Al­mond House

Hy­der­abad’s leg­endary con­fec­tionery brand Al­mond House’s 4200 sq ft out­let de­fies the de­sign of your reg­u­lar mithai shop. VM&RD takes closer view of the space de­signed by Delhi-based Rav­ish Kalra Deepak Kalra (RMDK) Ar­chi­tects.

VM&RD - - Contents -

The her­itage of a com­pany is a great el­e­ment in store de­sign that make spaces echo the brand’s ethos. And for Hy­der­abad-based Al­mond House, it was vi­tal that the de­sign of its new out­let should speak of its her­itage and also help in el­e­vat­ing the brand’s po­si­tion in its cat­e­gory.

Chai­tanya Mup­pala, CEO, Al­mond House says, “Our de­sign brief for RMDK was sim­ple. We wished for the new store to re­flect the new en­ergy brought on by a gen­er­a­tional han­dover of busi­ness. The de­mand was that the store should carry the weight of the her­itage of the brand while push­ing a brand strat­egy to cre­ate and re­po­si­tion

to a su­per-premium seg­ment in our cat­e­gory. Our brand values of crisp and sub­tle so­phis­ti­ca­tion were to be ab­sorbed into the de­sign, keep­ing in line with our affin­ity to­wards min­i­mal­ism and aver­sion to bright and gaudy. We wished to dis­tance our­selves.”

As one en­ters, they are wel­comed with a unique, som­bre de­sign that takes one back in time. The chal­lenge was to mix tra­di­tional styles with new el­e­ments and so a sim­ple pal­ette of ma­te­ri­als was formed that in­cluded am­ple of wrought iron work along with warm, rus­tic fin­ishes with just a touch of gold to add the rich­ness linked to tra­di­tions. The front fa­cade is an amal­gam of tra­di­tional de­sign with mod­ernised el­e­ments. Metal col­umns and balus­ters cre­ate an ex­ten­sion to the ex­ist­ing arched build­ing fa­cade on the up­per floors; fram­ing a mod­ish in­te­rior through full height glass fa­cades. Wall dis­play shelves with min­i­mal frame­work against tex­tured stone walls al­low the rus­tic char­ac­ter to flow through.

The store is di­vided into three sec­tion­snat­u­ral ice-creams, sweets and premium sweets. Each of the three sec­tions have

a dis­tin­guished char­ac­ter in a for­mal co­her­ent con­cept. The uni­fy­ing el­e­ment of this space is wood and brick, along with var­i­ous fin­ishes, aim­ing to dif­fer­en­ti­ate vol­u­met­rics and func­tions. The premium sweets area is or­na­mented with pat­terned monochro­matic floor­ing with a pan­elled ceil­ing with the warmth of wood and gold in all its fix­tures. Dark fin­ishes, grace­ful forms and warm lux­u­ri­ous ma­te­ri­als cre­ate a sense of re­laxed con­tem­po­rary el­e­gance.

Ser­vice coun­ters are done in three ways, giv­ing each area its re­spec­tive im­por­tance while per­tain­ing to the theme of mod­ern tra­di­tion­al­ism. The wrought iron gird­ers back­lit with a jaali in­spired by In­dian diyas, the ex­posed ceil­ing add to the bal­anced con­tem­po­rary look.

The vast cen­tral space al­lows all the el­e­ments to be ex­pe­ri­enced in tan­dem with each other cre­at­ing a whole­some ex­pe­ri­ence.

Dhruva Kalra, Ar­chi­tect, RMDK, ex­plains, “We worked with a dik­tat to re­move the Mithai­wala tag to peer closer to at­tract the younger gen­er­a­tion. In process, what was achieved was an art­fully curated space, re­flec­tive of a well-trav­elled host who ap­pre­ci­ates cul­ture and his­tory, and ap­peal­ing not only to their pa­trons but also the met­ro­pol­i­tan cus­tomer.”

De­sign RMDK Cli­maire Inc Satarupa Chakraborty Re­frig­er­a­tions

Chai­tanya Mup­pala, CEO Al­mond House says, “The cus­tomer ex­pe­ri­ence ori­ented de­sign per­spec­tive pro­vided by RMDK has also helped us in our si­lent strive to tran­si­tion from a tra­di­tional busi­ness to­wards a process-driven busi­ness. What was prov­ing to be a man­age­ment prob­lem with re­gards to sys­tems and process flow im­ple­men­ta­tion on the re­tail floor was def­i­nitely el­e­vated in more ways than one by the plan­ning and de­sign.”

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