As a brand, Royal Enfield was looking towards establishing more impactful and evocative touch points with their rapidly-expanding customer base by diversifying their retail footprint. In response, the designers created a unified retail identity in line with their new positioning based on Pure Motorcycling and presented an immersive environment familiarizing the customer with the rich legacy of the brand. The new Royal Enfield flagship store in Khan Market, Delhi takes forward that story in a different locale and a different chapter by building around the core values of the brand: Timelessness, Craftsmanship and an unadulterated love for Motorcycling. The concept is an elucidation of the brand as a Modern Classic, which translates timeless values through a contemporary vocabulary.
The 900 sqft store is situated in Khan Market, which is prime real estate in India and a popular hub for expats and youngsters. The concept uses the key location to its advantage by generating great visibility as a beacon for the brand. Two entry points intentionally encourage people to use the space as a thoroughfare: thus walking through the store and its many stories.
The design showcases the legacy of the brand, both through the communication and its merchandise. The store is divided into three zones with tall display ladders: the Entrance Vintage Lobby showcasing the past; the Living Room as the main retail section recreating the lifestyle imagery of a motorcycling enthusiast and; the Den where aficionados meet to expand its kinship as the Royal Enfield community. The mezzanine space creates a zone for visual merchandising showcasing the latest bike and its associated merchandise.
The store is handcrafted with materials that age gracefully with time - brass, leather, timber, and mild steel. While the raw shell lends as edgy experience, iconic elements of the brand find their way into the space as graphical inserts. The new range displayed in the store reinforces and heightens the company's impeccable connect and attention to detail.