For The Indian Garage Company, its debut in the offline retail was all about creating a narrative that resonates with the target group (TG) while differentiating the brand from market chaos. Stepping inside, the store feels aspirational yet accessible, urban-centric, and easy to navigate. The store design concept derived its inspiration from ‘Zara Hatke’ (in English ‘A Bit Unconventional’) with its core design pillars being activated, eccentric, edgy and experimental in nature.

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The Key Drivers for the TIGC Store Experience included:·

     

•Brand Identity – The store must embody the brand’s narrative through design, creating a strong and consistent identity.

•Online to Offline Connection – The store should mirror the brand’s online presence, ensuring a cohesive experience across all platforms.

•Resonating with the TG – Design should appeal to the TG’s lifestyle and preferences, sparking both relatability and aspiration.

•Celebrating “Made in India” & Location-Based Unique Elements – Incorporating local culture or characteristics makes the store feel relevant and connected to its community.