The Interweave, located on the third floor of an active textile production facility, serves as a B2B experience center for Jindal Worldwide Limited. They are a leading manufacturer of denim yarns and fabrics. Positioned above working factory units, the 16,200 sq.ft. space allows the brand to engage directly with its global clientele. Thus, offering opportunities for product exploration, brand storytelling, and transactional engagement.
Studio Deshi
Given the large, uninterrupted rectangular shell with a structural grid and a generous floor-to ceiling height of 4.5 meters, the design strategy embraced both the industrial integrity of the site and the narrative potential of the textile itself.
The concept of the weave—an interplay of warp and weft—derives the spatial organization. This foundational principle informed the decision to rotate the programmatic layout by 45 degrees. Thus, breaking the rigidity of the orthogonal plan and creating a sequence of diagonal axes that traverse the space.
The design interlaces enclosed program—such as offices, meeting rooms, and service areas- along the periphery, oriented at 45 degrees, forming triangular and trapezoidal residual pockets.
These in-between zones function as informal breakout spaces, and the design strategically positions them to leverage the natural light filtering through the façades, ensuring transparency and permeability.
At the core, a meandering display system acts as the spatial and conceptual spine of the experience. Inspired by the field-like expanse of denim production, this central gallery adopts a labyrinthine pathway, punctuated by modular display frames suspended using steel tension cables.
These frames, finished in deep indigo, evoke both the color and tactility of the denim on display. The system is designed for flexibility—portable, reconfigurable, and scalable for off-site exhibitions—allowing the space to adapt over time.
To further accentuate the sense of disorientation and discovery, the design integrates mirrors into key nodes within the exhibition path. Placed at 45-degree angles, they multiply the visual field and blur spatial boundaries, creating layered, reflective moments reminiscent of textile folds.
A double reception counter, backed by a feature wall, articulates the entrance sequence. The wall features an installation of thread spools arranged in a chromatic gradient from yellow to blue to violet, abstracting the hues of Jindal’s brand identity into material form. This acts as a transitional threshold from the operational to the experiential.
The visual language is restrained yet tactile. The floor alternates between exposed polished concrete and a dark blue epoxy that marks circulation trails.
The ceiling retains its industrial shell—equipped with stainless steel reflectors and track-mounted lighting that allow product specific highlights without disrupting the spatial volume.
Wall graphics are conceived not as decoration but as spatial tools—communicating Jindal’s manufacturing legacy, milestones, and wayfinding through the maze-like design in visual narrative forms.
Ultimately, The Interweave is an architecture of continuity- between brand and space, material and experience, legacy and future. It foregrounds denim not merely as a product but as a medium of engagement, constructing a physical and visual language that is both rooted and responsive.
Fact File
Designed by: Studio Deshi
Project Type: Experience Center and Offices
Project Name: The Interweave: A Denim Experience Center
Location: Ahmedabad, Gujarat
Client: Jindal Worldwide Limited
Project Size: 16200 Sq.ft
Principal Designers: Devanshi Doshi & Shivam Vaidya
Photograph Courtesy: Murtaza Gandhi
Videography: Rajan Hansora
Graphic Design: Pomoco
Firm’s Instagram Link: Studio Deshi
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