The design of this apparel store creates a strong expression through spaces. The design brief was to design an apparel retail with the western wear product being the main highlight. This by itself led to a minimalistic approach towards designing this space. The site lies in the basement so it triggered the thought of creating an underneath layer – a pocket.

Apparel Store Creates A Strong Expression Through Spaces | Projected Rays

Thus, the cave concept visualises a seamless volume with the displayed product being the protagonist. The idea was to drape the walls around the display. Thus, this also makes this 1200 sqft space seem much larger.

A retail store with curvilinear walls and ceiling gives a modern cave experience. As a result, it is a unique and exciting concept for shoppers. The curved walls and ceiling create an immersive and intimate atmosphere. Thus, it draws customers in and encourages them to explore the space.

Trial Room

By continuing the feel of the display area into the changing rooms, we tried to create a sense of consistency and coherence throughout the space.

To complete the cave experience, use of  earthy tones for the walls and ceiling creates a cohesive, natural look and feel throughout the space. The use of lime textures on the walls further enhances this uninterrupted visual experience.

Changing area and the fabric discussion room

By using the same concept we tried  to create a sense of enclosure and privacy for customers while also tying in with the overall aesthetic of the display area.

The displayed products have in a way enhances the continuity of the atmosphere. Use organic curvilinear shapes that complement the walls and ceiling. By integrating these shapes seamlessly display systems become part of the overall aesthetic, rather than distractions.

Ultimately, the goal of any retail space is to create an engaging and memorable experience for customers. We feel this approach effectively balances functionality with aesthetic appeal, resulting in a unique and engaging retail environment tailored for a western wear display. It ensures that the focus remains on the products themselves, with the display elements serving to accentuate their appeal.

The central display stands have a curved, organic shape that resembles the outline of an amoeba, and are typically made of metal. They are placed in the middle of the store and serve as both functional displays for products and artistic sculptures that enhance the overall aesthetic of the space.

The organic shape of these display stands mimics the natural forms found in the environment, creating a more organic and fluid feel within the store.

This can help to make the space more inviting and visually interesting, and can also help to draw the eye towards the products being displayed.

However following this design language was a task due the constraint of the existing beams and the low ceiling height.  Thus, the details were figured out to treat the beams and intersection of surfaces with cove lighting. This led to the articulated flow of the ceiling.

The right lighting enhances the cave-like atmosphere. Use of soft, warm-toned lighting to create a sense of intimacy and highlight the curvilinear walls and seamless junctions.

Fact File

Designed by: Projected Rays

Project Type: Retail Interior

Project Name: ITARAA

Location: Panchkula (Chandigarh)

Year Built: 2023

Duration of the project: 2 Months

Project Size: 1200 Sq.Ft

Principal Architect: Ar. Rohan Jain

Color Palette for each area/space: LIME BEIGE TEXTURES

Photograph Courtesy: Vaibhav Passi

Products/Materials/Vendors: Finishes – LIME / Wallcovering / Cladding – POP PLASTER / Sanitaryware – JAQUAR / Flooring – SIMPOLO TILES

Consultants for the Project: Interior Designers – PROJECTED RAYS / MEP & HVAC Consultants – DAIKEN / Interior Styling– PROJECTED RAYS

Firm’s Instagram Link: Projected Rays

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