Arcelia is a new retail identity for Shoppers Stop wherein a lot of technology and visual merchandising have been used to showcase premium products. The entire store graphic has been very well planned. The store talks to a consumer looking for premium or luxury products through the visual communication. We have developed certain mannequins for handbags and cosmetics as well as a new addition. From the VM point of view we have used technology and LEDs to give a ‘phygital’ experience to our customers. What is unique about Arcelia is the experiential design.