Working on Rawal's flagship store at Kala Ghoda in Mumbai led to the establishment of a brand identity for his other retail outlets; each store is defined by a similar material palette, with military references as well as incorporating technology. Rather than uniformity, however, it's the seamlessness of an underlying theme that we are aspiring to, with each space possessed of its own unique elements of surprise.
Housed in Delhi's DLF Emporio Mall, the site is a modest 550 square feet. Given the requirements of groomswear retail and in particular a high-end label, the biggest challenge presented was to accommodate for all the functionality of a retail store consisting of displays, a changing room, cash desk and adequate storage facility, while maintaining a standard of luxury.
Given the space constraint, our initial thought was to eliminate a back-of-house stock room. However, this would entail having all the apparel on the shop floor, which proved a challenge. As Rawal's first retail outlet in Delhi, it was imperative that the store stock at the very least 250 pieces from a commercial standpoint; toward this end, thanks to the mall's generous ceiling height of 12 feet, we were able to fabricate a special carousel conveyor to hold all the garments and present them at front of house.
This motorised display system is a central element within the store, which houses approximately 300 garments controlled remotely. Customers have the luxury of an intimate bespoke experience within the cozy space, having garments move down for their individual inspection and automated browsing.
Rawal's favoured military influence is apparent in the tactile indicators (used as an aid for the visually impaired) demarking the footwear displays on the floor; Braille text is concealed on the conveyor, carrying hidden brand slogans like "Make your mother proud", which has been a byline of Rawal’s label since inception.
Every square inch of space was to be exploited, which is why we eliminated the front façade entirely and had the store open directly onto the mall floor. At the entrance, an imposing metallic gate adds an industrial element synonomous with the brand, closing only when the store concludes business for the day.
