GLAM GARBA @ VR SURAT - A RUNWAY SUCCESS!

Navratri festivities got a whole new spin this year as VR Surat played host to Glam Garba, an exclusive invite-only event for the Lifestyle Center’s shoppers. Organised in The Runway, the Center’s exclusive fashion boulevard that hosts premium fashion brands, Glam Garba is an annual event property that connects traditional music and dance celebrations with contemporary fashion.

The 2-day event was organised on Friday, Oct 11^th and Saturday Oct, 12^th, the 7^th and 8^th nights respectively, of the 9-day traditional festival that is considered the most important cultural celebration in Gujarat. Glam Garba 2013 attracted close to 10,000 Surtis, all stylishly dressed, and swirling to traditional music with an international twist.

VR Surat collaborated with renowned musician, performer and VR Surat Music Ambassador Raghav Sachar to conceptualise this unique event, during which VR Surat shoppers enjoyed red carpet treatment and a fantastic celebration over two nights.

Upping the fashion quotient at Glam Garba were Westside, Global Desi and AND who were exclusive Style Partners. A campaign called ‘Shop the Look’ was initiated to drive the season’s latest fashion trends with the event’s key performers showcasing the trendiest looks to inspire Surtis to dress in their stylish best.

The Runway at VR Surat was transformed into a night club with LED dance floors, state-of-the art acoustics, discotheque lighting, while Magdalla Plaza, VR Surat’s outdoor community space, was converted into a beach setting with live performances by fire eaters, hand magicians, stilt walkers and jugglers to entertain the visitors.

Anupam Yog, Marketing Director, Virtuous Retail said, “Navratri is the perfect medium for us to connect fashion and culture. The innovative format of Glam Garba attracted diverse audiences and broadened the appeal of a traditional festival across communities by contemporizing the music while retaining the authentic rhythm and beats that allow large groups to perform complex but synchronized dance routines. Our plan is to make this event an annual property and promote it across the South Gujarat region.”

“It has been an exhilarating experience to perform at VR Surat where the audience welcomes novelty with great energy and I was delighted to see the incredible response to Glam Garba.  Bollywood, Blues, Brazilian, House and electronic dance music were mixed with traditional Garba songs, which made the event truly unique.  VR Surat gave me an opportunity to transform The Runway into a night club and offer a truly memorable event to Surtis,” said Raghav Sachar who orchestrated the 2-day event with singers Jankee and Sonu Kakkar, as well as DJs Akbar Sami and A-Myth.

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About Virtuous Retail

Established in 2007, Virtuous Retail (VR) is an institutionally owned developer-operator of community-oriented premium Lifestyle Shopping Centres in India’s top cities. Virtuous Retail’s pan-India portfolio includes prime city centre locations in Whitefield, Bengaluru, Chennai, Mumbai, Pune, Surat and Kolkata making it the leading platform of quality retail real estate in one of the world’s most attractive consumer markets for organized retail.

Virtuous Retail combines global expertise and local knowledge to create high performance retail environments with strong urban connections. The company’s long term vision is to create new social hubs for the urban Indian consumer. It does this through "Connecting Communities™" – a platform for cultural festivals, public-private partnerships and cross-border collaborations that encourage civic pride, strengthen the local economy and enhance the city’s brand image. Virtuous Retail is sponsored by The Xander Group Inc., a leading emerging markets investment firm, which has committed US$ 600 MM in equity to the platform. For more information, log on to www.virtuousretail.com.