Location: Thane, Maharashtra, India
Project Work Status: Completed Projects
The Pizza Express Thane Our new Railways inspired Pizza Express fitout At the new Pizza Express at Thane, we continued the signature monochrome ambient vibe of the brand into a new form, using chalk illustrations, technical drawings and a bunch of retro-styled elements, that hark back to the days of the railroad.
We decided to make the Pizza Express as open and approachable as possible to remove any kind of entry barrier, being in a mall context, so the front response of the outlet was designed to facilitate maximum openness. We also used a few old trunks as an in-store visual merchandising idea.
The large open Pizzaiola counter serves as an open kitchen and is a standard feature in all Pizza Express outlets. We created a large central location for this feature, to be visually accessible to all guests in the outlet.
The outlet at Thane is inspired from the first passenger train that made its legendary journey from Boribunder to Tanna ( as it was then called ) in 1853, kickstarting the age of the Locomotive in India. Our neon lighting strip traces all the stops that the train made on it's first voyage, and fun stories around it.
The Technical illustrations of the Steam engine "Sahib" that along with 2 others pulled the train to Thane decorate one of the large walls at the outlet. We illustrated this with a chalk and line marking, to add a hand-made touch to the site.
A view of the illustration from the outlet, showcasing the openness we tried to bring to the fitout. The idea of having tables placed close together creates a buzzing, fun outlet.
Another signature rail travel inspired Installation, the wall of luggage at the Pizza Express consists of locally sourced old suitcases, stacked up and composed as a backdrop feature.
The overhead neon installation traces the stops made on the first journey. Interesting trivia decorates the wall, such as the train stopping for water at the station of Sion, and locals running away afraid referring to the train as "A fire-breathing demon".