Free­dom at Fur­ni­ture Repub­lic

Fur­ni­ture Repub­lic, a unique con­cept store, is built to of­fer a unique con­cept of fur­ni­ture buy­ing for the mod­ern dis­cern­ing cus­tomer through a com­bi­na­tion of good de­sign aes­thet­ics, su­pe­rior prod­uct qual­ity and value for money. The new store was launched


Two decades of ex­pe­ri­ence in man­u­fac­tur­ing and ex­port­ing to the big­gest names in global home dé­cor in­dus­try does help of­fer prod­ucts that meet the ex­act­ing stan­dards of a dis­cern­ing global cus­tomer.. And Fur­ni­ture Repub­lic does ex­actly that. Based on the theme of Free­dom, the re­tail brand has po­si­tioned its store as a place that helps its clien­tele en­joy their rights and priv­i­leges as a free ci­ti­zen when­ever they visit it. Fur­ni­ture Repub­lic. “Free­dom was our ma­jor head­line and the theme we used,” says Anu Gupta, Cre­ative Head- Visual Mer­chan­dis­ing and In­te­rior, Fur­ni­ture Repub­lic. “We are try­ing to cre­ate a Na­tional brand with the whole ob­jec­tive of cre­at­ing prod­ucts with great ex­pe­ri­ence and not be­ing pre­mium in pric­ing,” adds Mr Aditya Gupta, Co- Founder, Fur­ni­ture Repub­lic This 2500 sq. ft. store is lo­cated on the highly vis­i­ble NH 24 in Delhi show­cas­ing dif­fer­ent de­sign con­cepts. Con­cep­tu­al­ized by the AVA Ar­chi­tects, the store is seg­re­gated into three dis­tinct floors. “We have a very in­tense floor on the ground then you have a less in­tense floor on the first floor and then we fi­nally have a vir­tu­ally a clean hall space on the sec­ond floor. So the idea was dif­fer­ent ex­pe­ri­ences of space across dif­fer­ent floors. There­fore, dif­fer­ent types of fur­ni­ture can be put in dif­fer­ent set­tings,” says Vis­tasp Bhar­wa­gar, Di­rec­tor, AVA Ar­chi­tect. The store de­sign strat­egy was to draw at­ten­tion to the store front and in­te­rior us­ing unique el­e­ments and props like the en­trance floor pat­terns and a chan­de­lier cre­ated from dry trees and strings of lamps. “The very first thing which we wanted to do was to catch peo­ple's eyes. We had to scream loud to make our pres­ence. We have in fact placed a 6 feet huge chair carved out of waste wood on the ter­race to make us vis­i­ble,” ex­plains Anu. The store in­te­ri­ors are earthy and eclec­tic us­ing nat­u­ral ma­te­ri­als in unique com­bi­na­tions with con­tem­po­rary fin­ishes. Waste wood has been re­pur­posed on the re­cep­tion roof giv­ing it an aes­thetic touch. “We have used lot of waste ma­te­ri­als which has ac­tu­ally added the cherry on the cake in the terms of the look of the store. And when we could carve some­thing re­ally great out of waste then why should we in­vest in steel or any other ma­te­rial,” point out Vis­tasp and Anu. Be­sides this, the unique

stripped down look on the ceil­ing was given ac­cents with in­ter­est­ing and un­con­ven­tional lighting in­stal­la­tions.

“Lot of scrap wood was put to­gether to form very unique pan­els of scrap wood, which were used to mount the halo­gen lights and all the lights placed here are in an iin­ten­tion­ally done stag­gered man­ner, and they are all are in a straight line. Just about ev­ery rule has been bro­ken and con­ven­tional thoughts have been chal­lenged,”

Vis­tasp ex­plains. Mer­chan­dise pre­sen­ta­tion is done in set­tings of col­lec­tions high­lighted with floor cov­er­ings, wall pa­per­ing and ac­cent lighting. The open ceil­ing duct­ing in­cludes spe­cial spi­ral ducts that curve aes­thet­i­cally across the store. Lights are used as de­sign in­stal­la­tion to en­hance the brand vis­i­bil­ity and aware­ness. “Even for the lights too, we used the Fur­ni­ture Repub­lic logo, re­in­forc­ing the mes­sage. That re­ally shows that we have the en­tire col­lec­tion of fur­ni­ture. A huge Ganesh idol adds aes­thetic and aus­pi­cious value.” adds Anu. Speak­ing about the chal­lenges faced, Vis­tasp avers,

“The first was to make the client un­der­stand and ac­cept the idea. For ex­am­ple the rings that you see on the ground floor with the hang­ing tim­ber balis was one of the big­gest chal­lenges in terms of try­ing to

con­vince that it was the vic­tory of thoughts, so we made a mock up, lighted them and that be­came one of the mem­o­rable el­e­ments in the store that any­one who comes to the store car­ries along.”

On the chal­lenge of ex­e­cu­tion he adds,

“The sec­ond chal­lenge was to find the con­trac­tor and labour to ex­e­cute this sort of work which is low cost, un­con­ven­tional, and a first of its kind. We had to get peo­ple who were labour ori­ented to ex­e­cute this store.” With an en­cour­ag­ing re­sponse to the con­cept, the brand is plan­ning to launch two more stores in the near fu­ture


Sus­mita Das (with in­puts from Vaishali Tan­war)

Il­lum De­sign

VM head

Anu Gupta, Fur­ni­ture Repub­lic

De­sign Team

AVA Ar­chi­tect

Mer­chan­dise pre­sen­ta­tion is done in set­tings of col­lec­tions high­lighted with floor cov­er­ings, wall pa­per­ing and ac­cent 27 lighting

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