Sauntering down Ahmedabad’s high street, one wouldn’t gamble on the chances of crossing paths with an otherworldly realm disguised as a jewellery boutique. With only a sliver of its demeanor peeking through the façade, the bijouterie destination lives up to its name — ‘luring’ one into its terracotta-doused embrace, gleaming with treasures. The cuboidal, jewel-box-like volume alchemically transmutes into a terracotta terrain. Its walls undulating, a sinuous island at its locus, and a mystical lunar landscape blooming in the island’s midst.
Editor’s Note: “The dramatic curves in captivating terracotta hues craft a sensory, riveting journey filled with curiosity. Breaking away from traditional jewelry store designs, Muselab curates a melange of varied creative epiphanies. Mystical ring bearers, bespoke pendant lights, and moody charcoal hues flow in harmony with the delicate brilliance of the design, curating a sensory experience.” ~Simran Khare
An Otherworldly Realm Disguised As A Jewellery Boutique | MuseLAB
While ideating for this lineage jeweler’s enterprise, we decided to do away with design dictums that have long reigned this typology.
The traditional ‘across-the-counter’ (read: stark and transactional) modus operandi was turned on its head, and how! The result: a store that concocts a sensory, riveting, and curiosity-fuelled journey.
Commanding the layout’s nucleus, the ‘discovery island’ is a melange of many creative epiphanies. Its meandering form establishes an intentional trajectory that makes one pause, converse, and peruse within each indent, studying its periphery. The experience is akin to savoring a delectable grazing table.
Amoebic mirrors line the blueprint along one edge, reflecting fragmented vignettes of the Discovery Island, and are perfect for gazing into while adorning jewelry.
These mystical ring bearers dwell within glass cloches, analogous to biodomes — a world within a world, in absolute equilibrium yet meshed seamlessly with the larger, selenic landscape.
Levitating over the island is a bespoke pendant light, a mirror image of the former’s shape, a visual yin-yang. Gauzy, stretched fabric and spotlights sensuously illuminate the adornments below, held delicately in the embrace of the legion of ring bearers.
On the menu is a sentient, lunar landscape that is majestic in its topography of gritty craters and an army of ring bearers conceptualized by Artist Shailesh Rajput’s collaboration.
Rich with caresses of rusty terracotta and moody charcoal, Luire scripts a narrative steeped in theatrics that celebrates dualism: delicate and brilliant diamonds finding a home within the fiery Martian milieu. The two worlds couldn’t be further apart, yet in the same breath, any closer.
Fact FileDesigned by: MuseLAB
Project Type: Retail Interior Design
Project Name: Fortune Farm Store
Location: Pirojpur, Ahmedabad
Year Built: 2023
Project Size: 1000 Sq.ft
Principal Designers: Jasem Pirani & Huzefa Rangwala
Photograph Courtesy: Ishi Sitwala
Design Team: Fahim Khambati & Trupti Desai
Collaborators: Shailesh Rajput Design Studio
Manufacturers: FLOS
Firm’s Instagram Link: MuseLAB
Firm’s Facebook Link: MuseLAB
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