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.”
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.