shirts, one of their key products.

Speaking on visual merchandising, Tanisha Arora, Visual Merchandiser, Restore Solutions, said, "Inspired by the early 20th Century Dadaist Movement that embraces irrationality and rejects traditional form of art was the key inspiration behind the Wrogn visual merchandising. The props are equally path-breaking.” Some of the elements include a hammer hammering itself used as a shelf talker, mannequin heads with horse blinders, a side mirror wall installation created near the trial room with quirky quotations, upside down fire doors in the trial room with witty communication and graffiti "looks of the walls” to name a few.

Doesn't such an unexpected store design mar effective visual merchandising? Poddar has the answer up his sleeves, "All the elements are placed with careful attention to keep the aesthetics of the product display and VM intact.”

Wrogn plans to open 100 more stores in next 3 years while 20-15 stores in metros and mini-metros are in the pipeline this year.

"At brand Wrogn, it's all about perspectives. What may look good on me, may not look good on you. Carrying this brand philosophy, our first 700 sq ft flagship store replicates a tunnel design. It's like an upside down fashion store running inside a tunnel,” Nishant Poddar, Head - Marketing & Sales, Wrogn, says.