Relevance conveyed by simplicity

The Giordano outlet at Al Ghurair is the fashion chain's first showroom in the Middle East to start implementing the group's new brand image. As part of Project Lighthouse, it has gone to great lengths to reflect the underlying design theme: simplicity

When Giordano decided to change its international brand image, they decided on the moniker 'Project Lighthouse'. Simplicity was the underlying theme. So the final list of corporate colours pointed to the four easily-identifiable colours of grey, silver, black and white. "In terms of simplicity, most people can identify with these colours," says Ishwar Chugani, general manager of Giordano Middle East and North Africa.