As a brand, Royal Enfield was looking at creating more meaningful and impactful touch points with their rapidly expanding customer base by diversifying and expanding their retail footprint.
Studio Lotus was brought on board to create a unified retail identity and experience for Royal Enfield in line with their new brand positioning based on the idea of ‘Pure Motorcycling’; to create an engaging, immersive environment which will familiarize the customer with the rich legacy of the brand while providing a world class retail experience.
Taking off from the idea of ‘pure motorcycling’, we envisaged a space where a motorcycling enthusiast would live, work and play- the idea of living in the garage. The space was based around a character and how this person would use the space, what kind of furniture would he have in his house, what art would he put up? Asking these questions and answering them helped us arrive at a lot of ideas for the experience.
Located in the vicinity of one of the busiest malls in the city, the 1200 sqft store gets a lot of visitor footfall. Since the concept is ‘living in the garage’ the shell has been kept grey and textured. The idea was to create different living pockets in the space- a dining space with a community table, a comfortable living room and other seating pockets to encourage customer interaction. The wood, metal and canvas furniture brings in warmth and comfort in the space. Tall display ladders are used in the store as partitions dividing the store into four zones for the four categories of motorcycles in the store. The café racer zone talks about the sense of community, the thunderbird zone tells the story of the traveller, the classic zones depicts the vintage legacy and the bullet zone celebrates the brand’s most loved bike.
The art/ installations in the store are made using bike parts- with a bike longitudinally sliced across and assembled, a wall made with half cut tanks of bikes and a headlight chandelier over the community table.
The experience seamlessly integrates the Motorcycle displays, accessory displays, and customer interaction spaces along with art/installations telling the brand story.