When it comes to interior design, most retail outlets like to play with walls and window displays to capture the attention of prospective shoppers walking past. Not Rangoli though. What sets this garment outlet in Aurangabad apart from other shops in the vicinity is the way it leveraged the ceiling as a focal point of its design and visual merchandising concept.
“This is the Rangoli’s second outlet in Aurangabad – the first one was established in 1993. Our product line in this store ranges from kids wear, menswear and ladies wear in western and ethnic styles and we cater to middle class to higher class customers, who are sensitive to design aesthetics,” said Ritesh Kripalani, owner, Rangoli.
Rectangular and monochromatic panels in white are suspended from the ceiling with niches in between, giving a sense of heightened elevation. The same design scheme is extended to the walls and shopping racks, with white colored mannequins placed within white frames in between two columns smack in the center of the showroom.
The highlight of the showroom is an elevated platform, again in overarching uni-toned color pattern, which also doubles up as a display arena with seating ledges. Ritesh said that this freestanding central section is used to highlight the latest collections and the merchandise placed on it is updated frequently. Unattached seats in this area encourages customers to relax and then peruse the products on display at leisure, increasing the chances of purchase.
A WINDOW OF OPPORTUNITY
Since Rangoli faces the street, it has high windows across its front facades, where the mannequins sport the latest collections. During the day, these expansive windows allow the daylight to stream in, while in the night, the lights from the store and above the mannequins flood to the street level.
Talking about how he conceptualized the design for Rangoli, Gopal Tanwani, co-founder and architect, Portico Design Concepts said that one the key things that he bore in mind was utilizing every inch of space available. “Mindful of the fact that the outlet was leased and the business potential good, we did a balancing act. We did not stint on a good retail presence nor did we incur heavy investment,” he stated.
Ritesh added that one of the briefs that he shared with Gopal was to ensure that all the elements used for interior designing were reusable, since Rangoli was operating out of rented premises. In a retail store, real estate has to be used optimally so that more products can be showcased.
So, while the display strategies are eye-catching, they are not permanent. “The envelope is an attention-grabber, but it can be easily dismantled and carted away. Shera panels — selected for their economic pricing and workability —have been orchestrated to emphasize and exaggerate the linearity of the fashion showroom,” Gopal pointed out.
Even though Rangoli has many various product lines, it was planned as a single store so that it had the flexibility of zoning at any point of time. At the same time, Ritesh stated that the outlet had separate store rooms hidden behind the racks for different products. “Additionally, since it is located a few steps above the street, we wanted our store to be visually attractive from the road,” he stated.
It is precisely to capture the attention of passers-by walking a level below that Rangoli’s ceilings have a dominant visual appeal. At the same time, its trial room lies concealed in a barcode-like wall paneling, up a flight of cantilevered treads.
Gopal added, “Rangoli’s trial room lies concealed. Within this solid, monochromatic scene, we introduced mirrored insets in small doses to add a reflective element that would capture and multiply the graphic nature of the envelope without being too in-your-face.”
The geometric designs and monochrome scheme at Rangoli with the bright white lights lends it a bright and expansive look. This tactile environment is the ideal setting for shoppers to check out the latest designs, try them out and then make their purchase decisions.