El­e­gant Mar­ble

VM&RD - - CONTENTS -

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

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