The Fima Carlo Frattini showroom in Mohali, Punjab is an excellent example of experiential retail. Architects Amrit Panwar (left in photo) and Satish Panwar of Chandigarh-based architecture aNew, who have designed this space, explain how the 1,500 sft showroom will take visitors on an exploratory journey and enable creative collaboration between them and their design consultants.
An experiential journey which makes the customer curious is the critical factor in this showroom’s design concept. Each space and display segment is an interplay of linear forms, due to the use of contemporary materials such as 14mm square MS powder-coated sections and timber. The visitor’s experience is accentuated by the lighting of the displays, which feature a backdrop of white textured walls and selective use of colours. The free floor space, below the overhang displays in the central aisle of the showroom, initiates the journey at the entrance. The meandering movement of the visitor across these displays maintains the excitement while bringing the product close to eye level.
Collaboration & Creative Exploration
Collaborative decision-making is fostered through the placement of the sitting and discussion area within the live display zone. This spot is the starting as well as the culmination point of the journey.
The live display zone showcases Fima’s newest showers. The musical splash of water creates a soothing ambience and also shows off the technological advancements of the showers. A boutique bathroom has been set up closeby, to present customised faucets and accessories. The proposed LED screen, which will display the catalogue and versatile applications, will be placed here.
The linear display, coupled with the brand’s identity showcases Fima’s exclusive luxury range consisting of customised faucets. At the end of the undulating display is the affordable luxury series. Another zone is dedicated to the antique and high-end range, which is highlighted with displays on wooden shelves with focus lights on each product.
A shift in faucet display techniques can be seen within the industry, moving away from traditional styles and heading towards contemporary silhouettes and finishes. A wooden shelf has been designed for Fima’s antique and traditional faucet series, giving this corner of the showroom a break from the industrial look, yet maintaining the contemporary style. Each model is put on a collage of wooden boxes, highlighted by the primary colours of the brand. The spotlights focus on each of the faucets separately.
Brand Identity & Colour Scheme
The colour palette of the brand identity has been used to design the showroom with a tint of industrial colours and materials. A bright red backdrop at the reception makes a mark at first sight. Subtle grey textures with elements of bright red and black complement the colours of the logo. A balance has been created between textures and materials, like the raw and the refined, and is highlighted through appropriate lighting. Segregation in segment display is made through the selective use of colours while keeping the design of the showroom in harmony. Red shelves on the black wall stand out and enhance the display of the products. Similarly, diffused spotlights are used to highlight these products.