HUES is a men clothing store located in Kottakkal, Kerala, conceived as a spatial expression of contemporary fashion culture. The design responds to the evolving acceptance of individuality and imperfection in modern clothing, translating these values into an interior language that celebrates honesty, rawness, and incompleteness.
The project involved the renovation of an existing retail space that originally featured a conventional layout with a straight staircase and limited visual connectivity between floors. The primary design intervention was the creation of a double-height volume at the front of the store through a structural core-cut, transforming the arrival experience and establishing a sense of openness and grandeur. This gesture allows natural light to penetrate deeper into the interior while creating a dramatic visual connection between levels.
HUES Creates a New Clothing Store Experience Through Light, Volume and Rawness| Spatial Project
Drawing inspiration from Brutalist architecture, the material palette embraces exposed concrete finishes, unfinished textures, and visibly expressed construction elements. The design highlights imperfections rather than concealing them. It reflects the store’s clothing philosophy, valuing individuality, character, and authenticity over perfection.
At the heart of the space stands a custom-designed mild steel spiral staircase, which acts as the store’s central sculptural element. Positioned within the newly created double-height volume, the staircase becomes the focal point immediately upon entry, guiding movement while creating a dynamic visual identity for the brand.
The reception counter further reinforces the project’s narrative of imperfection and reconstruction. Designed using reinforcement steel pipes, the counter incorporates a deliberately fragmented concrete form that appears broken and reassembled within a steel framework. This juxtaposition of raw concrete and industrial steel creates a powerful statement about beauty found in incompleteness.
Throughout the clothing store, furniture and display counters use exposed plywood without laminates, veneers, or decorative finishes. The design leaves the material in its natural state, highlighting its true texture and construction. This approach aligns with the overall design philosophy of material honesty, allowing each element to communicate its inherent character.
Rusted corrugated metal sheets define the fitting rooms in the clothing store. A clear sealant protects the sheets while preserving their raw appearance.
The weathered surfaces introduce texture and depth while preserving the authenticity of the material. Their industrial aesthetic complements the exposed concrete and steel elements, contributing to a cohesive visual language throughout the project.
Lighting was developed as an integral architectural component rather than a purely functional necessity. Custom-designed light fixtures were strategically integrated into the interior to accentuate material textures, highlight circulation paths, and create a warm contrast against the otherwise raw and industrial palette. The lighting softens the Brutalist environment while enhancing the overall retail experience.
The resulting space balances rugged materiality with refined detailing, creating an environment that embodies the identity of HUES. Through its celebration of imperfection, exposed construction, and honest materials, the project transforms a conventional retail renovation into an immersive architectural experience that reflects contemporary attitudes toward fashion, individuality, and self-expression.
“Imperfection as Identity.”
HUES explores the idea that imperfections are not flaws to be hidden but qualities that define character. Just as contemporary fashion embraces diversity, individuality, and unconventional aesthetics, the architecture embraces unfinished textures, exposed materials, and visible construction processes. The clothing store challenges traditional notions of perfection, creating a retail environment where rawness and authenticity become the primary design language.
Fact File
Designed by: Spatial Project
Project Type: Retail Interior Design
Project Name: HUES
Location: Kottakal, Malappurram , kerala , India
Year Built: 2025
Project Size: 3000 Sq.ft
Project Cost: 35 Lakhs
Principal Architects: Ar. Nabeel Rahim & Ar. Ishan Ahamed
Team Design Credits: Ar. Nusaif
Photograph Courtesy: Frames.of.aman
Firm’s Instagram Link: Spatial Project
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