Friday, May 31, 2019

This retail design does not focus on the product alone!

By Team IAnD
Photography: Courtesy the designers
Read Time: 2 mins
"ease boutique the spatium interiors indiaartndesign"

The Spatium Interiors peps up a basement in suburban Mumbai with a sleek fashion statement: Ease - a minimalist clothing label hidden in exclusivity…

Retail architecture is usually characterised by shop fronts seeking maximum attention of the passing-by customer; and a footprint that revolves around the products. Here is a complete turn-around of this dictum: The Ease boutique sits on a comfortable footprint of 700 sq. ft. in a large basement of a building in Borivali West, Mumbai and operates on a very personalised note, where each one-to-one interaction with a potential client is facilitated in quiet, uninterrupted surrounds - the key lying in focussing on the client and her fashion quotient. 

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"floor to ceiling partition ease boutique the spatium interiors indiaartndesign"
"linear plan ease boutique the spatium interiors indiaartndesign"

This is a prime reason why unlike the conventional approach, only a very small section of the boutique is devoted to the display and the onus is more on the comfort of the client (there is a mini café tucked within) and servicing of her needs. The seemingly linear footprint is split one-thirds/two-thirds into two sections: client servicing and office admin. Other areas viz. a trial room, mini cafe and a space for kaarigars to work are all tucked into the back, beyond mirrored walls. 

EASE is an exclusive boutique of Indian traditional clothes housed in a space that expresses neutrality across the built mass; thus, allowing the striking apparels to take centre stage. A plethora of lines (subtle and in-the-face) define the interior envelope: in the brass arms of the furniture; flutes of the panelled walls, criss-cross pattern on the entrance door, clean service lines in the dark grey, open, industrial ceiling, straight-lined pine woodwork tables, the simple yet striking maze-look-alike flooring; floor-to-ceiling glass partitions… and the like.

"transparency ease boutique the spatium interiors indiaartndesign"
"client area ease boutique the spatium interiors indiaartndesign"
"jhoola ease boutique the spatium interiors indiaartndesign"
"display area ease boutique the spatium interiors indiaartndesign"

Little focal points weave in a subtle element of intrigue viz., the jhoola, vintage toggle switches, (overtly marking the traditional bent of the brand) and the bespoke lighting… keeping the visitor engaged and ingeniously offering a subtle recall factor. On the technical front, use of a double exhaust, wherever possible, addresses the issue of ventilation, which was a major concern being a basement. 

What stands out is the simplification of thought and the solitary element of design (the line) that cohesively used, ties the various sections together into a chic, understated fashion destination – guided by pragmatics and sans the frivolity that often accompanies this segment.

Fact File:
Clients: Vidhi and Khushboo Purohit
Design Firm: The Spatium Interiors
Principal Designers: Sagar Deshmukh, Anil Panchal and Vandana Deshmukh
Built-up Area: 65.03 sq. m.  (700 sq. ft.)
Location: Mumbai

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