Project : Element

Fact File:

Project Name: Elements

Design Firm: Intaglio Design Studio

Principal Architect: Ar. Chinmay Ajmani

Location: Model Town-2, New Delhi

Built-Up Area:      3200 sq. ft

Typology: Retail Interiors

Completion Date: November 2019

Photography Credits:

Prachi Sardana

Text Credits: Bineeta Ghoshal

Project Story:

Every typology of design or Architecture possesses certain facets that indisputably perform crucial roles in maintaining the core value of each space. In a residence, for instance, capturing the nostalgia of the users or reflecting their psyche always aids to create a timeless experience. Similarly in high-end showrooms or commercial complexes, it is a mandate for the design scheme to imbibe a subtle flavor and let the products-on-display grab the spotlight. In a recently completed apparel showroom for Disha Saluja, Intaglio Design Studio executed this idea, to create a successful retail interior design on the glamourous streets of the national capital.

Unlike other briefs, the vision of the client here was just not to commission a space with a plethora of pompous elements. Rather she wanted a showroom that extrudes its uniqueness in amalgamation with the displayed pieces,  to automatically attract the attention of any passer-by. The principal architect of Intaglio Design Studio – Ar. Chinmay Ajmani thus conceptualized the design with a balance of intricate patterns and muted tones. This aided to create a series of contemporary spaces that utilize the products on display as embellishments, forming an aura that is inviting yet chic.

With a façade designed as a sparkling glazed surface, the first look of the store provides a clear vision of the garment pieces the brand has to offer. Although the showroom is spread across two floors, a congruent design language across them is well perceivable by any incoming shopper or user. Shades of grey, which form a major facet of the marrying concept, have been sprinkled across the scheme through the flooring and the storage spaces; creating a warm milieu to the showcased apparels. To dial up the sparkle a notch, an abstract format of the traditional Indian ‘jaali’ has been incorporated behind the hangers and the reception area, which successfully acts as an intricate yet exquisite backdrop. Drawn in golden hues, a supplementary brass pattern has also been added to function as hanging apparatus for the clothing. Focus lighting on the garbs, further allows to capture the glance of any incoming user.  These inclusions are self-elucidative of the aim that the design team wished to implement. “An arena of functionality posing gracefully with its sophisticated and opulent vibe!”, as Ar. Chinmay states it.

Owing to the limited built space of the structure, the design team sought to supplement the inner walls with mirrors to solve a dual purpose. Not only does it amplify the volume but also acts to increase the interaction of the garment pieces with the shoppers, thus escalating the quotient of user-friendliness. The furnishing was not a major requirement of this design endeavor. However, a believer of ‘God is in the details’, the principal architect sought to design the reception and center table with the ultimate precision, synonymous with every other aspect of the layout. With a base cladded in MDF fluting, the tabletop features black Marquino marble. This glistening effect has also been echoed as a part of the false ceiling design. Devised with a bronze mirror finish, the radiance of this segment has been accentuated against pristine white roofing. Composed with ambient lighting, the experience that this scheme presents to every patron of the brand is brimmed with frames of the elegant pieces in an ingenious yet delicate setting.

Elements by Disha Saluja – is thus, not just a showroom design. It is a celebration of the brand, exhibited through a spectacular and artistic panorama curated by Intaglio Design Studio.