August 10, 2013
Invested as it is, to surround the human body, a bit lesser than clothes and a lot more than architecture – interior design is often occupied with marking and occupying spaces for the daily enactment of life – and whilst doing so, it presents a certain aesthetic. In presenting this aesthetic it sometimes clones, at other times is original or evolved – and in the best cases explores a craft or a material. In doing all this, depending on the skill of the maker, it makes the space, rational, poetic, dense, sparse, cluttered, efficient, and other such things. Unfortunately this is what it does – and rarely any more.
It rarely communicates the memory of an association, it rarely allows contemplation of a past, and it rarely allows an imagination of the future. And this is its undoing. ….
Aniket Bhagwat on Interior design in India today
Housed in the company’s old head quarter building, on ground, in the colonial district of Ballard Estate in Mumbai was the space measuring 5000 sft. The sea and the Alexandria docks are across the wall. And yet the division is sharply felt. The historical association of this estate and infact the city, with the great sea trading era of the early 1900s, is felt as poignantly, as the sea laden breeze that suffuses the air. And yet this memory is severed; diminished as it were, by a people keen to forget , and disregard. The past is embedded with meanings of our present, and resonate continually. Some pay no heed, but most in its recounting find new meanings to navigate the future. The maritime history of the building, district and the city, then becomes the inspiration for the semantics, that helped develop the design.
A contrast. Rugged, hardy objects that hold within them delicate and fine apparel; from the best craftsmen in the world. The oyster and the pearl.
The noted conservationist Mr. Vikas Dilawri worked on restoring the facade of the builidng.
Mr. Vyom Mehta , the artist from Ahmedabad designed and coordinated the art installations in the space.
Feedback from RPL employees
KVS Seshasai (Business Head)
This is probably the best store + format in the world right now. It makes the product look really sexy, and there is a surprise in store around every corner. It is a visual and sensual delight.
Suvodeep Das (Marketing Director)
Very nice aesthetics – part of the store could also be a great place for art shows etc.
I like the concept of keeping different brands together/ in the vicinity – makes it easier to shop
Lipika Ganguli (Marketing Head)
Right from the time I entered I found a mystique in the place, the ambience, the colours, the nautical props, the furniture, the way the merchandise is presented and the music simply adds to the vibe. What amazes me is that the place has a surprise in every corner & every turn I took and I really felt like a kid in a candy store wanting to discover more goodies and have them for myself.
Cicily Thomas (Head – Training)
The store looks gorgeous. The concept and look is ‘truly”; one of a kind!! I just feel we need more merchandise as some of the containers look empty….
Khusboo Benani (PR Head)
It’s awesome. I had a wonderland feeling where every nook and corner is different and like a discovery
Anju Jeswani (Buyer)
The Tank is a super cool concept …one of its kind in India for sure . The location and space inside is too unique to be used only for discounted product.
Bhairavi Puri (Retail Operations)
I think it’s an awesome concept and an extremely sexy looking store. It has an X factor to it, something that Mumbai has not seen yet
Tapan Bansal (Sourcing Head)
The store layout and concept is amazing! The giant squid and creative use of containers is fabulous. I also loved the format as it lets you browse the brands within the product class. Tempts to move up on spending as you have instant comparison. I am sure it will be a great success! By the way I also found the hand held billing cum payment device mounted on Iphone exciting!!
Ameet Kapadia (Marketing Head)
I think the store is a heady combination between retro and uber cool. The central theme of the dockyard and how it is the DNA of every element present in store is pure genius.
Molshree Vaid (Marketing Manager)
It’s not a store; it’s a space to soak in. Truly a game changer; with Tank, Reliance Brands has yet again redefined the conventions of retail and shopping environment in India.
Am in awe of the detailing and the concept execution that beautifully integrates with the art installations. A deep dive into the Tank is a must for anybody and everybody who makes it to Mumbai.
Neha Myer (Recruitment)
A store that makes “wow” an understatement! The Tank is truly an “experience “… Art in a sense of its own.