Global giant Fitch Design, has again demonstrated its thought leadership with an award winning retail format in the heart of modern India. Bandra, a typically dusty and typically frenetic suburb of Mumbai, is where Fitch has created a very untypical oasis of colour, calm and inspiration for India’s largest paint company: Asian Paints.
In January, following a speaking engagement in Mumbai, I visited this innovative showroom as a mystery shopper. I was warmly greeted and personally escorted around this homage to ‘paint’ by Nileema. With every question politely and earnestly answered, I was escorted on an impressive customer journey of expertly crafted room settings, each boasting a myriad of lighting and paint effects – there’s even a special area demonstrating unique metallic paint finishes for domestic applications. I also found myself gently encouraged to be ‘colour confident’ and coaxed to ‘play with colour’ but my personal high point was learning how to make my rooms bigger, smaller, cosier or more dramatic by the subtle use of perspective and theatrical effects – a fascinating art, bordering on science.
We all know this sub-continent’s emerging status as a global player but it was fascinating to see, first hand, how the aspirations of India’s new customers and their homes are being fulfilled by an ever more sophisticated retail offering…. and I look forward to experiencing the next generation showroom in Delhi.
Congratulations to Asian paints and Fitch Design for a wonderful piece of retail excellence. There’s no doubt I learnt, was motivated and enjoyed myself a lot – and that has to be great retail.