Nothing Wrogn with the newly opened fashion store in Hyderabad

The newly opened Wrogn store, the first physical store after it decided to break out of its online and SIS retailing, at Hyderabad’s Forum Mall has a different twist. It is designed in a way to make people notice it immediately.

The store has been designed by Restore and follows the philosophy of ‘Question Everything’. This is implemented through props that assume unconventional functions, orientations and purposes. So, when a customer steps into the store, he will notice an upside down tunnel road, a car on the ceiling and a mannequin crossing the zebra crossing, road blockers and manhole on the ceiling. The flooring is made of concrete rounded at the sides. The brand story and product highlights are woven through the store with new collection displayed on suspended upside down mannequins while special attention has been given to highlight the denim wall where a yellow luggage cart was used to display denims instead of conventional mannequin legs. A special edge lit frame has been created to highlight the cold pigment dyed T-shirts, which is one of Wrogn’s key products. Basically, the 700 square feet flagship store replicates a tunnel design, it’s like an upside down fashion store running inside a tunnel.

The design of the store has been inspired by the early 20th century Dadaist Movement that embraces irrationality and rejects traditional form of art. Nishant Poddar, Head – Marketing & Sales, Wrogn believes that such a store concept doesn’t mar effective visual merchandising. He says that all the elements are placed carefully to keep the aesthetics of the product displayed and visual merchandising intact.

Wrogn plans to open 100 more stores in next three years. Already in the pipeline are 15-20 stores in metros and mini-metros.