Crimzon, a renowned Indian luxury footwear boutique label by designer Sonali Dalwani, has long been celebrated for its handcrafted shoe that beautifully blend international finesse with Indian flair. When tasked with designing their flagship shoe boutique in Kala Ghoda, Mumbai, our mission was to translate Crimzon’s values and rich legacy into a physical space that reflects the brand’s spirit of luxury, comfort, and craftsmanship.
This Shoe Boutique Translates Rich Legacy into the Space | Iram Boxwala Design Studio
Crimzon’s boutique was envisioned as a space that echoes the brand’s dedication to handcrafted luxury, creating a boutique that feels as custom-made as their shoes. Our design objective was to strike a balance between everyday shopping and an exclusive luxury experience, catering to the brand’s diverse clientele. One part of the store would be an approachable shopping area for casual purchases, while another would serve as a niche luxury zone where customers could sit, sample products, and customize their purchases.
However, the location presented some significant challenges. Housed in the historic Oricon House, the building came with structural issues such as leakages. A significant portion of the store is below ground level, which compounded the design difficulties. The ceilings were also quite low, requiring us to be creative with how we used lighting to enhance the space.
We first focused on enhancing the boutique’s facade to create an inviting entrance that reflects Crimzon’s luxury ethos. The facade required thoughtful consideration and design to overcome the building’s structural challenges. Given the old pipes at the back, we decided to conceal them using an Aludecor screen. We experimented with various patterns and designs, incorporating a decorative version of the Crimzon logo that we even modified specifically for this façade. This not only provided a sleek and modern aesthetic but also ensured that the boutique’s exterior was an inviting introduction to the luxurious experience awaiting inside.
We had to tear down the entire 650 sq. ft. space, including the façade, and start from scratch. This allowed us to design every inch of the boutique with Crimzon’s ethos in mind. The space is as customised as their shoe-making process. To deal with the store’s low ceilings, we used a combination of ambient lighting techniques, installing cove lights around the beam areas and using strip lighting to softly illuminate the shoes. This not only maximised ceiling height but also created a warm and inviting atmosphere, shifting away from the harsh, bright lights commonly seen in retail stores.
To allow the shoes to shine, we opted for a monotone palette with warm neutral tones of beige and brown. These colours complement the footwear, ensuring that the product is the highlight of the space. The flooring is a classic herringbone wooden pattern, and the walls are nanocoated in a beige finish, including the display shelves for a seamless, sophisticated look.
With two entrances, another design challenge was creating a cohesive flow for customers. We strategically placed the cash desk in the centre of the store to serve both entry points. We also divided the space into distinct zones. On one side of the desk is the more casual and everyday shopping area. Meanwhile, the opposite side hosts the luxurious customisation zone.
This area features curved shelves that flow seamlessly into the space, creating an organic movement throughout. We also added a cosy seating area near the cash desk where clients can have meetings with the designers, design their pairs of shoes, go through swatch books, and examine samples. This thoughtful integration allows customers to engage in a personalised experience. Thus, ensuring that their journey in the boutique is as bespoke as the footwear they seek. The storeroom, a private zone, was tucked away in the left corner to maximise floor space. It also ensures functionality without interrupting the customer experience.
Crimzon stands for integrity, insightfulness, dynamism, confidence, clarity, and fun—values that we consciously incorporated into the design. The store radiates confidence through its seamless layout and clarity with well-lit, well-organised spaces. To make it dynamic, we used earthy elements, including plants and decor pieces sourced from Indian brands such as Venjara, Fleck & more. These design elements add warmth and character. Meanwhile, the placement of decor between the shelves—particularly in the luxury zone—gives the space an air of sophistication and breaks up the display. Thus, allowing the shoes to stand out.
We aimed to create a space that feels warm, welcoming, and luxurious for clients who shop for special occasions. The boutique evokes a sense of heritage, paying homage to India’s craftsmanship while providing maximum comfort to Crimzon’s discerning clientele.
Crimzon has been a key player in luxury footwear since its inception in 2003. Every shoe is handcrafted for comfort, combining traditional opulence with modern sensibilities. For over 20 years, Sonali Dalwani’s brand has told a story of celebrating individuality through its shoes. Now, with this new store, Crimzon’s story continues, welcoming customers into a space that mirrors the brand’s commitment to quality and craftsmanship.
Fact File
Designed by: Iram Boxwala Design Studio
Project Type: Retail Design
Project Name: Crimzon
Location: Kala Ghoda, Mumbai
Year Built: 2024
Duration of the project: 3 Months
Project Size: 650 Sq.ft
Principal Architects: Iram Boxwala
Design Credits: Ankita Das
Photograph Courtesy: Yadnyesh Joshi
Clients: Crimzon & Sonali Dalwani
Contractors: ONS Enterprises
Design Consultant: Sanjiv Bajaj
Consultants for the Project: Laminates and Wooden Flooring by: Nileya Wall & Decor / Tiles and Stone by: Bellicosa Studio / Couches: Iram Boxwala Design Studio / Rug: Venjara / Centre Tables: Inmarwar Cushions and Fabric: D’decor / Facade Panels: Aludecor / Signage: The Signage
Firm’s Instagram Link: Iram Boxwala Design Studio
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