FITCH was engaged to develop a world-class destination. The project scope included brand positioning, strategy, naming, identity and design of the mall’s exteriors and interiors. During the discovery phase of the project, it quickly became apparent there was value for both tenant retailers and shoppers in employing the L&T name around the principle of being “beautifully smart”.
Larsen and Tourbro (L&T), one of India’s largest and most respected companies, recently expanded their business interests into commercial property. Renowned across the country for excellence in engineering and construction, they identified a site to develop their first project – a 26,000 sq.m mall in Chandigarh, a city in the Punjab masterplanned by the famous French/ Swiss architect Le Corbusier.
The outcome is ‘Elante’, a phonetic spelling of L&T. The identity and language are inspired by the building’s architecture, itself inspired by the work of Le Corbusier, whilst the colour palette is reflective of the personality of the region. The brand was launched to the public in 2011 and the mall itself will become operational in 2012