A Fashion Brand Store That Celebrates Art In Spirit | Kaushal Tatiya Architects

“Retail therapy has myriad aspects and benefits attached to it. While the products are the key takeaways, the type of shopping environment makes a great difference to the entire experience. The thematic world of this retail store makes you transport to a cinematic era where very detailing has a story behind it.”- Nishal Sevak(Co-Editor)

Strong like a weave, yet flowy like fabric; Dhaagasutra sits in the heart of Pune at the intersection of the traditional and contemporary. A fashion brand store that celebrates art in spirit, it is aptly named The Thread Cave – inspired by the humble thread and the canvas of caves.

A Fashion Brand Store That Celebrates Art In Spirit | Kaushal Tatiya Architects

Visit : Kaushal Tatiya Architects

Designed by Kaushal Tatiya architects, the design serves as a flagship store of an avant-garde fashion brand, Dhaagasutra. The ethos of the brand is to be innovative while staying true to the roots, exploring art through fashion. To build on the same idea for architecture, the design team turned to one of the oldest canvases of our times – the caves.

Caves transformed art into an experience. The cavern walls were the pages of the story that unfolded through the paintings as one walked past. The organic forms lent dynamism and created undulations that gave the art a new depth. The catenary and parabolic curves, not unlike the crests and throughs of cloth, acted as the perfect backdrop for the flow of the creative mind. With this as the inspiration, Dhaagasutra was conceptualized as the Thread Cave, a canvas for art and fashion.

The first look of the store is a huge traditional wooden door, symbolic of the brand’s rootedness in Indian culture. A melange of curves greets one upon entering the store. The reception area houses a large central seating area that can also be transformed into a discussion space.

Catenary arches and organic forms are witnessed prominently in the design. The fabric flows into the hyperbolic and parabolic curves of the display units. These lines then weave under to create patterns in marble chip inlays on the Kadapa floors.

The design acts as a backdrop for the outfits. Since the outfits were designed to be colorful and vibrant, the store was crafted in dark hues of black and grey with splashes of neutral whites and browns. The rawness of concrete, stone, and wood was enhanced to create a myriad of earthy textures reminiscent of a cavern.

This helped in creating a contrast between the two and highlighting the displays. The Dhaagasutra logo has been subtly incorporated into the design. From door handles to wall accents, the brand presence is seen through the design.

While the interiors emote grandeur, the spaces are crafted to be comfortable. Informal seating areas have been created where people can rest while shopping, or have a discussion with the designers. The swing seating in the bridal couture area is a prime example, which also visually connects to a viewing space, for the customers to witness the magic of the Dhaagasutra pieces on them.

In any fashion store, mirrors are of utmost importance. Adhering to the parametricism of the space, mirrors in organic shapes adorn the walls, reflecting beautiful backdrops. Multiple mirrors reflect off each other to make the interiors appear more spacious. Mirrors and stones also lead the way to the trial rooms, acting as subtle signages.

Dhaagasutra is not merely a store but a canvas for art. Backdrops and statement pieces merge seamlessly together, to create a space that is visually aesthetic and functionally optimized. As caverns celebrated paintings and sculptures, the store celebrates the craft of fashion. Together, materials and ideas come together to form a timeless celebration of art – The Thread Cave, Dhaagasutra.

Fact File

Designed by : Kaushal Tatiya Architects

Project Type : Retail Interior Design

Project Name : Dhaagasutra : The Thread Cave

Year Built : 2022

Duration of project : 4 Months

Project Size : 2700 Sq.ft

Project Cost : 35 lakhs

Principal Architects : Ar. Kaushal Suresh Tatiya & Ar. Sweety Muttha

Photograph Courtesy : Avesh Gaur

Products / Materials / Vendors : Finishes – Stucco / Lighting – Lafit / Doors and Partitions – Saint Gobain Sanitaryware – Kohler / Windows – Saint Gobain / Furniture – Space Ace Design Studio / Flooring – Kadappa / Paint – Asian Paints / Hardware – Hafele.

Firm’s Instagram Link : Kaushal Tatiya Architects

Firm’s Facebook Link : Kaushal Tatiya Architects

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