For Motorbike Enthusiasts, This place will make you cry with joy!

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As a brand, Royal Enfield was looking towards establishing more impactful and evocative touch points with their rapidly-expanding customer base by diversifying their retail footprint. In response, Studio Lotus created a unified retail identity in line with their new positioning based on ‘Pure Motorcycling’ and presented an immersive environment familiarizing the customer with the
rich legacy of the brand. The new 900 sft Royal Enfield flagship store in Khan Market, Delhi takes forward that story by building around the core values of the brand viz. timelessness, craftsmanship and an unadulterated love for motorcycling. The store has motorcycles to associated biking lifestyle collateral like clothes, watches, helmets etc.

The store is divided into three zones with tall display ladders.Two entry points intentionally encourage people to use the space as a thoroughfare: thus walking through the store and its many stories.

The design showcases the legacy of the brand, both through the communication and its merchandise.  As the first zone, the “Entrance Vintage Lobby” brings together elements to showcase the past.

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The Living Room marks the second zone as the store’s main retail section recreating the lifestyle imagery of a motorcycling enthusiast.

The art/ installations in the store are made using bike parts such as a headlight chandelier over the central merchandising table.

The experience seamlessly integrates the motorcycle displays, accessory displays, and customer interaction spaces along with art/ installations, like a bike longitudinally sliced across and assembled, telling the brand story.

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For Motorbike Enthusiasts, This place will make you cry with joy!

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