The client’s brief was that he required a minimal and modern style space that keeps the focus on the products. One key concern was to utilize every nook of the space as the scale of the space was small and challenging. The client was experimental in approach, but desired functionality in the overall design concept.
Rules of rusticity
Within this changing cultural context which begins to question, interrogate, and deconstruct concepts of masculinity. Are there rules that define Architecture beauty? There are none. Similarly, there should be no defined ruled for how a Men’s fashion studio should look like.
The soft curvilinear brass rod that resembles a branch of an Ivy plant is the focal element that creates movement into the interior. The curvilinear form creates a soft ever-changing play of shadow and light on a sand-gold stucco texture on the walls reminiscent of a walk amidst nature and shadows of tree.
Fluid geometry
The L shaped curvilinear display unit encourages viewer to naturally move inside the store and engage with the products. As opposed to the soft geometry of the display rod, the linear form of the coffered design storage unit creates an interesting contrast in geometry. The main intent was to design a concealed storage to take care of inventory for a Retail brand. The space explores the concept of Masculinity, as soft and gentle, which is opposed to how masculinity is perceived in general.
At the center, there is a circular seating, that fosters effective circulation around it. It also serves as a waiting area and allows a conversation. The fluidity and softness of the shell form chairs, beaten brass coffee table and a circular rug is intentionally designed to pay homage to the characteristic of Men that isn’t stereotyped. The organic mirror is placed near the trial room, in juxtaposition to a teal colored cash counter with linear fluting details.
Beauty in simplicity
The main limitation that we faced was the small scale / area of the site. It was challenging to provide a functional space and meet the storage requirements, without making the space feel too cluttered. Another challenge was arriving at the design style, that the interior space needed to reflect the brand Jorah, a fresh perspective of an ideal man. Reflecting the branding through the interiors of the space was a poetic and challenging experience for the design team.
The overall space is minimal, clean approach that seeks to combine functionality with beauty. Its focus is on simple lines and light spaces, devoid of clutter. The neutral colored walls are balanced by the warmth of the Oak wood flooring laid out in a herringbone pattern. The brass finished curvilinear display stands out against a sand-gold stucco texture on the walls. The teal colored reception desk acts as a focal element in an otherwise neutral space.
The designer’s favorite element of the store is that it has a surprise factor in it. One tends to expect a dark, rustic, dominating interior when stepping in a men’s tailoring space. This retail design tends to surprise it’s visitors. The main intent of breaking away a stereotype is reflected rather poetically in this space.
Fact file:
Name of the project: Jorah Flagship Store
Location: G-K 1, New Delhi
Area: 225 sq. ft
Type: Retail Design
Design firm: LDG Studio
Lead Designer: Jayati Gupta, Abhinav Gupta∙
Photography Credits: Tarang Goyal
About the design firm:
In 2016, Abhinav Gupta and Jayati Gupta founded LDG Studio with a bold and irreverent vision to make Interior Design and Architecture significant in our lifestyle. They believe in the concept that reality can be beaten with enough imagination. Their multi-disciplinary firm draws inspiration from the duos’ eclectic expertise in the areas of design, art and architecture. Based in New Delhi, Abhinav and Jayati collaborate on a range of projects that scale from Residential design, workplace design, retail design, and hospitality design to furniture design.
