Evolving Retail Design that Reimagines Cultural Touchpoints | FORUMaDvaita

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Pataaree is a wedding accessories retail design studio based out of Chandigarh, India. They create customized products for wedding ceremonies including favors and decor props. The products are a reflection of the traditions and ceremonies which compliment wedding rituals and add that personalized touch to each experience.

Evolving Retail Design that Reimagines Cultural Touchpoints | FORUMaDvaita

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This  1500 Sq.ft space was to be designed in an existing industrial space, which was in conflict with the experience of Pataaree, so we had to transform the unfavorable situation into the favorable one.The existing space was wide and open with a metal ceiling. The space required to have workshops, and storage apart from workstations, and office spaces. The client Shagun and Rekha wanted a fresh projection of the face of Pataree that reflects them and the Pataaree at the same time. So we evolved the concept of “ become  one with “


Just like a sculptor transforms himself into the marble and becomes one with it when the true experience of beauty emerges, the elements of Pataaree want to become one with the function of the space, so the form of the fabric here wants to become one with the function of the space. The use of fabric being the elemental part of the function of pataaree, each element of pataaree wants to be one with the function.

The ground floor space had free access from all four sides. As a part of planning, the workshop and storage space was organized in such a manner that there is direct access to unloading of articles and fabric from the periphery without intervening in the display area, The workshop being the most buzz zone in the overall planning required to be vibrant and full of light and was thus positioned in a corner so as to receive maximum light, these areas are in direct visual connection with the office areas. The office areas and the workstations abutting the longer side of the space open towards the southeast side and receive light the whole day .

Workstations and office zone are separated by an open lounge/library area which becomes a medium for interaction and brainstorming over an idea, a space where Pataaree finds a space to evolve continuously.

The door is the handshake of a building as someone rightly said, has been used not only to transit between spaces but also to reflect what lies within. The entrance door stands as a work of art with a little foyer/verandah space to pause and appreciate this work. The door is a composition of tinted and stained glasses and hand-woven fabric sandwiched between clear glasses to create vibrancy in the space.

The arrival space brings one in the middle of the circulation space which is purely linear and connects the two ends of the space along the length of the site. This little notional foyer is supported by an art installation that becomes the first fabric that stands in awe of you, and you stand in awe of the fabric, that begins to waltz as you walk in, initiating moments of celebration, we call this wall of entrance “ Dupatta Fabric “.

This is a wooden curvilinear partition finished with chicken mesh and POP on top with inlays of framed weaving art very meticulously and heartfully. Artists from the college of fine art became elementary in bringing a lot of craft into the space. The idea was to reflect tradition in the first place sitting in a modern context. This partition wall also forms an elementary wall to screen off the worker’s movement on the other side. For the embroidery wall, we used anchor threads in the cross stitching technique designed by Mandeep and worked along with 30 women from team pataaree and Chhoti si Asha.

As one moves  towards the right side of the space, one encounters the second interface of the movement and rests their bodily and eye movement onto the second art installation standing in the far end that we call “ Bhuj Fabric. The eye glances off partially from the column standing right in the middle which was covered with black tinted glass that multiplies the peripheral vision and almost becomes invisible. The “ Bhuj fabric” is another wooden curvilinear partition that screens off the packaging and workshop areas on the other side. This wall is Lippon art by the use of clay and mirror. For lippan art we used shilpkar clay, Fevicol, different shaped mirrors and fevi bond.

The “Bhuj Fabric glitters like diamond during the day because of the mirror work . This wall also forms the backdrop for photoshoots and performers backdrop during performances , as the space is also envisioned to become a place for gathering and performances to encourage performing arts

The third interface is the space of rest that lies in the middle of the office/workstation zone. A small cozy space abutting the windows receives a lot of sun that filter the space inside that falls onto the wooden flooring to add to the warmth, where one sits to enjoy a cup of coffee. While sitting one is completely disconnected from the neighboring spaces, with the exposed brick wall in which a high-rise central table made in civil work sits in the space forming the disconnect of the library from the neighboring spaces. The central high-rise table is painted Pink dematerializes the form and projects another story of Pataaree. This central table is designed in such a manner that on one side it has niches to arrange some books for the lounge and on the other side, it forms a worktable. This is in connection with the workstations along.

Fact File

Designed by: FORUMaDvaita

Project Type: Retail Interior Design

Principal Architect: Aman Sohal

Design Team: Munir Ahmed & Aryan Kaushik 

Project Size: 1500 Sq.ft

Location: Chandigarh

Photograph Courtesy: Jeevan jyot 

Firm’s Website Link: FORUMaDvaita

Firm’s Instagram Link: FORUMaDvaita

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