CASE STUDY: Tashi By Tata International
Objective
To create a new brand prototype that combines consumers’ love of shoes and fashion with the desire for social responsibility and green practices.
Result
Targeting the sophisticated, well traveled consumer who is looking for something new, Tashi focuses on their iconic position: “For the Love of Shoes,” by adding value and bringing together the emotion, place with the product – all in an earth-friendly environment.
Design Elements
- The façade, the very first touchpoint of consumer interaction, reinforces the Tashi brand identity, standing apart from the competition with its overscaled shoe on display. At 7 feet high, with a 50 inch heel, the stiletto sculpture measures 11 feet from end to end and acts as a signature beacon for the shoe lover.
- Interior materials, methodology and designs comply with LEED under USGBC. As one of the most energy efficient stores planned in India, it celebrates energy management, efficient lighting sources and solar panels that provide 30% of the store’s required energy.
- Store zones are specially merchandised to explore choices for men and women within lifestyle displays. Women’s department fixtures are curved, lightweight and airy, with pedestal tables, white finishes and butter-tone leather.
- Men’s department fixturing, like the shoes themselves, are more structured, block-like fixtures, essentially organized on a grid; neutral in finish, with wood, taupe leather, and stone.
- Elements vary from small detail-driven signage to highly communicative visuals, graphics to tables, and coasters to lampshades. The use of wood and stone wall- cladding and acrylic and brushed steel distinguish everyday wear from premium.
- Lighting adds sparkle, illuminates, directs, highlights, defines the merchandise and adds to the experience.
