Vault by SGP is a jewellery destination that brings together timeless elegance and modern
artistry. Located in Gurgaon, the store is set within a retail landscape defined by visual
saturation, where shopping is often reduced to immediate comparison.
Project Name: Vault SGP
Studio Name: Creatives | Rimaa
Completion Year: 2026
Area: 1200Sq.ft
Principle Designer: Rimaa Bhushan
Photographer: Tarang Goyal
In response, the design softens this intensity and encourages a slower, more deliberate
engagement. Recognising jewellery as an object of personal significance, often tied to
milestones and memories, the store is envisioned as a timeless, luxurious, and welcoming
environment.
A Dialogue Between Memory and Modernity
The design process began with an understanding of the client’s jewellery practice, shaping a spatial narrative rooted in the Vault by SGP brand. Early discussions with the client
highlighted the importance of retaining a subtle sense of tradition associated with the brand and its craft. The central challenge lay in defining how a traditional sensibility can be carried into a contemporary retail environment without becoming theatrical, and how modern spatial clarity can avoid feeling detached or impersonal.
“The intention was never to recreate heritage literally. We wanted to capture its sense of
craftsmanship, permanence and familiarity, while making it relevant to today’s customer,”
explains Principal Interior Designer Rimaa.
Rather than treating Indian craft as a visual reference, the design interprets it through
proportion, material control, and spatial sequencing. Guided by principles of spatial balance, the store develops a restrained contextual language filtered through a contemporary lens.
A Unified Journey / A Gradient of Experience
Spatial planning forms the foundation of the experience, bringing together two previously
separate retail units into a single continuous environment. Circulation is conceived as a
seamless journey, where the space unfolds through transitions rather than distinct zones.
From the moment of entry, visitors are brought into direct visual engagement with the
jewellery, establishing orientation through openness and clarity. A central spine organises
movement across the store, while carefully positioned display counters maintain uninterrupted sightlines.
As the journey progresses, subtle shifts in density create moments for consultation and
interaction without relying on physical boundaries. Back-of-house functions are discreetly
integrated within the plan, operating independently without affecting the retail experience. The owner’s cabin continues the same spatial language at a more intimate scale, with greater enclosure and focus.
Restraint Through Materiality
This spatial clarity is carried into a controlled material language that defines the visual tone of the store. The palette is deliberately subdued, allowing the product to remain the primary point of focus.
“We initially explored richer jewel tones such as emerald, navy, and red within the space, but Vastu compliance challenged us to work primarily with red,” shares Designer Rimaa.
Anchored by ivory and champagne, the palette establishes a continuous backdrop that
maintains clarity and keeps focus on the jewellery. Red is introduced in a controlled manner, bringing balance and focus to the material language.
White stone flooring with soft beige and gold veining extends this base across the store,
reinforcing continuity underfoot. Glass, natural stone, metal, and rich American walnut veneer are layered to introduce depth and tactile variation.
