It’s not uncommon for Nishtha Vashist to receive awards and nominations. This heralded designer’s work for Zalza Teens in Malleshwaram (Bengaluru) is the most recent (her work last year for her design of Malleshwaram’s La Galerie received a Festival of Architecture and Interior Designing award). Nishtha is quick to point out that accolades from the industry and the public are appreciated but they are not the decisive factor in deciding which projects she takes on. Zalza Teens in particular was important to her as the brand has an environmentally conscious awareness that Vashist shares. Her collaboration for Zalza provided Nishtha with the ability to have an impact on the company and the environmental awareness she shares with them. The designer professes, “By crafting a fresh and distinctive retail environment that embodied the brand’s ethos and resonated with its audience, I felt a deep sense of pride in contributing to the success of the brand and its mission. Overall, the most rewarding aspect of my work on this project was knowing that I had made a tangible impact, not only in creating a visually compelling space but also in communicating a powerful message about sustainability and ethical consumption to the next generation of consumers. It’s these moments of connection and impact which inspire me to continue pushing the boundaries of design and create spaces that not only look beautiful but also make a difference in the world.”
There is an increasing frequency of highly successful online brands delving into an offline presentation of what they have established. Creating the proper energy and pairing it with a flow that is organic is a delicate but essential process. Nishtha collaborated with the brand founders and marketing team before presenting her ideas into something she felt befitting their aspirations. Of course, this only followed the compulsory research into the demographic Zalza Teens appeals to and what their tastes lean toward. The designer notes, “My aim was to ensure that every aspect of the Zalza Teens store experience resonated with the brand’s ethos of sustainability and appealed to its target demographic of environmentally conscious teenagers. Undoubtedly, one of the greatest challenges on this project was striking the delicate balance between creating a space that exuded youthful energy and remained true to Zalza Teens’ commitment to sustainability. It was essential to design a store that appealed to the target demographic of environmentally conscious teenagers while also capturing their attention and fostering a sense of excitement and discovery.”
Nishtha’s design for the Zalza location features playful visual merchandising elements such as branch-like shelves which are both functional and reinforce the organic ethos of the brand by showing rather than telling. Simultaneously practical and eye-catching, elements like this instantly imbue a youthful playfulness to the space. Another impactful design element is the inclusion of interactive educational touchpoints throughout the store which allows customers to investigate and understand more about Zalza’s sustainable fashion practices. For example, wooden cards display information about the environmental impact of fast fashion and the benefits of organic cotton, empowering teens to make informed choices about their purchases. A non-complex but highly beneficial element included in the store is the innovative recycling station where customers can drop off their old clothes for recycling or repurposing. The integration of these recycling stations into the store layout promotes a culture of circularity and waste reduction while demonstrating Zalza Teens’ commitment to closing the loop on fashion waste. Perhaps the greatest strength of these different design elements is that they support environmental awareness in a relaxed manner, allowing customers to feel that they are making the decision to choose a difference for the better.
Nishtha concedes that psychology is always a factor in what she does. The tone of a space allows us to enjoy the experience, this concept is relative to a variety of uses. Ms. Vashist describes, “Specifically for Zalza Teens, I utilized an open layout which not only encourages exploration and discovery but also facilitates social interaction and engagement, reflecting the social nature of Gen Z consumers. In addition to spatial planning, I leveraged color psychology to infuse the store with a youthful vibrancy. The brand’s signature yellow color, chosen for its association with energy, optimism, and creativity, served as a focal point that enlivened the space and captured the attention of passersby. By incorporating pops of yellow throughout the store, from accent walls to decorative accessories, I injected a sense of playfulness and dynamism that resonated with the youthful energy of the brand.”
Nishtha Vashist has created for Zalza Teens in Malleshwaram (Bengaluru), a physical environment that reflects back to teens the sort of place they desire. It’s a place where they can be serious and not so serious at the same time. It revels in the present while being conscious of the future and its impact on their lives.
Sharon Howe is a creative person with diverse talents. She writes engaging articles for WonderWorldSpace.com, where she works as a content writer. Writing allows Sharon to inform and captivate readers. Additionally, Sharon pursues music as a hobby, which allows her to showcase her artistic abilities in another creative area.