Asian Paints: Flagship Store Design A walk-in home décor magazine

  • Context

  • Home decorating in India is handled by contractors, and there is virtually no DIY industry. Consumers have a low level of involvement in home décor and don’t use much colour in their homes.

    FITCH collaborated with Asian Paints to realize their bold vision of a concept store that’s all about home colour inspiration: the store sells no paint at all.

  • Challenge

  • The objective was to inspire consumers to be confident with colour, and position the brand as the "ultimate home décor and colour experts."

  • Solution

  • The big idea is a "walk-in home décor magazine," an "ultimate playground" of colour.

    The scheme adopts an editorial approach, presenting products within lifestyle contexts with easy-to-understand choices, recommendations, top tips and latest décor trends.

    Since its opening in May 2008, footfall to the Colour Store has far exceeded expectations and has bolstered Asian Paints’ position as market leaders.

    "We feel we’ve created something engaging and inspiring that has redefined not only perceptions of Asian Paints in our market, but the Indian retail landscape in general," says KBS Anand, President of Decorative Business at Asian Paints.

    Winner of:
    - Best International Retail Interior, Retail Interior Awards 2008
    - Best Manufacturer’s Showroom, Best Innovative Concept, Best in Class for International Store Design, Retail Design Institute Awards 2008
    - Creme de la Crème, WPPed Cream 2008
    - Visual Technology in a Visual Display, VMSD International Visual Competition 2009
    - Silver IDEA, IDSA IDEA 2009
    - A.R.E. Award 2009

    Shortlisted:
    - FX Award 2008
    - Spark Award 2008

     

    A collaboration between the Singapore and Mumbai studios

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