Portland brands Nuance stores at Hyderabad

Emily Pacey

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The Nuance Group has appointed Portland Design to create the branding for its stores at Hyderabad International airport

The Portland Design agency has created a branding and commercial strategy for Nuance-Shopper’s Stop’s Hyderabad International airport retail offer.

The design of the retail area, which covers about 2,500sq m (26,900sq ft) in the international terminal, is based on the indigenous symbol of the mandala.

Portland director Lewis Allen said: “The shopping experience will be authentic to Hyderabad and will help to position the airport as a leader in India’s highly competitive air travel sector. Hyderabad’s divergent cultural spark inspires the merchandising strategy, so that customers will be able to browse surprising combinations of products and offers. Our design deliberately eschews the soporific blandness of typical duty-free retail in favour of a contrasting use of colour, forms and textures.”

The Nuance Group executive vice-president business development and strategic marketing Carlo Bernasconi added: “We have developed a very constructive and successful relationship with Portland. Together we have created a very innovative approach to airport retail planning”.

Hyderabad airport is scheduled to open in 2008.