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.

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.

The mezzanine space creates a zone for visual merchandising exhibiting the latest bike and its associated collateral. The store is handcrafted with materials that age gracefully with time - brass, leather, timber and mild steel.

The Den comprises the third zone of the store where aficionados meet to share and expand their kinship as the Royal Enfield community.

While the raw shell lends as edgy experience, iconic elements of the brand find their way into the space as graphical inserts such as the monogrammed door handle.

Details used in the store, bring in an element of industrial craft to the experience evoking the processes used in manufacturing the motorcycle.