Euroceil Stretch Ceiling strongly believes that a plain ceiling in a retail or office environment will make no difference in the character to these spaces these days. The Chennai based  company that offers a variety of ceiling solutions including translucent, printed, lacquer, textures and 3-D forms, is now researching on bringing dynamic objects or images in ceiling ideas. Euroceil ceilings have been used across India and a handful of projects in the Middle East is all set to increase their foothold in the retail space too. In an exclusive chat with Retail4Growth, N Badri Narayanan, Managing Director at 'Euroceil' Stretch Ceiling, shares the company’s plans and focus on retail industry. 

What is the increasing relevance of stretch ceiling in retail sector?

Stretch ceiling as a concept, is predominantly used in automobile-sector such as branded car showrooms. However, recent days, we are witnessing many retailers using it to attract the customers. In the retail sector, we that the adoption is increasing in fashion, technology and jewelry industry. 

What are the new trends in stretch ceilings?

Creativity is the limit here. Anything and everything is possible in stretch ceiling. Gone are the days where there plain lighting is used only on top of the product. We are seeing 3-D formats are getting more relevance. When I mean 3-D form, it is a ceiling in the model of a pillar or twisted shapes. Also, not just for display, importance of such innovation is utilized for brand communication and ambience. For example, in a shop-in-shop model, brands are innovating by printing their logo or product in the ceilings with lighting. Can you believe, a leading hospital had deployed stretch ceiling in their dental lab and MRI scan center. And, in my personal belief, every retailer should start adopting this. There is no flat model for stretch ceiling. Every brand, every industry have their own story. 

How popular is stretch ceilings among Indian retail environments? 

Indian retail business owners & architects had started understanding the importance of innovation in stretch ceiling. Concepts like black finishes, dynamic image movement in the ceiling are liked more these days. Not just, retail stores, even the retail organizations, within their office premises have started using innovative concepts in board room, meeting rooms, conference rooms and even in the cabins of the CEO. And we see stretch ceiling concepts take center stage in the retail design of the organizations. 

Tell us about Euroceil’s focus retail sector?

We can say 15% of our total clientele is from retail. We will be increasing our focus in retail industry. We are having dialogues with all key retailers across verticals. Not just plain installation, but we are addressing the pain-points of decision-makers (brand owner, designers). We participate in every retail-related expo or gathering.

What is your organization's roadmap for the new fiscal?

Within our organization, we have many developments. We have moved to a new office, with new people on board and not just in sales, but appointed business development managers as well. We ask our teams to build a library of concepts for every client pitching. Without display of images, it is not easy to convince the architects. We are also enhancing the digital presence. Our digital agency is asked to do extensive research and do e-mail campaigns on various topics.