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.

VM&RD - - INDIAN DESIGN - Nabamita Chat­ter­jee Pics: Mad­hu­mita Chat­ter­jee

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

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