Flying Machine
Flying Machine is India’s first denim brand that continues to experiment and push boundaries, much like today’s millennials. The task was to reflect the brand’s attitude of being a trendsetter, highlighting the brand pillars: Denim, Youth, and Fashion, articulated in two words: Damn Hot!
Client
Arvind Fashions
Year
Area
2022
1800 sqft
Team
Restore Design
When a brand strategy is as direct as this, it is important to find a compelling and distinctive metaphor that plays that out. And so, the thought was 1150°, the temperature at which a volcano erupts. Now that’s damn hot!
Products are arranged along a heat scale from hot to hotter to hottest, making the merchandising itself part of the brand's attitude. Lit temperature signs and catchy phrases are positioned throughout the store to create Instagrammable moments.
Using inserts of red, which is also the brand colour, we created a denim-focused ‘Fashion Core’ that highlights the hottest Flying Machine products, standing out against the rest of the ash-grey space. A unique textured silver finish on the walls of the denim core is a reminder of a hazmat suit, giving it an edge.
The Infinity Mirror is a bold feature outside the trial rooms. The illusion of infinite reflections makes it a natural photo moment, encouraging customers to carry the brand beyond the store. A large screen behind the billing counter keeps the brand narrative alive through the final moment of the visit.
Frosted fluted glass on the store façade creates a dramatic smoke simulation with a soft glow from linear lights. Metallic mannequins suspended from the ceiling are the store's most literal gesture: actual flying machines.