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A store with attitude

Wrangler comes out with guns a-blazing

WIDE RANGE The concept of the store is reflected in the spirit of the urban cowboy PHOTO: G.R.N. SOMASHEKAR

Wrangler has opened its largest store in the world in Bangalore today. The new store — located on 100 Ft Road, Indiranagar — is built on the lines of Wrangler's new retail format.

Wrangler's image of being "the spirit of the urban cowboy" is reflected in the conception of the store interiors. Visuals with keywords suggesting attitude such as "flammable", "nothing else matters", "tried by real urban cowboys" and so on are used extensively in the store. The black-and- white images are accentuated with Wrangler's bright yellow colour.

Also displayed are bright yellow frames with heritage images of Wrangler against white walls to create an interesting contrast. A neon lasso runs on the ceiling of the store to highlight the modern urban look.

Showcased in the store window of the first floor is the Fall-Winter campaign On the Road, with LP records in large proportions. The mannequins are styled in thematic merchandise and props like electric guitars, microphones and so on are used extensively to highlight the theme. The ground floor window display too is an extension of the same theme, with a drum in one section and brand ambassador John Abraham's bike in the other with mannequins accessorised accordingly. Wrangler has even imported a metal bull for the display.

The store also has an entire section dedicated to , John Abraham, which is an eclectic mix of what he as a brand stands for Wrangler. The section has a bike wall where different parts of motorbikes mounted on the wall to make an artistic collage of the same. The bike parts have been painted in Wrangler yellow to create an interesting contrast against the sleeper wood backdrop. In addition, the section has a display of some of John's famous movie posters and memorabilia such as his handprints, calendars and so on.

Another interesting feature is the pop wall. The wall is a mural with props such as mannequin heads, ropes and chains combined in with plaster of paris and white paint. The wall has a raw and rugged look complementing the Wrangler denim styles. There's also a helmet wall where the entire wall section is covered with biking helmets.

To complete the urban cowboy theme, a studio apartment reflecting the look has also been set up with with mannequins, a retro-looking television set and sundry props such as a cowboy hat, a guitar, floor cushions, Venetian blinds and more.

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