Be­yond the con­ven­tional

Aude­lade, mean­ing ‘be­yond’ in French, is de­signed to reach out to the über rich with its col­lec­tion of lux­ury fash­ion ac­ces­sories present in an op­u­lent store en­vi­ron­ment at the Phoenix Mall in Lower Parel, Mum­bai. The store de­sign is in­spired from dif­fere

VM&RD - - INDIAN DESIGN -

Spread across 650 sq feet, Aude­lade, the Mum­bai based brand, is known for its premier lux­ury state­ment made through its ren­di­tion of rich In­dian her­itage in the de­sign of their prod­ucts. This art has been passed down through gen­er­a­tions and helps them of­fer an ex­quis­ite col­lec­tion of lux­ury fash­ion bags, wal­lets, shoes and ac­ces­sories for both men and women. The store de­sign is con­cep­tu­al­ized by Sur­real Brand So­lu­tions, keep­ing in mind its elite clien­tele and the ex­pec­ta­tion of an op­u­lent en­vi­ron­ment to de­liver a very spe­cial store ex­pe­ri­ence. “With Aude­lade we would like to reach out to the über rich and HNI's in Mum­bai. The store is de­signed to bring out the po­si­tion­ing of our prod­uct. We deal in high end lux­ury prod­ucts there­fore while de­sign­ing the store we kept that fac­tor in mind. The man­ner in which the store is de­signed is very im­por­tant as it speaks about the prod­ucts and the brand,” says Kripesh Sang­havi, Di­rec­tor, Aude­lade. The store in­te­rior de­sign is in­spired from dif­fer­ent forms of ar­chi­tec­ture and land­scapes ren­dered in un­con­ven­tional im­pres­sions in

dif­fer­ent el­e­ments of the store en­vi­ron­ment. “We have es­sen­tially adapted in­spi­ra­tions from dif­fer­ent forms of ar­chi­tec­ture and land­scapes and have used them within this store. For ex­am­ple, the con­tours for the ceil­ing de­sign and shelf spa­ces have been de­rived from var­i­ous geo­met­ric and nat­u­ral land­scapes and adapted into a re­tail mould,” says Ameya Kankonkar and Rahul Soni, Di­rec­tor, Sur­real Brand So­lu­tions In­dia Pvt Ltd. The un­con­ven­tional de­sign prin­ci­ple has been used in the store en­vi­ron­ment and the

func­tion­al­ity of the con­cept. “The ob­jec­tive was to do un­con­ven­tion­ally unique ideas that de­fied most re­tail norms with the way in which we have cre­ated this store. Ev­ery­thing from the ceil­ing de­sign which in it­self is un­con­ven­tional, the shelf de­signs, the lights used, the VM dis­plays, wall tex­tures show this de­sign prin­ci­ple. Within the store, we’ve used wall tex­tures all across to com­ple­ment the shelf de­signs. The col­ors used are in white/ beige zone, done es­pe­cially so the prod­uct shelves and the mer­chan­dise are high­lighted as much as pos­si­ble. The back­ground color scheme is kept faint so that the lead as­pects in the store get the max­i­mum vis­i­bil­ity,” share

Ameya and Rahul. The lighting de­sign con­cept is bou­tique type with dif­fer­ent sets of lighting to se­lec­tively high­light the unique store de­sign el­e­ments and spe­cialty of­fer­ing. The am­bi­ent lighting is punc­tu­ated with ac­cent lighting to cre­ate a set­ting of drama and op­u­lence.

The op­u­lent store front has a com­pletely back open win­dow which of­fers a wide view of the en­tire con­cept vis­ually in­ter­cepted with mu­seum dis­plays of their ex­clu­sive prod­ucts. The view is ‘framed’ with the use of an em­bel­lished screen and cut glass cladding that flanks the store front. The door flaunts a laser cut gold foiled logo mnemonic. To add lux­ury in leisure, the lounge area in the store is de­signed with com­fort­able plush up­hol­stered fur­ni­ture with or­nate de­tail­ing. “The idea was to en­sure that the con­sumers who have high tastes in life are made to sit within a rich en­vi­ron­ment. The cash counter and the wall be­hind the cash counter also have rich treat­ment in leather and gold leaf­ing re­spec­tively,” says Ameya and Rahul. En­cour­aged by the ac­co­lades from its pa­trons, the brand is next plan­ning to take this store ex­pe­ri­ence and ob­ject d'art of­fer­ings to other pop­u­lar shop­ping hubs like Delhi, Ban­ga­lore, Pune, Hy­der­abad and Dubai

De­sign

Sur­real Brand So­lu­tions Pvt Ltd

The op­u­lent store front has a com­pletely back open win­dow which of­fers a wide view of the en­tire con­cept vis­ually in­ter­cepted with mu­seum dis­play win­dows

The store in­te­rior de­sign is in­spired from dif­fer­ent forms of ar­chi­tec­ture and land­scapes ren­dered in un­con­ven­tional im­pres­sions in dif­fer­ent el­e­ments of the store en­vi­ron­ment

Sus­mita Das (with in­puts from Vaishali Tan­war)

To add lux­ury in leisure, 22 the lounge area in the store is de­signed with com­fort­able plush up­hol­stered fur­ni­ture with or­nate de­tail­ing

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