The Navyasa Saree Experience
Landor & Fitch x Aditya Birla Group, Liva I 2021-2022 I Core team of 3How do we create a new era of experience for sarees?
Aditya Birla Group, was launching a saree brand that is made from their proprietary ‘Liva’ branded viscose fabric that is light and fluid.
The task at hand was to create a new fashion-forward, disruptive saree brand.
The Brief:
We were tasked to create a disruptive saree brand that rides a new fashion wave and reinforces Liva’s proposition of fluidity.
Reframe the saree as having an element of positive value one that fits well for saree-wearers, while giving non-wearers a reason to consider it.
Our Opportunity:
Today sarees are considered traditional, uncomfortable and occasional wear.
Our ambition was to re-invent the existing saree category and change the perception of the garment from a traditional attire to a fashion forward, contemporary one.
Our Strategic Approach:
To create an experience that breaks the current physical, mental and social barriers around a traditional saree and portrays it as a contemporary outfit for the modern woman.
Central Idea
‘Freestyle your life’
captures the idea, to inspire you to make it your own and flaunt your style, transforming the traditional saree into a statement of independence.
Customer Journey
Given our aspirations to define a new category, we needed to address customer barriers while still creating a refined, elevated and ownable retail experience which allows them to ‘Freestyle their life’
Through the lens of our key customer’s mindstate at retail; A saree regular, who is searching for the usual; A saree enthusiast, who is looking to explore; A saree sceptic, who has no purchase intent.
A cohesive journey addressing opportunities for all 3 personas; For a saree regular, Upgrading herself by enhancing the role of the saree in her life; For a saree enthusiast, A chance to boldly make her own saree fashion statement: For a saree sceptic, Surprising opportunities to convert her look with our sarees.
Design Approach:
A space where one can explore fashionable ways of styling a saree and get inspired.
A journey of discovery and exploration created with fluid displays to help browse the product seamlessly. Augmented with interactive platforms that allow the customer to experiment with new drapes and styles through immersive digital interactions.
Culminating with a personal stylist who helps you understand easy and quick ways of draping a saree and inspires you to try something new and express their own unique style.
Zoning:
Mapping the journey on the first site: Ambience mall, Vasant Kunj, Delhi.
ATTRACT
ENTICE
DISCOVER
LOCATE
COMPLETE YOUR LOOK
TRIAL AND CONSULTATION
COMMUNITY BUILDING
SIGN OUT
Area: 2457 sqft.
1. A dynamic and fluid facade, with ever-changing digital content that attracts through the brand story which brings across a unique way of looking at sarees.
2. A curated feature showcase that makes the customer feel excited to explore through a free flowing sheer space inspired by the softness and form of a saree and modular displays which showcase the latest collections and styles.
3. A fluid style hub which provides a space for customers to engage with sarees and discover new ways of seeing themselves in varies styles through an interactive magic mirror which allows easy experimentation, along with innovative draped displays to spark imagination.
4. An easy and intuitive display system which is a combination of life size fashion photography paired with a draped saree display to bring collections to life.
5. A trial zone which reassures customers through personalised style consultants and allows them to explore and experiments saree styles that match their personalities.
6. A hassle free check out with a digital cash back wall which bring the active brand identity to life, along with simple takeaway messages from the brand.
