A JEWELLERY STUDIO IN ORGANIC FORMS.

This is an assignment for designing Jewellery STUDIO for a client whose house we had designed earlier in a neo-classical style. In fact, the retail presence was to be created in his erstwhile residence, a 1000 -sq-ft, 2BHK apartment in Pune. While the client, with his predilection for stylised antique and classical elements pointed to a design centred around a classic Indian jaali pattern, we suggested a different approach involving smooth, flowing monolithic surfaces, quite the antithesis of a typical antique jewellery store.

The intent was to highlight the products with a different conceptual design language: a construct of organic forms, a rustic colour palette and an appreciable presence of nature. We endeavoured towards an ambience that would highlight the product and also establish a warm and inviting feel in the process.

The site itself came with its own set of constraints: several columns and a low height. The planning took into account and overcame the limitations posed by the structural framework, and the requirements of the retail entity itself. Thus, the space was modulated into a reasonably spacious waiting zone and two compact private sections—one for gold jewellery and the other for diamond products. The latter strategy also inculcates an atmosphere of personal, focused attention to customers.

The visual expression communicates a sense of comfort and calm owing to the soft lines, establishing a pleasant retail experience. The regimented, straight-edged traits of the base shell was made fluid by incorporating smooth curves and flowing lines—which also ‘erased’ the awkwardness of intervening columns. The challenge of creating undulated surfaces un-marred by interruptions was solved by opting for plastered brick-work topped by concrete-finish Limocoat as this material selection did away with grooves and joinery details. The flooring and POP ceiling also bear the same grey shade, creating a cocooning, monolithic effect. The lush, shining foliage of strategically-placed greens presents a beautiful counterpoint to the sombreness of the grey expanses. The cabins feature glass partitions and doors to facilitate visibility.

The challenge in the assignment was posed by the product display strategy. In keeping with the central design idea that endeavoured to break the stereotypical image of a jewellery store, the product display, too, had to tread a different path—by showcasing selected products rather than the entire line-up. To this end, we designed limited design points in concave offsets positioned near corners, as well as glass vitrines placed a top rounded bases in the waiting lounge.

The soft, organic and distinct articulation has resonated very well with the client and his customers alike—validating the thought that breaking away from the norm can pay rich dividends.