'Steel'ing the Consumer Experience at Arttdinox

Experience zone is how the latest store of Arttdinox at Sikandarpur, New Delhi has projected itself.
Arttdinox Store

Experience zone is how the latest store of Arttdinox at Sikandarpur, New Delhi has projected itself. Situated amidst an unending reverie of home décor studios, this store of Arttdinox spans across 10,000 sq ft and showcases the widest variety of products manufactured by Jindal Steels Ltd Lifestyle, including façade, planters, railings, vanity, wardrobes along with tableware and kitchenware.

Briefing about the store, Anuj Jain, CEO, JSL Lifestyle (Arttdinox) asserted, “It is an experience centre in any case because if you look at the products being displayed here, except from the tableware, nothing can be picked off the shelf.”

Designed by Amit Chhabra, the store has been fragmented into partitions, with every partition carrying a different colour theme. “The biggest challenge while designing this store was striking a balance between the open space and steel, which is generally very plain and cold,” opined Jain.

The concern was addressed by creating warmth with usage of lots of greens and colours on to the steel, which is evident in hues to greens and teal accentuated by usage of red and white. Moreover, the asymmetrical wooden shelves housing the tableware add to the warmth and the homely feel that acts as the USP of the store.

Further, the kind of accessorisation done around whole store - including carpets and flowers - is one of the elements adding warmth to whole space.

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