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The magic of Dead Sea in Seacret's first Mumbai store

By Dipanjan Mukherjee | Vjmedia Works | August 06, 2013

Retail agency Brand Connect Retail has drawn inspiration from the Dead Sea to design the first store launched by the brand'Seacret:Minerals From the Dead Sea' in Mumbai.

Seacret-Minerals from the Dead Sea, decided to launch an exclusive store at Phoenix Mall, LBS Marg, Kurla, in Mumbai and appointed Brand Connect Retail as their key consultant and retail design partner to create a store of International standards closely aligning with the brand identity.

Master Franchisee Nitzan Ktaz, Seacret India said, speaking on the choice of Brand Connect as their design partner, "After seeing the various work done by Brand Connect we were convinced of their capabilities to deliver us a beautifully designed store for the brand, which came to fruition in a record time of 45 days keeping well in view the various business do's and don'ts. Following that, we have signed up Brand Connect Retail as our key retail and franchise partner for our upcoming stores/kiosks across metros and mini metros."  

The brief to Brand Connect Retail was to recreate the Dead Sea magic in the overall store environment through the design. The scope of work was to provide turnkey retail solutions, ranging from identifying a retail space in high footfall areas/malls and taking perquisite permissions, to making technical drawings, design and procurement of special design elements, achieving the desired brief, and implementing them to perfection.

After successive brainstorming sessions, the Brand Connect Retail team developed a 3-D store model keeping well in focus, the day to day maintenance of the store along with various do's and dont's.  The 3-D model helped in visualizing the store before its final implementation.

The next stage involved the colour palettes and special elements required in creating the mysticism of the Dead Sea. Special attention was given to the use of brand colours. This included matching the Pantone shades, Duco painting, Unicore laminates, branding, usage of Marbo granite flooring tiles etc. Not surprisingly, the imagery of the Dead Sea was a vital and predominant element in the whole store design.  

The display units were installed with clutter breaking backlights and strategic product placement. Special care was also given to the light balance and the usage of LED cove lights for ceiling and flooring, along with the branding, added to the entire appeal of the store.

A huge bubble water wall with mood lights was incorporated as part of the store design, which enhances the Dead Sea effect and making it a one-of-a-kind design in the country. Further, a life size brand creative, an LCD display showcasing product videos, and acrylic cut channel letters with halo effect, were installed lending elegance and glamour to the façade. Minus glass doors, the open lobby design made the store welcoming and lent clear visibility to the products.

Commenting on the expansion plans, Company Director, Rohit Mohan says, "After the launch of the first store are all set to launch a world class kiosk format in Viviana Mall, Thane, followed by a gradual rollout that would see a mix of stores and kiosks, opening one store per quarter for the next 36 months across metros and mini metros.”
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