Stylised shopping experience with Turtle
By Nabamita Chatterjee | Vjmedia Works | July 03, 2013
Designed by 4 Dimensions, Turtle's first flagship store in Kolkata reflects the brand's new image as a fresh and contemporary destination for menswear.

"Turtle started its humble journey from Kolkata in 1993 and today we are happy to open the brand's first flagship store in the city. Being the largest store of Turtle so far, this is going to be a one stop destination for men's fashion. Our new eyewear range is already in stores with headwear and footwear coming up shortly,†shares, Shitanshu Jhunjhunwalla-Director, Turtle Limited. He adds that with the changing lifestyle and the trends in the fashion industry, the idiom of wearing cloth has changed a lot. Today this transformation should be visible and reflected in the brand image and retail environment of any high-end store, and that exactly was the brief to 4 Dimensions as they conceptualised the whole interior decor of the outlet.
With new international brands introduced in the country, the local brands have to keep up the look and feel of the store with more of open displays and cross merchandising which invites the customers. "The front facade has been designed keeping more clear and open look. The grey background and copper coated aluminium strips running on it, along the façade just above the entrance showcases the broad and full length of the store. The primary signage has white boxed solid acrylic letter with backlit LED lights,†informs - Nagaraja R, Director - Design, 4 Dimensions. The hanging fixtures, open wardrobes and Victorian white tables offsetting the other fixtures to make it more informal and studio like is the theme which has been played around with.

The brand has been hugely expanding its retail presence in India and also has got a great foothold in the overseas market including Dubai, Bahrain and Muscat. With revenues of above Rs 125 crore, Turtle is targeting to continue growing at a CAGR of over 30% in the next few years.
Photographs : Madhumita Chatterjee
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