Central Kolkata

Megamall brand guide

Central is a unique mall concept by Pantaloon Retail Limited, India’s leading retailer. Headquartered in Mumbai, the company operates over 12 million square feet of retail space, has over 1000 stores across 71 cities in India and employs over 30,000 people.

Developed as a showcase Seamless Mall, the first of its kind in India, Central is designed in a way that dispenses with the divided and pertitioned shop of a conventional mall experience. Instead, Central offers customers an unobstructed experience of more than more than 400 brands selling products under one roof.

Following the tagline’s exhortion , “Shop, Eat and Celebrate”, Central’s six floors have areas dedicated to the full breadth of consumer needs; food and beverages, home appliances, furnishing, toys, play area for children, as well as dedicated space for product launches, impromptu events, displays, performances, entertainments and art exhibitions.

Because of its seamless nature, Central offers direct passage between brand spaces, without physical delineation between those zones. In this environment, absent of typical structural partitions, special consideration was given to the development of clear ways to help users understand those divisions and their location in the enormous Central space.

Tying back to the Central tagline, designer Mark Sarosi developed a unique, celebratory language of patterns used to anchor a wayfinding system that clearly distinguished retail zones across the different levels of the mall.

Patterns, logo recommendations, renderings showing application intent, and a rigorous set of bluelines with precise metrics and implementation standards were compiled into a full set of detailed environmental branding guidelines that were delivered to Central. The completed volume was a roadmap for developing the Central Kolkata environmental graphics, and a guide to consistent roll-out of the identity across other Central locations in India’s largest cities, including Bangalore, Hyderabad and Pune.

 

PROJECT CLIENT:
Pantaloon Retail, Ltd (for Studio Red at Rockwell Group)
PROJECT TEAM:
creative director: craig kanarick
senior designer: john schettino
graphic designer: mark sarosi
industrial designer: sung kim

 

THE DELIVERABLES:
  • brand guidelines
  • environmental applications