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Saturday, September 29, 2018

The window story

By Annie Aggarwal
Photography: Satvik Bhavsar; courtesy Saransh
Read Time: 2 mins
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Saransh Architects and Interior Designers conceptualise an immersive environment for a window showroom in Ahmedabad; the design more experiential than display-oriented…

What can you do innovatively to display windows? And more so, when you have a linear site - a long and narrow floor plate broken only by toilet ducts and a couple of columns with limited natural light? 


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Being part of a commercial complex located along the SG highway, Ahmedabad, The Window Factory display store is a concept that arises out of the challenge of several site and product limitations. Ar. Malay Doshi of Saransh Architects and Designers cleverly turns around the site conditions to craft an experiential design that not only immerses the users into the workings, look, feel and features of UPVC and aluminum windows on display, but meets the mandate for a reception, exhibit spaces, office spaces, pantry and storage along with support spaces for the 20 employees.

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An over-the-top material palette dominated by loud and bold colours and elements, instantaneously captures attention. A dynamic triangulated ceiling detail and wood finishes at the reception greets visitors at the entrance. The use of dark metal and wood adorns the space with a warm tone.

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Black wooden finish flooring and black walls along with a black 9” x 9” metal grid running throughout the exhibit areas of the store become the coherent backdrop for the products on display. Additionally, staggered and broken lines of openings in the metal grid and ends of the various façade finishes give the display area a distinct character, while haphazard grids of custom-designed LED lighting on the ceiling illuminates the space.

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The metal grid not only provides visual permeability and transparency from one space to the next establishing a seamless appearance of the gallery, but it also becomes the transition for varying façade finishes of brick and stone upon which customers can visualise the range of windows and various jamb details, facilitating a comparative evaluation of the products.  Though if these bold choices serve the purpose of highlighting the windows or distracting from them, only users and the store’s sales-staff can tell.  

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The office spaces, in contrast, exude subtlety and comfort. 

The display store for The Window Factory reiterates the brand’s explorative nature, with its unique exhibit and experiential quality. 

Fact File:
Client: Hi-fab Aluminium 
Design Firm: Saransh
Principal Designer/Architect: Malay Doshi
Built-up Area: 3,530 sq. ft.
Carpet Area: 3,320 sq. ft
Location: Sarkhej-Gandhinagar Highway, Ahmedabad






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