ASMA

NEW DELHI

VMRD - - Contents - Satarupa Chakraborty

Nes­tled in one of the busiest mar­kets of New Delhi, the 2000 sq ft ASMA store has been able to pro­vide a sar­to­rial sanc­tu­ary for sa­ree shop­ping in leisure. Delhi-based SSB Ar­chi­tect has blended eth­nic el­e­ments with the mod­ern space, and yet re­tains op­er­a­tional ef­fi­ciency of a sa­ree store.

9 yards re­tail story

“Re­tail de­sign is al­ways a chal­lenge for a de­signer, as it’s not about mak­ing the space look good but all about be­ing prac­ti­cal as well, spe­cially so when we didn’t mean to make ASMA look like a typ­i­cal sa­ree store,” men­tioned Mukesh Bha­tia, Prin­ci­pal Ar­chi­tect, SSB Ar­chi­tects. Keep­ing this man­date in mind, the store de­sign used a syn­the­sis of glass and steel struc­tures to ren­der the feel­ing of ex­panse of space. Func­tion­ally, the space has two sep­a­rate prod­uct reper­toire, one is to­tally eth­nic

and In­dian fash­ion se­ries while an­other is com­pletely western con­cept.

Atin Khanna, Di­rec­tor, ASMA, said “Since we were for­ay­ing into fu­sion wear, we wanted the store to be a per­fect syn­the­sis of tra­di­tional and mod­ern. We wanted the mod­ern part to take huge in­spi­ra­tion from the tra­di­tional part. The store doesn’t come across to be a typ­i­cal sa­ree store.”

Artsy Space

Floor­ing varies to break the monotony. Beau­ti­ful flo­ral in­lay work com­pletes a tra­di­tional look while an­other side sim­ple car­pet floor­ing com­pli­ments the mod­ern con­cept. The arches and front fa­cade with a touch of white and gold fin­ishes with pink awnings cre­ate an in­ter­est­ing com­bi­na­tion for the soft look of the fa­cade. The use of large win­dow in front cre­ates openings in the store and makes it more invit­ing.

Clas­sic & Con­tem­po­rary

The use of In­dian mar­ble at re­cep­tion desk and con­crete floor cre­ates a clean and artis­tic en­vi­ron­ment. Western sec­tion is the blend of stain­less steel mod­ern lights while the tra­di­tional in­te­rior cre­ates an un­usual story of the store. Walls in earthy colours with rough fin­ish metal ac­cents, nat­u­ral steel dis­play stand com­bined with tra­di­tional bronze mir­ror make the fu­sion theme alive. The store is fin­ished with a wise com­bi­na­tion of track lights, ceil­ing lights and ac­cent lights.

Mukesh Bha­tia, Prin­ci­pal Ar­chi­tect, SSB Ar­chi­tects

Asma is a blend of sig­na­ture style that are con­tem­po­rary but deeply rooted in In­dian craft. We were hugely in­spired by its name, which means ‘beau­ti­ful’.

Old tra­di­tional sten­cil work on floor which blends with nat­u­ral steel jali de­sign

The use of In­dian mar­ble at re­cep­tion desk and con­crete floor cre­ates a clean and artis­tic en­vi­ron­ment

The store­front is one of the two yawn­ing three story arches of the build­ing and bathes the space in sun­light.

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