Studio Lotus was brought on board to create a unified retail identity and experience for Royal Enfield in line with their brand positioning based on the idea of ‘Pure Motorcycling’.
Resultantly, they envisaged a space where a motorcycling enthusiast would live, work and play – the idea of living in the garage. The RE Saket flagship store was based around a character and how this person would use the space. The art/ installations in the store were made using bike parts – with a bike longitudinally sliced across and assembled and a headlight chandelier over the community table.
The experience seamlessly integrates the motorcycle displays, accessory displays, and customer interaction spaces along with art/installations telling the brand story.
The RE Gear store for Royal Enfield at the Elante mall, Chandigarh used a large central elevated metal platform as the key element that holds up a bike as a show stopper with a large table top display of merchandise/ accessories. Backdrop walls tell the story of the brand with artworks such as the exploded bike section and headlight chandelier interspersed with retail display.
Text Compiled By Rehana Hussain
Photographs André J Fanthome (Royal Enfield Saket Flagship Store), courtesy Royal Enfield (Royal Enfield Exclusive Gear Store)