This Store’s Ambience provides a Tasteful Retail Trial Experience Through its Rigorous and Creative Interiors | Parekh Architects

Sprawling across 1150 sq ft, India’s leading online discovery & trial platform ‘Smytten’ launched its first offline store in India at Gaur City Mall, Noida. First of its kind, the store’s ambience caters to the needs of millennials and Gen Z consumers by providing a tasteful retail trial experience.

This Store’s Ambience provides a Tasteful Retail Trial Experience Through its Rigorous and Creative Interiors | Parekh Architects

Visit : Parekh Architects

Designed by Ahmedabad based firm Parekh Architects, the process of deriving the interiors for the store has been rigorous, creative and iterative. The key design intent centered around breaking the conventional aesthetics of beauty, grooming and fragrance stores and highlighting the miniature scale of the products offered by Smytten.

The colour scheme of the store reflects the brand’s identity. The design of the layout allows the customers to have a swift, smooth and clean shopping experience.

The products are laid out in various eccentric display elements with respect to different categories Smytten has to offer like ‘beauty and Grooming’, ‘Makeup’, ‘Food and beverages’ to name a few.

The tessellated tetrahedron display modules, made out of MDF and coated with PU paint, provides an even display backdrop while also allowing to showcase products in clusters and fragments according to the brands.

The tessellation display and the alcove display to its opposite end are designed to arch and form a spatial element within the overall space.

The flooring strikes a balance through its color scheme and material palette; blue glossy organic epoxy floor provides a foreground to the matt grey floor spread across. The curvilinear center display table cladded with concrete laminate has concealed bins for make-up trials and compliments the organic
epoxy flooring.

For colorful products such as nail paints, circular rotating display systems are devised to make the choosing process creative and enjoyable.

Apart from this, central circular display and walk in circular display system allows the customer to move around and have a glance at the product range Smytten has to offer. The wall at the end of the store is cladded with series of CNC cut MDF sheets with PU finish, projecting a silhouette of a perfume bottle through its undulations.

The overall concept overlays a futuristic yet contemporary experience through a play of matt – metallic tactility. Moreover, the floor and fixture forms in the space don’t shy away from being organic and bold. The store catapults you to an imaginative world where the process of browsing, selecting and buying doesn’t feel like just another mundane task.

Rapidly growing its footprint, the brand has sequentially unveiled stores in Indore and Ahmedabad and kiosks in Surat, Udaipur, Bhopal and Chandigarh.

Fact File

Designed by : Parekh Architects

Project Type : Retail Interior Design

Project Name : Smytten

Location : Gaur City Mall Noida, India

Year Built : 2022

Duration of the project : 5 Months

Project Size : 1200 Sq ft

Principal Architect : Ar. Pal Parekh

Team Design Credits : Ar. Pal Parekh & Devashish Pandya

Photograph Courtesy : Parekh Architects

Firm’s Instagram Link : Parekh Architects

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