Asian Paints: The Colour Experience Stores

Agency: FITCH
Client: Asian Paints
Brand: The Colour Experience Stores
Category: Interiors - Retail

Executive summary

Asian Paints is India's largest paint company and the third largest in Asia. Their products are distributed through a network of dealership stores, serving a client base of painters and contractors, architects and interior designers.

Asian Paints approached FITCH to help them evolve their image from an industrial paint manufacturer to a consumer brand that people would trust to advise them on their home decor. FITCH worked to design, develop and build two flagship experience stores in Mumbai and New Delhi and to roll out the concept to the top tier dealer stores.

The new stores are an inspirational and educational colour experience offering a highly interactive and personalized colour solution. The scheme adopts an editorial approach presenting products within lifestyle contexts with easy-to-understand choices, recommendations, top tips and latest decor trends. The overall design uses a seamless approach integrating Asian Paints' website, mobile applications, out of store pop-up events, staff training and magazines.