An­ces­try

VMRD - - Contents - Satarupa Chakraborty

Spread across 1100 sq ft at Gur­gaon’s Am­bi­ence Mall and de­signed by Ravi Vazi­rani De­sign Stu­dio, Fu­ture Style Lab’s wom­enswear brand An­ces­try packs a punch by bring­ing in tra­di­tional grandeur un­der mod­ern spot­light.

Af­ter set­ting up the brand Cover Story, Fu­ture Style Lab (a sub­sidiary of Fu­ture Group) came up with their sec­ond brand An­ces­try, which is an eth­nic brand with a mod­ern twist. As one of the ini­tial stores, An­ces­try store at Gur­gaon’s Am­bi­ence Mall, de­signed by Mumbai-based ar­chi­tec­tural firm, Ravi Vazi­rani De­sign Stu­dio, is the em­bod­i­ment of what the brand stands for – tra­di­tion in­fused with moder­nity for to­day’s evolved woman.

The over­all de­sign of the store re­tains its sim­plic­ity with­out be­ing overtly com­pelling. The arched façade catches your at­ten­tion in­stantly with its fin­ished and tex­tured paints. The frontal part of the store also dis­plays an in­ter­play of ma­te­ri­als like ter­razzo and cop­per – el­e­ments that are re­flec­tive of the brand phi­los­o­phy. The store de­sign is a proof of the de­signer’s bor­der­line ob­ses­sion with ce­ment, while the floor is made of ce­ramic tiles and tra­di­tional ter­razzo pat­terns to evoke the de­sign sen­si­bil­i­ties of the 70s and 80s. The du­al­toned walls cre­ate drama within the space with­out over­pow­er­ing the mer­chan­dise. To ac­cen­tu­ate the mar­riage be­tween tra­di­tional and mod­ern, a com­bi­na­tion of ma­te­ri­als like wood, brass and cop­per have been cho­sen for fix­tures.

The colour scheme of the store fol­lows three un­usual shades. While the store uses shades of grey ex­ten­sively, a clever hint of blue breaks the monotony. The cur­tains are mus­tard coloured to off­set the oth­er­wise mono­tones. While bright colours are of­ten cho­sen to bring out the vi­brancy of the mer­chan­dise, these mono­tones work dramatically well with the in­tel­li­gent use of light­ing. An un­usu­ally-de­signed chan­de­lier adorns the cen­tre of the ceil­ing while track lights are po­si­tioned not only to highlight the mer­chan­dise but also to max­imise the grey ef­fect of the over­all colour pal­ette.

The fo­cal point of the store, the cash desk, is in­spired by colo­nial cane weav­ing, thus

Man­jula Ti­wari, CEO, Fu­ture Style Lab

We ba­si­cally brought two brands in two years but each brand has a dis­tinc­tive per­son­al­ity. An­ces­try is a lux­u­ri­ous line of mer­chan­dise in the most com­pet­i­tive pric­ing. The re­tail de­sign of the store had to trans­late the phi­los­o­phy and make sense to to­day’s mod­ern women who em­brace their cul­ture with mod­ern twists. Al­though the ini­tial stores are lined up at mall lo­ca­tions only, the store de­sign pro­to­type has been de­signed in a way that it fits high street lo­ca­tions as well.

in­fus­ing a crafty el­e­ment into some­thing mod­ern. An ar­ray of tra­di­tional props add to the eth­nic char­ac­ter of the de­sign. Ev­ery­day In­dian ob­jects like cop­per ves­sels, pickle bar­nis etc are rem­i­nis­cent of In­dian roots and trop­i­cal plants like Mon­stera and Suc­ce­lent add that green ef­fect to the mono­tone ori­en­ta­tion.

To en­able a fu­sion be­tween tra­di­tional and mod­ern, An­ces­try store brings about a re­fresh­ing change from the usual “in­dus­trial” or “kitsch” style. It presents In­dian-ness in a raw fash­ion while in­fus­ing the over­all lay­out with mod­ern el­e­ments.

Ravi Vazi­rani, Founder & Prin­ci­pal Ar­chi­tect, Ravi Vazi­rani De­sign Stu­dio

The An­ces­try store de­sign to me is an ode to all things In­dian - some for­got­ten, some dis­cov­ered. It em­bod­ies the spirit of its tar­get au­di­ence, who is global but ap­pre­ci­ates her roots. That mod­ern In­dia doesn’t need to be kitsch to spell out or feel In­dian. The store cel­e­brates mod­ern In­dia’s great ap­pre­ci­a­tion for tra­di­tions.

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