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VR Chennai

IdeaSpice worked as wayfinding consultants to deliver a comprehensive signage and placemaking program across their centres. The comprehensive signage and wayfinding system allowed us to craft a unique experience across their centre and also paved the way for future centre developments. VR Chennai is one of Virtuous Retail Group's flagship centers.

Branding | Environment | Place Making | Retail Centers

Co.Exist

The Old & The New
The old and new live together in harmony and sometimes in conflict. A 2000 year old dance tradition exists in the form of schools, festivals and performances at the same time as manufacturing for some of the most sophisticated machines ever made.

The VR Chennai brand is built around this central premise – the co existence of old and new that creates something new.


Known as “The First City of Modern India”, Chennai is the biggest industrial and commercial center in South India, and a major cultural, economic and educational centre.

Chennai is also known as the “Detroit of India” for its automobile industry. The city is host to the third largest expatriate population in India after Mumbai and Delhi. Chennai was also named as the 9th-best cosmopolitan city in the world by Lonely Planet .

Chennai culture is distinctly different from that of any other city in India. Being a cosmopolitan city, the culture of the city reflects its diverse population which has resulted in a unique blend. Though a modern city, it continues to be traditional and conventional in certain ways.

Traditional music, dance and all other art forms of Tamil Nadu are very popular in the city. One can find a unique blend of culture from traditional foods to fast foods, from ancient temple architecture to modern high rises and from classical music and dance to the growing nightlife in the city.

Traditional music, dance and all other art forms of Tamil Nadu are very popular in the city. One can find a unique blend of culture from traditional foods to fast foods, from ancient temple architecture to modern high rises and from classical music and dance to the growing nightlife in the city.

The illustrated cultural map of Chennai

Developments in VR Chennai through the destinations and installations

Love Chennai Installation


Temple Door


Nandi Installation


Brass Bell Installation


Samudramanthan


East Gate Dynasty Maps

Mural Story: Illustrations on Madras dynasty maps. Complements the East Gopuram mural about dynasties


Uloka Gopuram Mural

Material: Grey Granite ; Treatment: Water Jet Cutting



VR Destinations: Concierge Desk


Food Box Logo Installation

The Food Box logo is a food box bursting with all the elements that make up the dining experience. Each of the icons is also available for use as part of the core brand assets. The elements have been modified to include more non- veg food, representing the cuisine eaten in the region.


VR Destinations Installation


Overview: Dashavatarams

Matsya Avatar: The avatar of Vishnu in the form of fish.


Narsimha Avatar: The avatar of Vishnu in the form of half human, half lion.


Vamana Avatar


Signage Mapping & Wayfinding System

Overview of Signage Mapping



Parking Signage





Parking Signage: Basement Lobbies

Mandatory Signage

Operational Signage

Service Signage

Experience Center – Environmental Graphics and Experience Design

Email Signature

As part of the design language – a depiction of Chennai in an illustrated elevation has been created. This can be used either in totality or as individual elements.

IRF Exhibition

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