Twitter
Advertisement

A caravan of luxe

This June, a fashion and lifestyle collaboration featuring the best of contemporary "India cool" is launching at Harvey Nichols Riyadh (HNR) in Saudi Arabia

Latest News
article-main
FacebookTwitterWhatsappLinkedin

Trust the talented Mozez Singh to rewrite a new chapter in the design and luxury lexicon. This time the talented designer was part of a special collaboration called Caravan 2014. Created by the initiative of the HNR CEO Princess Reema bint Bandar Al Saud and curated and produced by the dynamic duo of Anita and Mozez, Mohawk, this two month long exclusive retail experience comprises an unprecedented selection of 80 Indian brands. These brands have been curated across fashion apparel, furniture, home décor, beauty products, jewellery and urban contemporary design. Starting from June 15 to coincide with the start of the Ramadan season, Caravan 2014 is a representative a pan Indian aesthetic but also an eclectic, handpicked mix of the established and the emerging talent from India.

India cool
"We are proud to see that vision being demonstrated through the mandate we have received from Princess Reema bint Bandar Al Saud for her "Caravan 2014" initiative at Harvey Nichols in Riyadh, Saudi Arabia. As their creative partner from India we have ideated, curated and produced an event that is representative not just of the sweep and scale of a pan Indian aesthetic but also an eclectic, handpicked mix of the established and the emerging talent from India in the lifestyle space. We believe events like these, as well as several other content strands we are producing, will help Mohawk achieve its vision," shares Anita.

Future of visual merchandising
"From Mohawk's perspective, visual merchandising (VM) is an exciting area to venture into. At HNR we are incharge of taking over and transforming the three storey, 90 thousand square foot luxury store in Riyadh into an Indian extravaganza. The challenge has been to create a visual feast for shoppers and visitors to the event that represents the vivacity of the our country in a high concept way. We've taken the "caravan" metaphor and created installation style display stations that play with the idea of travel and movement - from custom made rickshaws and hand carts to souped up autos - we have ideated and produced many high design avatars to enhance the setting and set the mood as is the role of any VM project. Overall, we have conceived and created visual merchandising that goes beyond décor and becomes an expression of original contemporary pop art to add to the ambience qualitatively," shares Mozez.

Shopping experience
"At Caravan 2014, there are many cool and wonderful first-of-its-kind aspects for buyers to enjoy over the two month duration of the event. The inclusion of other lifestyle genres apart from clothing is a novel addition too as HNR is predominantly a women's fashion store. Also, an initiative of this sort between our two countries that has never yet been attempted or showcased at this scale. The hope is to introduce shoppers to a fresh range of quality lifestyle products from India, while also introducing brands here to a new and fertile market that loves many aspects of the Indian design sensibility," says Anita.

Find your daily dose of news & explainers in your WhatsApp. Stay updated, Stay informed-  Follow DNA on WhatsApp.
Advertisement

Live tv

Advertisement
Advertisement