The Parisian Wardrobe

Founded in 1989 by designer Max Azria after his extensive experience in designing women's wear in Paris and Los Angeles , BCBGMAXAZRIAGROUP was further fortified when the designer's wife Lubov Azria joined in 1991. In 1998, the group acquired the esteemed Herve Leger Fashion House and the brand got re-launched in 2007. Today, BCBG has 570 retail boutiques worldwide.

The brand launched with a 1,575 sq ft boutique-style BCBG store at New Delhi's DLF Promenade Mall in a store concept that makes sure that it spells stylish Parisian chic and cool American vibe.

Touches of bronze are juxtaposed against industrial blackened steel to add premium style quotient to the design palette. The center of the store houses the most ornate details of the boutique design in a backwrap that mirrors a reclaimed mantle  - complete with a change of flooring to represent an old hearth. The ceiling is designed as the'crown jewel' of the space with its decorative plasterwork featuring a chic modern chandelier.

The store presentation strategy is suited to the fashion statement ensembles. Apparel and accessories are coordinated in respective hanging formats along with glass jewellery boxes. On store design elements that add experience to customers, Srivastava explains, "This new store design will also see larger fitting rooms that will serve as the foundation for organic interactions between customer and staff. Inside the fitting area, there will be enhanced lighting. All this seek to cater to new-age customers who are in sync with social media perpetually.”

BCBGeneration is planning to open two more outlets at Noida's Mall of India and Mumbai's R city mall shortly.

Talking about the brand's philosophy, Annette Schatz, EVP and General Manager at BCBGeneration says, "Going beyond just a brand, we wanted it to be a go-to place for millennial shoppers. The brand combines its classic enthusiasm for a stylish wardrobe with the new generation's youthful energy, adventurous spirit, and need-it-now attitude”.

The store design uses sharp architectural cues to create a differentiated brand identity. Uttam Malviya, Manager Projects, BCBGeneration explains, "To create that, we've paired traditional stone archways with modern steel doors. Upon entering, the mosaic floor mat has an old world feel but houses a new world saying. Vienne style oak parquet will line the floor as our customer continues into the bright, expansive environment before her”.

Vertika Srivastava, Manager - Vibes (Visual Merchandising), BCBGeneration, added, "In visualising the dream aesthetic for BCBGeneration, we wanted to answer the call of a young brand who is trying to take its place in the fashion world. We have tried to give the store a look of a boutique.”