There’s always a lot happening in the city. With its young population, mostly comprising students and IT professionals, Pune is always buzzing with activities, and restaurants, malls and multiplexes are reinventing their looks and getting a makeover to attract the crowd.
Recently, Ishanya Mall in Yerwada, a popular retail destination in Pune, donned a new avatar. Now called Creaticity, the place will bring a plethora of offerings in art and culture, music, F&B, entertainment and home décor for Puneites. An amalgamation of world class cuisine, entertainment shows, art and cultural events will be presented at a single destination. It also plans to venture into the big screen platform.
A NEW IDEA
“Ishanya, the retail real estate division of Deepak Fertilisers and Petrochemcicals Corp Ltd, is presently reconfiguring itself into an exciting new avatar called Creaticity. This transformation from a conventional mall to a vibrant and creative living campus is an outcome of substantial research insights and introspection carried out over the previous year including several consumer journeys and retailer feedback. The category mix is now nearly 50/ 50 between Home category and F&B & Entertainment category to bring in consumers and visitors from all walks of life,” says Mahesh M, CEO, Creaticity, Yerwada.
ONE STOP CAMPUS
Talking about the idea behind the name, the renovation and re-branding, Mahesh says that Creaticity is like an ecosystem that democratises creative expression. The spaces aim to inspire and encourage others to become creators and consumers feel recognised at this place from ‘I want to do this’, to ‘I can do this.’
“Creaticity has been designed to be a one-stop campus for perfecting the art of home with over 100 reputed home and living brands from India and abroad and over 52,000 home décor ideas spread over two lakh sq ft area. It is also a foodies’ destination with a menu of a dozen restaurants and over 27 delectable cuisines. Sportstainment brands, which have indoor and outdoor venues to unwind with a 14+ sports options, will offer Puneites the energetic and fast game of futsal or cricket at indoor and outdoor turf arenas, among other things. From music concerts to rock shows, comedy acts to serious theatre, dance performances to fashion shows, the mall will showcase them all at the multiple venues that range from a 600-seater amphitheatre to a 500 pax banquet spaces,” explains Mahesh.
Tilting Art Gallery which has been an integral part of the mall, will add more liveliness to the campus.
MERGING CREATIViTY WITH EXPERIENCE
People have always known the mall as Ishanaya. So how would Creaticity be different from what Puneites have experienced so far?
Mahesh says that the new campus will be a warm and inviting co-creator, providing space and support for shopping, family time, time with friends or even some personal ‘me time.’
“Action is at the heart of this new experiential journey. And the tagline, ‘Make, eat, play, sing, learn and create’ symbolises the same. Creativity is not something that can be done without expression and to us, expression happens through many such action words mentioned above. We are also coming up with a power packed nine-day festival — The Creaticity Festival — which will have over 40 exciting events across food, music, theatre and art, along with some interesting workshops on home, fashion and lifestyle,” he concludes.