The highly experiential flagship store doesn’t sell any paint – the aim is purely to inspire Indian consumers to be more confident with colour in their homes and thus positioning Asian Paints as the ‘ultimate’ home décor and colour experts.
“We wanted to de-mystify the painting category, remove the hassle and make our customers feel like experts in colour and home décor,” says KBS Anand, president — Decorative Business, Asian Paints.
The first section of the store uses interactive features to educate and inspire customers about the possibilities of colour – how it can affect space, how it can be changed by light, and how it can alter mood.
While Consumers can play with colour blocks to explore combinations and touch and feel the different finishes in the ‘Choose Your Finish’ zone, colours can be mixed and matched at the Colour Chef bar.
The store has been designed by the international design agency Fitch Design Pte Ltd, Singapore. “Feedback to the store has so far been phenomenally positive. We feel we’ve created something engaging and inspiring that has redefined not only perceptions of Asian Paints in our market, but the Indian retail landscape in general,” informs Amit Syngle, VP- Sales & Marketing, Asian Paints.