The project embodies a vision of retail as an immersive, ever-evolving experience: a futuristic, artful platform for Indian brands in a new and rapidly developing part of Mumbai, where a store of this scale and vision had not existed before. The architects approached the design through form, color, and massing—crafting displays that went beyond function to become sculptural art pieces in themselves. The intention was to create a store where visitors were drawn in by the vibrant palette and unexpected shapes, ensuring that every corner felt fresh, distinct, and memorable.
Custom-designed elements defines the spatial experience: they developed bespoke racks finished in an ombré effect, where pinks and purples gently signaled the womenswear section, and blues and greens denoted menswear. Curved, perforated metal screens served as subtle dividers, giving each brand its own unique zone, while keeping the larger space visually connected.
Every design detail was tailored to draw people in, ensuring that the functional requirements of product display seamlessly merged with the aesthetic ambition of making the displays themselves stand out as art. To keep the focus on these bold interventions, the architects used a simple grey tile for flooring and left the ceiling open with a flexible track lighting system—allowing the displays to remain the true stars of the space.
Client: Aurum
Designer: Ayesha Puri Kanoria
Styling: Drisha Jain
Photo credits: Manan Surti
