The new garment outlet, Metal, which has come up in the PVR complex at Saket is bound to do more than merely add to the charm of the place. For it seems all set to redefine the very concept of retail outlets and to enhance the experience of shopping to a whole new level altogether. With young crowds thronging the complex for movies, Metal is aptly located for its exclusivity. Now trendy, young people can get a chance to shop for trendy garments along with enjoying movies.

The place
What is most striking about the place is the immaculately finished metallic interiors and exteriors that seem to be rather thematic and correspond exquisitely to its name - Metal. Then of course there are all the leading brands such as Gucci, Lee Cooper, Levis, Spykar, Jealous and USI under one roof.

Step into the outlet and everything - from the floors, to walls, stairs, in fact even the music - is metallic. The metal flakes that seem to be generously sprinkled all over the floor lend a unique effect to the usual granite finish. That is not all. The logo of the outlet carved out in lead has also been stylistically engraved on the floor, which again has been built 2.5 feet lower from the entrance so as to heighten the metallic effect.

The lights
Special care has been taken to ensure that the lighting compliments the décor. Tiny steel lights suspended from the ceiling by slender steel rods have been systematically positioned to heighten the metallic effect of the store. The bigger lights have also been accordingly arranged.

Striking the right mood
The basic idea behind the concept had been to create an ambience of a well-worn factory. The fall ceiling outside and even the inside of the store has been predominantly painted in rust colour to enhance the rugged factory effect. The uneven finish and the deliberately simple trial room offer an interesting contrast to the bright lights. The accessory wall also has been positioned in such a way as to give the idea of things casually thrown in - the factory restroom style!

The modules
Each of the brands has sent specially designed modules for proper stacking of stuff. And the motif is still exclusively metallic. The latest addition to the store is the Gucci module, adding to the tough yet cool look of the place. The brand boards have also been framed all in metal.

Customer satisfaction
Care has been taken for value-added service. For the convenience of the customers, 'Metal' is open till late in the evening. So you don't necessarily have to wait for a weekend to walk into 'Metal'.

The place offers
Though Metal is primarily a garment outlet, the place is destined to be much more than just that. The young and the hep can look forward to a whole new shopping experience. It is the uniqueness of the concept and the unconventionality of the place that is bound to help Metal soar the popularity charts while providing one of the coolest places to hang around.

Men behind the concept
The entire idea has been conceived and promoted by Ashvinder Singh and Pankaj Gulati. While Singh is the owner of a decade-old premium casual wear, USI, Gulati has been successfully running a multi-branded readymade garment store called the 'Standard Store' in Delhi. Enthusiastic about trying out new ideas, the duo seem to have touched the right chord with Metal. As the trend catches on, Singh and Gulati plan to launch a proper chain of Metal stores across the city. The sheer novelty of the idea will ensure that Metal is an instant hit.

Their Future plans
Ashvinder Singh and Pankaj Gulati plan to launch about 8-10 Metal outlets in Delhi by the end of the year 2002, followed by the other metros throughout the country. The second Metal store is already up and running at Priya Complex, Vasant Vihar.

'Metal' at Priya Cinema
After the exclusive garment store at the PVR complex, Saket, "Metal" has now found anchor in the impressive Vasant Lok Complex at Vasant Vihar. Conceived and designed especially for youngsters "Metal" has something rather appealing about it with its select décor almost swearing by its name - Metal! Incorporating nearly the same features as its store in Saket where it made its debut, "Metal" at Vasant Vihar, which could be seen as an improvement definitely promises an exquisite shopping experience.

The Place
'Metal' makes chic, trendy wear of leading brands like Gucci, Lee Cooper, Levi's, Spykar, Jealous, Pepe, Khaki-Delux and USI available to the happening populace. Prices of products available here, range from Rs. 199 to Rs. 8,000 making it possible for quite a considerable section of people to shop here. Perfumes like Boss, Paco will also adorn 'Metal' soon.

The Look
Right from its entrance to its deep interiors, the place sports the real metal look with metal bits and screws that seem to be strewn all over the floor, giving that rare sheen to the otherwise granite finish. The staircase stands rather interestingly in the centre of the shop - adding to Metal's unconventional charm. Likewise, its mysterious corners defined by singularly designed three-sided walls lend it a dimension most unique. In fact, it has been incorporating such relatively unexplored features in architecture that has given Metal the positive kick in terms of being one of the most happening garment outlets in the city. Unlike others, the store does not floor slick tiles to make your feet totter. Instead, its deliberately done crude and coarse semblance, seems to convey just the right 'metallic' idea with efficacy. What's more, the trial room consciously dons the rustic look too, and is spacious enough to accommodate a seat.

In fact, 'Metal' is cast in an air teeming with pulsating music that is definite to set your heart and mind racing. Systematically positioned steel lights, suspended from the ceiling only heighten the metallic effect of the store. Specially designed modules of various leading garment brands stand proud reminders of the great stuff that you could hope to check, besides of course facilitating proper stacking. The motif is again in metal and the brand boards too are set in metal frames - all in line with the theme.

Customer's Shop
A striking display of leading brands, impressive service that's available till late in the evening - the store definitely seems set to give customer satisfaction a whole new dimension. 'Metal', moreover, harbours an area exclusively for the customers, letting them explore it at their own pace.

Target Audience
With a gamut of exquisite features under its armour, 'Metal'' is here to prove its mettle! Hep and happening like its customers, it is all set to cast its spell on the a la mode audience who are perceived not as mere 'fad followers' but as stylish trendsetters.

Address
14A, Vasant Lok Market
Opp. Priya Cinema
New Delhi

-Archana Dev.