Jewel in the town
Chintamani, the jewelry brand from Mumbai known for its rich heritage, re-launched its flagship store at Prabhadevi in a new and upgraded luxurious store design concept. The fine jewelry retailer, after a long stretch of 24 years, decided to go for a makeover in response to its catchment transforming over the years from being middle class to a loyal upmarket one.
The store is spread over more than 6000 sq. ft. across three floors and the opulent design concept was planned to befit a flagship mother store. As Vaijayanti Kaigaonkar, Owner, Chintamani, says, “It is our largest and most prestigious showroom and we use it as the base for all our operations, and this store needed to be redone anyway, considering it was practically untouched for 24 years.” The design objective of the makeover was to create a space that is luxurious with a traditional touch and appropriate for customers to be served to indulge in the very special offerings of the store. V-Design Architectural Solutions Pvt Ltd was commissioned for this project. As Aftab Bandukwala, Owner, V-Design Architectural Solutions Pvt Ltd puts it, “The interiors had to be bold while luxurious and the facade had to allow maximum visibility till the far end of the store even as it made its own distinctive statement. We started with removing every barrier and positioning enclosed spaces at the rear corners so that the full depth of the store could be exposed. The existing structure and mezzanine were fussed over with curves and convolutes which were replaced with clean bold lines accentuated only through the luxurious selection of materials. We are widely known for creating imposing facades for the stores it designs and as much for detailed and thoughtful interiors that are true to the retailer’s purpose yet elevating the space several notches up in elegance and class. So in a way designing the store was simple; the need was to do just that.” The design team started off by understanding the client’s business priorities, the offerings and the customer service ethos to ensure the design solution was in synch with the retailer’s business objectives. As Aftab puts it, “We had exhaustive sessions with the client to assimilate this data. It was opportune that the entire exercise of re-branding was parallel to our redesign proposal and much thoughtshare worked to tweak the overall direction making the entire exercise more holistic and has therefore proved tremendously successful in its outcome. The client was very appreciative of our exposure and would often ideate and always involve me in their various brand level decisions. This has unified the overall experience for the customer and ensured an impact that carries through in all spheres from the look down to even the product in certain cases.”