The concept store is aimed at reflecting the character of the brand through a retail environment. The store has been designed to project Crusoe’s brand imagery of being adventurous. The fixtures, furniture, ceiling, lighting, shelving and window displays of the store are all inspired by elements of adventure sports. Lighting in ceiling is in the form of kayaks while skateboards are used in place of shelves to display merchandise.
The graphics and imagery in the store are also reflective of the brand’s attitude and are aimed at reinforcing the brand promise and communication. The store is aimed at creating an adventurous ambiance for its target audience of youngsters aged between 16 and 35 years.
Jagannath Textiles managing director Ramesh Kumar Tibrewal was reported stating that Crusoe will be able to set a benchmark in store design in India.
