Tashi by Tata Intl Mumbai India
With its new brand prototype in Mumbai, India, Tashi by Tata Intl. combines emotion and locale with its product—all in an eco-friendly environment. The 3,000-sq.-ft. store concept was designed by Southfield, Mich.-based JGA in collaboration with India-based Future Research Design Co. Pvt Ltd. (FRDC).
The façade, the very first touchpoint of consumer interaction, reinforces the Tashi brand identity. The exterior attracts attention, presents a fashion statement and educates the shopper. The logo, represented by three dots, becomes a symbol of "Tashi" (meaning prosperity and well being) and signifies “Trust, Reliability and Service”—three key attributes of parent company Tata Intl. In a shopping area of the city that radiates maximum visual stimulation, an overscaled stiletto sculpture acts as a signature beacon for the shoe lover. At 7 ft. high and with a 50-in. heel, the shoe measures 11 ft. from end-to-end.
Typically, Indian shoe stores display rows and rows of shoes that are not segmented by lifestyle. Tashi is all about democratizing style, and creating an ongoing lifestyle experience in-store.
Store zones are specially merchandised to explore choices for men and women within lifestyle displays. Elements vary from small detail-driven signage to highly communicative visuals and graphics.
Interior materials, methodology and designs comply with LEED-certification requirements under USGBC. An effort was made to reuse existing materials and minimize imports. Even leather waste from shoe manufacturing was used to create leather wall finishes.
The eco-friendly focus began with site selection, targeting locations in proximity to community services. In addition, the store features energy-efficient lighting sources and solar panels that supply 30 percent of the store’s required energy.
Men’s department fixturing, like the shoes themselves, are more structured, block-like fixtures, essentially organized on a grid; they are neutral in finish, with wood, taupe-colored leather and stone.
Women’s department fixtures are curved, lightweight and airy, with pedestal tables, white finishes and butter-tone leather. Combined with hot-pink stools, it is feminine without being frilly.
White fixtures for kids/sports have a radius finish and are more geometric in shape.
The eco-friendly focus began with site selection, targeting locations in proximity to community services. In addition, the store features energy-efficient lighting sources and solar panels that supply 30 percent of the store’s required energy.
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