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Royal Enfield's dealerships reflect its legacy of style and innovation

Studio Lotus has designed retail stores for British motorcycle manufacturer Royal Enfield, and the stores reflect the company's heritage of excellence and elegance.

Photo Courtesy: Studio Lotus
The 900 sqft store in Khan Market is divided into three zones with tall display ladders: the Entrance Vintage Lobby showcasing the past; the Living Room as the main retail section recreating the lifestyle imagery of a motorcycling enthusiast and; the Den where aficionados meet to expand its kinship as the Royal Enfield community.

Photo & Text Courtesy: Studio Lotus
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.

Photo Courtesy: Studio Lotus
Text Courtesy: style.yahoo
The Living Room marks the second zone as the store’s main retail section recreating the lifestyle imagery of a motorcycling enthusiast.

Photo Courtesy: Studio Lotus
Text Courtesy: style.yahoo
The Den comprises the third zone of the store where aficionados meet to share and expand their kinship as the Royal Enfield community.

Photo & Text Courtesy: Studio Lotus
The mezzanine space creates a zone for visual merchandising showcasing the latest bike and its associated merchandise.

Photo & Text Courtesy: Studio Lotus
The store is handcrafted with materials that age gracefully with time - brass, leather, timber, and mild steel.

Photo & Text Courtesy: Studio Lotus
Photo Courtesy: Studio Lotus
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.

Photo Courtesy: Studio Lotus
Text Courtesy: style.yahoo
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.

Photo & Text Courtesy: Studio Lotus
Photo Courtesy: Studio Lotus
Another one designed by Studio Lotus

Photo Courtesy: Studio Lotus
Royal Enfield launched its first exclusive store in Thonglor, Bangkok in February 2016.
"Our phenomenal success in India gives us the confidence to thrive in similar markets like Thailand and Indonesia, which will play an instrumental role in fueling our growth in Asia," said Arun Gopal, International Business Head, Royal Enfield.

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