The main challenge was to give the extremely small store a talking point since it had a very good location on the main road at Colaba, which is a prominent art and shopping district in Mumbai.

We did this by giving the store a unique feature in the form of a changeable façade that would serve as a canvas for street art and expression. Thus every quarter, the brand would collaborate with an artist to create the façade art, which would also find an expression inside the store in the form of limited edition canvas prints that could be auctioned on social media. The concept was also extendable to custom products such as printed shawls etc created in collaboration with the artist.