CHENNAI: The multi-coloured cubes on this white edifice facing Shanthi Colony, Anna Nagar West, has been grabbing the attention of the public for the past few days. Located near the humble neighbourhoods of Anna Nagar and Koyambedu, which are known for its mom-and-pop stores, the launch of Virtuous Retail mall (VR Mall) on Jawaharlal Nehru Road, is changing the neighbourhood’s lifestyle.
Built on a sprawling area of two million sq ft on a 10-acre land, this shopping centre will be home to over 240 retail stores including domestic and international brands. The mall was opened to the public on June 18 and officially launched on June 22. As of now, approximately 80 brands are operational. “Our primary focus is to stay relevant to the city, connected to the community and celebrate the cultural values," says Jermina Menon, vice president marketing, Virtuous Retail Property Services, LLC, India.
Easier access
Anna Nagar is dotted with eateries, fine dine restaurants and cafes that have delighted the hearts of its residents. The new mall is expected to cater to a wider and adventurous palate of the city. Chennai’s first Taco Bell is set to open here. “Other cities like Mumbai, Delhi and Bengaluru have been boasting a range of international food outlets. For many of us who cannot travel abroad, it will be a novel experience to sample global food under one roof,” says Shreya Shankar, a middle-aged advocate.
The vicinity is home to colleges, schools, academic coaching centres, which makes the mall a haunt for the youth. The Koyambedu bus stand’s proximity to the mall is expected to attract travellers. “Earlier, I had to travel all the way to Velachery or Royapettah to go to a mall. This is a boon to the surrounding residential hub because this is a big hub of the city. The choice of brands shows that our lifestyle is changing. We've all become brand conscious,” says Fazeelath Ashraff, a final year student, Saveetha Dental College.
“VR mall has some of the most well-known brands. We have to start watching our purses so as to not burn a hole in our pocket. We have everything in Anna Nagar, from clothes to furniture and eateries. For us it doesn’t make a difference,” says 64-year-old K Srinivasan.
Busy roads ahead
Last week many curious shoppers drove by for a sneak peek. Even at 10 pm Shanthi Colony, which is otherwise tucked into bed, seemed to have unusually larger number of vehicles on the road leading up to the mall.
The mall’s strategic location has made traffic a serious concern for residents around this area. “While we might not visit it daily, there are many who love going to the mall. On weekends, traffic is unmanageable in both Shanthi Colony and Second Avenue. This will only add to it and we are already noticing it in the evenings,” says Radhika, a homemaker.
Patrons to the mall will have to drive to Koyambedu and take a U-turn to get to the mall. “Though it is strategically located, getting to the mall will be a task. Once it is fully functional, we have to literally go an extra mile to get to the mall,” says S Madan.
The mall is expected to be fully operational by September this year, which gives the traffic police enough time to study the potential chaos. In the last one week though traffic seems to be under control. Gautam Sundar, a shopper, says, “The roads surrounding the buildings are still under construction but the location of the mall has enough space from the main road, allowing traffic to move smoothly.”
While the traffic policemen refused to comment, mall officials believe that with two other gates that are expected to open soon, traffic will not be a concern.
Architecture
In an effort to stay relevant to the city, the mall has imbibed the Tamil culture in its architecture. The interior of the mall resembles a temple. There are figurines of the different rulers of Tamil Nadu. A magnificent metal bell hangs down the ceiling. Embellished with Dasavatharm figurines, the bell pays homage to the 10 avatars of Lord Vishnu. Paintings by artists from Cholamandal Artists Village are displayed across the mall.
Feast at
Kailash Parbat, Keventers, Haagen Daz, Bombay Brasserie, House of Candy, Kobe Sizzlers, Asia Seven
International brands
Steve Madden, Gant, Daniel Wellington, Rosso Brunello, Rare Rabbit, GAP, William Penn, The Children’s Place, Just Watches, Sephora