Tailored to Perfection
Exercising the design law of ‘less is more’ to remodel a shirt store
Category
COMMERCIAL
Year
2020
Location
mumbai, MAHARASHTRA
Category
COMMERCIAL
Year
2020
Location
mumbai, MAHARASHTRA
The Space
A 70+ year old shirt brand, the space was Charagh Din’s massive 8000 sq. ft. store in Colaba, and also the largest shirt store in the world.
The Ask
Despite having the same design partner for the last 20-odd years, the client reached out to us to redesign the space with a view of bringing it up to speed with modern trends and design.
The Result
As soon as we walked into the space, we knew what the client was looking for. The setup had lights, veneers, patterns, and arch paneling. The place had a lot of textures and materials, which looked really overwhelming. More importantly, it stole the limelight from the real hero of the store, the shirts.
We decided to go simple and in doing that we did a complete 180 on the space because it needed something clean and minimal. The client was quite clear in their brief about how they want the store to drop the retro phase it had going.
So we decided to go with a modern black & white aesthetic. This helped redirect the focus on the product - the printed shirts. Instead of bombarding the place with different styles and patterns, we chose one and stuck to it through the design process. Even for the materials, we made several conscious choices about using materials that made functional sense. We also designed the store floor-wise. Interestingly, we saw most of the sales people brought the customers to the redesigned floors as they found it easier to highlight and sell the product. There is no measurable way to gauge a design’s success because of its subjective nature, but the fact that the clothes sales increased after our redesign, was clearly a positive sign.
So we decided to go with a modern black & white aesthetic. This helped redirect the focus on the product - the printed shirts. Instead of bombarding the place with different styles and patterns, we chose one and stuck to it through the design process. Even for the materials, we made several conscious choices about using materials that made functional sense. We also designed the store floor-wise. Interestingly, we saw most of the sales people brought the customers to the redesigned floors as they found it easier to highlight and sell the product. There is no measurable way to gauge a design’s success because of its subjective nature, but the fact that the clothes sales increased after our redesign, was clearly a positive sign.
Testimonial
Yohan Daswani
PROMOTER, CHARAGH DIN SHIRTS
Looking to elevate the aesthetic of your space?
Have a question for us? Let’s talk.
For all project inquiries, please email sarah@essajeesatelier.com with the subject NEW PROJECT.
