The La­bel Life

THE LA­BEL LIFE, MUM­BAI

VMRD - - Contents - Satarupa Chakraborty

Em­bark­ing on brick-and-mor­tar jour­ney, on­line fash­ion and lifestyle brand The La­bel Life’s first store in Mum­bai, de­signed by Delhi-based 02 June De­sign Stu­dios, com­bines the brand’s min­i­mal­is­tic ethos and the city’s ar­chi­tec­tural her­itage in less than 800 sq ft!

Be it 1 mil­lion so­cial me­dia fol­low­ers or style tips com­ing from Bollywood’s stylish ladies Malaika Arora, Bi­pasha Basu and Sus­sanne Khan – the La­bel Life has al­ways cre­ated a quin­tes­sen­tial space in mod­ern ur­ban women’s wardrobes. What looked like a nat­u­ral pro­ces­sion, like any other cel­e­brated on­line fash­ion brand, was its de­but in brick-and-mor­tar space.

In less than 800sq ft, at Mum­bai’s pop­u­lar lo­cale Ban­dra, the ‘The La­bel Life’ store re­flects the brand’s ethos of “el­e­vated es­sen­tials” split across two floors. Min­i­mal­ism thus plays a cru­cial role in the en­tire scheme and chain of thoughts which led to the fi­nal de­sign out­come to bring about a space that breathes fresh­ness and is bathed in a glow of warmth and good vibes. The sub­tle over­lay of ‘Art Deco’ styling over the min­i­mal­ist con­cept, was a nudge to­wards the brand’s home city, Mum­bai.

The store is en­veloped in a white lac­quered glass cladded façade, with cham­fered arches open­ing up the store’s in­te­ri­ors to the high street. The re­flec­tive fin­ish paired with the sim­plic­ity of the de­sign makes the store stand out bold and con­fi­dent at the cor­ner of the busy cross­road.

Black and white mo­saic tile bed plays the step­ping stone in­side the store. The en­tire space has been ren­dered in white, giv­ing it a soft and bright am­bi­ence, cou­pled with a muted oak tex­tured floor­ing, which adds warmth to the over­all space. The arched grille that mir­rors the open­ing on the longer façade is an­other vis­ual treat, owing to its sim­plic­ity and neu­tral­ity in terms of de­sign essence and is a min­i­mal take on the De­coSaracenic style. The ground floor show­cases the ap­parel, ac­ces­sories and shoes. All the dis­play units for the ap­par­els are fin­ished in a mir­ror gold coat­ing which per­fectly com­ple­ments the soft look of the bare space and am­pli­fies the store’s vi­su­als.

Preeta Sukhtankar, Founder & CEO The La­bel Life

E-com­merce has made buy­ing more ef­fi­cient, but dis­cov­ery less mean­ing­ful. Our en­gage­ment with cus­tomers through popins coun­try­wide since 2016 has in­spired and em­pow­ered us to be­lieve in the much de­bated brick and mor­tar strat­egy. This breadth of hu­man con­nec­tion and cel­e­bra­tion of per­sonal choice is es­sen­tial to who we are, and some­thing we want to fur­ther de­velop through var­ied plat­forms and all our cus­tomer touch­points. So here we are, launch­ing our first store.

De­vansh Das, ar­chi­tect from 02 June De­sign Stu­dios, said, “The shoe dis­play sec­tion was a rather tough nut to crack. The very sight of this el­e­ment had to mes­mer­ize and leave cus­tomers spell bound. The semi-cir­cu­lar arch, a time­less de­sign fea­ture, cou­pled with the edge-lit mar­ble back and glass shelves, did ex­actly that and im­parted an in­tense

vis­ual im­pact to the store. It was hence nick named ‘The Dream Shoe wall’.”

The base­ment houses a pair of lav­ish chang­ing rooms, com­ple­mented with a cosy lounge that also show­cases the home dé­cor prod­ucts from the brand’s in­ven­tory. The dou­ble-spi­ral stair­case in satin white fin­ish paired with the mar­ble treads, gives it the vis­ual qual­i­ties equiv­a­lent to a sculp­ture. The balus­ters are an­other de­sign el­e­ment that draw in­spi­ra­tion from the city’s colo­nial past and serve it up in a con­tem­po­rary vo­cab­u­lary. The chang­ing rooms are equipped with mas­sive gold rimmed mir­rors which repli­cate the cham­fered arches on the façade as well as the en­trances to the chang­ing rooms them­selves. The base­ment walls re­ceive an­other dose of Art Deco styling, with pat­terns made with mould­ings, giv­ing the space a con­tem­po­rary chic feel.

Sankalp Sahu, Founder, 02June De­sign Stu­dios

The city’s ar­chi­tec­tural her­itage was con­sid­ered for de­vel­op­ing the brand’s spa­tial char­ac­ter, due to its vis­ual ap­peal and nota­bil­ity. How­ever, defin­ing the balance be­tween Art Deco and min­i­mal­ism was chal­leng­ing, as we dab­bled with el­e­ments in­vok­ing nos­tal­gia yet needed to cre­ate some­thing that was unique and con­tem­po­rary.

De­sign 02June De­sign Stu­dio Store Fix­tures Yash In­te­ri­ors Light­ing Fix­tures Gardler Light­ing In­dia Pvt Ltd Sound Sys­tems Bosch

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