A year after partnering American furniture brand Ashley, Deepak Fertilisers and Petrochemicals Corporation has relaunched its retail campus Ishanya under a new brand, Creaticity. The Pune-based 10-acre campus is designed around creative living theme.
It aims to transform traditional retail spaces into a destination for all by hosting home city, food city, sports city, art city, entertainment city and other categories.
Mahesh M, chief executive officer at Creaticity, said the campus had been created around themes such as eat, make, sing, play, learn and create. “This exercise is part of our transformation strategy and we have invested around Rs 100 million to enhance the physical space experience,” he said.
According to Mahesh, Creaticity has over 100 national and international brands across the home, food and beverages, and entertainment categories. After the unveiling, Creaticity will host a nine-day festival from April 14 to April 22, featuring 40 events including seminars, workshops, and performances. Its aim is to attract customers not just from Pune but also the six cities including Mumbai, Satara and Kolhapur.
In January 2017, Wisconsin-based Ashley Furniture Industries, tied up with then Ishanya for opening an outlet in Pune.