shazé Concept Store Launch at Colaba

shazé Concept Store Launch at Colaba

09 October 2016

Crawling out of your comfortable bed in the morning is definitely tough, and if that is aided by the anxiety to face adverse remarks by society, things turn worse. You may not even like to get out of your bed at all. What do you do now? How do you make your morning brighter? How do you make your day easier to tackle at least for once?

The ‘make or break’ mornings sets your mood for the whole day. So if you get a chance to vent out your anger, vent out the frustration that you might have felt the last night after hearing something not-so-joyous about you, give an outlet to your so-called-defeat, take the chance. Do something that actually helps to make you happy. Do something that is meant just for you.

shazé, the edgy premium lifestyle brand epitomising the movement against stereotyping and labelling and encouraging Self-Expression, launched its unusual and unique store at Colaba, Mumbai, India on 7th Oct, 2016. While the store is small in size, its ambitions are big. Housed within this bold outlet is the world’s first Venting Booth, which allows people to videotape and record themselves venting out their deepest, darkest thoughts and frustrations.

We spend a third of our lives cursing and compromising with adverse situations. But we never think that a simple shout can relieve us from the pains that mentally harasses us. shazé’s Colaba outpost façade is a street-art mural that stands as a mirror to the youth’s outrage and shout due to this categorisation and labelism. It is expressed by the portrait of an anguished face constructed out of over 600 most used/abused labels that shazé boldly stands against. These are the labels that people all over the world are subjected to, due to their size, shape, color, mannerisms etc. We accumulated the tags given by people on Twitter who participated in a #AgainstLabels contest conducted by us. Says Samrat, “The mural epitomises a strong sense of individuality and different perspectives of self-expression. It is important for us to walk-the-talk of #AgainstLabels and this is our attempt to offer a window to express and sensitize the community against the plague that is labelling.” 

The best part of visiting the store is that no one hears what you vent out. It is just you. It is just meant for you to be happy.

As Samrat Zaveri, the creative genius and the MD puts it, “This is not just a store. It is an embodiment of shazé’s brand personality of being bold, edgy, impactful and relevant. It is intended as a place that empowers you to express your moods and sentiments through the world’s first Venting Booth”.

This novel concept-brand space gives people the freedom to voice their stories, opinions about various topics pertaining to fashion and society as a whole and will act as the Voice of the people. This need of the hour was apparent from the long line of people who stood in the sun to get an opportunity to #VentItOut on the day of the launch. Enthusiasts were egged on by the presence of star like Rahul Khanna, unveiling the store and joining them at the venue.

So, it’s time! Come and vent it out! Do something just for you! Making sure that you take time out just to be happy keeps you healthier and empowered.

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