Elegant Marble, a leading name in the manufacture of marble and granite opened a new concept store at the upmarket Raghuvanshi Mills in Lower Parel in Mumbai , offering a specialty range of gemstones and natural & semiprecious stones. Architects Krupa and Zubin from ZZ Architects share more details on the store design strategy and what makes the space unique.
Committed to providing innovative products in suggestive settings Elegant Marble unveiled a unique environment to showcase world class options in marble, mranite and semiprecious stones. “The primary target was to correctly use the materials in their maximum capacity. In spite of being a small volume, the overall aura of the space had to make an impact”, says Krupa.
The design strategy emerged from the study of the profile of the target segment and the offerings presented to them. “As the general visitors at Raghuvanshi Mills are designers and architects often of international calibre, along with high-end clients, the design language had to be unique to make a lasting impression to anyone who visits the store. Emphasis has been laid on aesthetically employing the materials to display their product line”, says Zubin. The Elegant Marble yard was redesigned into two individual retail spacesJasper, showcasing semi-precious stones on 1000 sq. feet of the split levels and Sienna, the Tile Boutique spread over 700 sq feet.
Jasper, the gallery to showcase semi precious stones is designed with backlit panels, artefacts and special accessories that help to understand product features.
Elaborating on the interior design and product presentation strategy of the store, Krupa states, “The diversity of semi precious stones is moulded into different elements of the store design. Backlit panels, artefacts, special furniture and accessories have been customized and created within the space to educate the customers and promote the displayed products. The exclusive shelving and strong usage of materials with their opaqueness and translucence, highlighted by the lighting scheme, lends an interesting appeal to the retail experience. A medley of products is set into the flooring, which leads the visitors through the space. The treatment of the space and luxurious material palette ensures that the final space is welcoming and
a treat to the senses”. But the showstopper is an edge-lit organic ‘fluid curved glass staircase’ which is the centrepiece of the store. “The staircase has been highly detailed and painstakingly built with bent curved glass. Special care has been taken to integrate the lighting along with the glass to make the profiles of the glass glow and enhance the unusual form of the staircase. The steps individually lit up by sensors. This is an important element in the scheme as it also acts a connecting and transitional medium between both the floors,” say Krupa and Zubin.
However the biggest challenge was “to display the vast array of products in a relatively small volume. Apart from the formal large panels of display, the fluid floor in gemstones designed as a retail trick which shows the qualities of the material, was a huge experiment to achieve in execution”, says Zubin.
The unique store design and presentation delivered a distinctly different store experience to the customer when engaging with the specialty store offering. “The store has been appreciated by both trade and general users and has helped add an extra mileage to the existing brand value of Elegant Marble,” says Mr. Rakesh Agarwal, Deputy Managing Director or Elegant Marble and Granites
Jasper, the gallery to showcase semi precious stones is designed with backlit panels, artefacts and special accessories that help to understand product features
Sienna, the tile boutique showcases world class options in Marble and Granite tiles
The showstopper is an edge-lit organic ‘fluid curved glass staircase’ which is the centrepiece of the store