Contemporary Vintage Studio
Osaa, the Indian ethnic wear brand, launched its fashion boutique symbolizing trust, love, joy and life in an engaging store environment that blends the contemporary with the vintage.
Osaa, the name meaning ‘ dew drops’, launched its boutique with the look and feel of a high-end fashion studio created soulfully to appeal to fashion conscious women with flare for traditional designer wear. The store is spread over an area of 3000 square feet offering a great designer collection of its exclusive designs. Being located in a quiet neighbourhood, on East Topsia Road in Kolkata, the store has been successful in drawing its niche customers to its exclusive destination. The store design concept is developed in a palette of four colours rendered in the elements of the store environment. Each colour represents a feeling or emotion - blue for trust, red for love, yellow for joy and green for life. The store interiors use different graphic renditions to create an environment that is tactical and emotionally engaging. The left side at the store entrance, the lounge area, features a monochromatic collage of the cover pages of international fashion magazines overlaid with ornate frames that display the four colours and what they mean. Past this area, the store walls feature icons of the culture and hotspots of Kolkata. Adarsh Makharia, Director of Osaa who jointly conceptualised the project with Kiran Gada, the Interior Designer, states, “Our aim was to create the interiors in such a way that the customers should experience a fashionable journey while travelling through the brand store. As the base-line of our concept was to develop the modern-vintage studio, the whole collection is very contemporary having a traditional feel represented through the decor.” The store walls are decorated with arty monochromatic texture that acts as a backdrop to highlight the vibrant embroidered collection in silk, chiffon and net. Wooden fixtures, furniture and wood framed mirrors sharply contrast against this texture and add warmth to the store presentation. The logo of Osaa is rendered in a proprietary brand mural form with the use of the brand’s four colour spools of thread. This acts as a symbolic portrayal of the speciality of the store’s collection in the art of embroidery.
This contemporary vintage theme is complemented with the display of interesting props like the manual sewing machine and a ‘charka’ displayed in a feature display niche on the central focal wall of the store. The exclusive meeting lounge, where customers can relax and be served, features a collection of interesting and witty quotes of wisdom from different countries rendered in a monochromatic classic graphic collage wall. The store lighting design is a boutique concept which is designed with a combination of adjustable accent lighting, indirect cove lighting and an ornate vintage chandelier. A central table and ornate seating add to the boutique concept of the store. The mannequins planned for the store are styled in an abstract form to complement and highlight the key design features in the collections in the store.Overall, the arty detailing in the store design helps the brand to be distinctly differentiated in terms of look and feel and offer an experiential store environment. “The whole project took us one and a half years to bring to life. We want to have a global reach with this brand and also in every part of our country very soon,” signs off Adarsh Makharia