Kan­ti­lal and Broth­ers Jewellers

Shrouded in a black lux­u­ri­ous en­vi­ron­ment, the new Kan­ti­lal and Broth­ers Jewellers cre­ates a rad­i­cally dif­fer­ent way to en­gage with fine di­a­monds with un­di­vided at­ten­tion. A very sim­ple idea of bring­ing life to its pre­cious of­fer­ings is ap­proached with an

VM&RD - - CONTENTS - Mansi Lavsi

Kan­ti­lal and Broth­ers Jewellers re­cently ex­panded into an exclusive di­a­mond sec­tion in the form of a 4000 sq. ft space in the store in Su­rat. The task was taken up by Dhiren Chedda As­so­ciates with full gusto. “I was not given any brief by the client. We have de­signed the ex­ist­ing store as well and they now wanted an exclusive di­a­mond sec­tion. It was a tough task to con­vince them to do an all black store. But it has paid off well,” says Dhiren Chedda, Di­rec­tor, Dhiren Chedda As­so­ciates. Di­a­monds are pretty and pre­cious prod­ucts with a lot of de­tail­ing which need a lot of close at­ten­tion to be ap­pre­ci­ated. The new con­cept brings to life the idea of an en­vi­ron­ment that dims ev­ery­thing around and high­lights the splen­dour of the of­fer­ing. The con­cept uses col­ors, forms and fin­ishes to give a a fresh out­look to­wards cre­at­ing an en­vi­ron­ment for jew­ellery re­tail­ing. The walls are the most strik­ing de­sign fea­ture of the store. You en­ter the di­a­mond floor at Kan­ti­lal and Broth­ers Jewellers and a pe­riph­ery of black glass prisms sur­rounds you. It plays the most vi­tal role in cre­at­ing a state­ment for the store. With glossy glass pan­els cre­at­ing the lux­u­ri­ous en­ve­lope from all sides, you come to a stand­still when the di­a­monds are pre­sented. Con­ceiv­ing a black store and ren­der­ing a glam­our quo­tient to it was a chal­lenge that that de­sign ob­jec­tive had to over­come. The glossy prism forms are a clever im­pres­sion of di­a­monds which add a mark of charisma and lux­ury to the en­vi­ron­ment. Di­a­monds have a high re­frac­tive in­dex which makes them sparkle. The mir­rors have been cut and placed on dif­fer­ent di­men­sion and placed at cal­cu­lated an­gles to com­ple­ment the sparkle of the di­a­mond. A twist in the tale is the soli­taire sec­tion at the cen­ter of the space. In an all-black space, the white colour adds a bril­liant high­light to the exclusive of­fer­ing in the rich am­bi­ence. The fact that the cen­ter of the space has been cho­sen for the glass box of white dom­i­na­tion demon­strates its im­por­tance in terms of en­gag­ing with the pre­mium cus­tomers with the set­ting and de­sign of the lounge. Black plush so­fas add lux­ury along with the chic matte black Co­rian dis­play cases in the perime­ter of the en­vi­ron­ment. Black Ital­ian mar­ble helps com­plete the pic­ture of op­u­lence. In this set­ting sparkling di­a­monds are the clear cen­ter of at­trac­tion and the rest a state­ment of the pre­mium ser­vice promised.

In the Soli­taire booth, the fur­ni­ture sports a more pre­mium look in keep­ing with its char­ac­ter. Af­ter all, Soli­taires are a notch above di­a­monds and have very high as­pi­ra­tion value. The set­tings in which they are dis­played have to jus­tify their glory. So the dis­play for­mats, dis­play ta­bles and the seat­ing speak of a pre­mium de­meanor. The floor­ing as well is in white mar­ble to set in the lan­guage. Light­ing is cru­cial for di­a­monds. They re­quire pure ac­cent white light which is pro­vided from ceil­ing re­cessed sharp ac­cent lights. Dec­o­ra­tive chan­de­liers fea­tured above the dis­play ta­bles add arty ac­cent to the am­bi­ence. In­di­rect cove light­ing adds a soft lux­u­ri­ous glow to the am­bi­ence . A new age home for di­a­monds, the store’s en­vi­ron­ment as­sures su­pe­rior and dif­fer­en­ti­ated shop­ping ex­pe­ri­ence for this spe­cial­ized and pre­cious cat­e­gory of of­fer­ings

De­sign Team

Dhiren Chedda As­so­ciates



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