OVERVIEW
Co-created by the cricket icon Virat Kohli, WROGN offers an extensive range of trend-defining men’s fashion. Wrogn is a brand that embodies individuality and breaking the status quo.
RESTORE POV
The design of WROGN HSR Layout is rooted in the idea of being transported to an entirely new dimension that embodies the edgy spirit of WROGN. Taking cues from spaceships and sci-fi aesthetics, the store is designed to be a journey – where fashion, design, and storytelling converge. Monolithic metallic surfaces, industrial details, and dynamic lighting create an otherworldly retail experience.
DETAILS
The corner-site location with a dual façade amplifies street presence, with a formidable pill-shaped storefront, illuminated by WROGN’s signature yellow glow. The façade acts as a portal into the brand’s universe, signalling entry into a space that embodies WROGN’s spirit. The entry hotspot, modelled after a spaceship airlock, creates a high-impact first impression, leading into an experiential zone that showcases limited-edition collections.
The entire space follows a monolithic metallic theme, where fixtures, walls, and ceilings are integrated in shimmering silver. Industrial elements—springs, valves, pipes, and knobs—are embedded into fixtures, reinforcing a sense of engineered rawness. The micro-concrete flooring grounds the space with a textural contrast to the metallic surroundings, while quirky mannequins embody the fearless WROGN attitude.
Lighting is integral to the design, creating a sense of movement and depth that subtly nods to futuristic travel. With alternating linear strips and track lights adding depth and movement. From the outside, the design evokes the imagery of a spaceship soaring through space.
The trial rooms, designed as shipping crates, feature WROGN’s signature bold messaging, along with a built-in selfie ring, transforming a routine moment into a branded experience. Accessories are displayed in a vending machine-inspired unit, adding an element of gamification. Technology is woven into the design—”Virat’s Choice” features a mirror with an integrated QR code, allowing customers to take a virtual selfie with Virat Kohl. At the center, a curated jukebox sits atop the mid-floor table, with a QR code enabling customers to download Virat’s current music playlist. Infinity mirrors distort perspectives, capsule-based displays organize collections like curated exhibits presenting each product range as part of a larger narrative.
