Set in the growing design-conscious neighbourhood of Vesu, Surat, Threads by Pri is the flagship store of a contemporary clothing brand rooted in pure linen and timeless textures. Designed by Zeroform Studio, the space is envisioned as a tactile brand experience—where identity, materiality, and architectural flow come together to tell a cohesive story.
Project Name: Threads by Pri
Studio Name: Zeroform studio
Location: Vesu, Surat
Completion Year: April 2025
Carpet Area: 650 sq. ft.
Photography: Piyush Macrography
The design blends earthy elegance with subtle visual drama. At its conceptual heart is the infinity symbol, derived from the brand’s logo, which inspires key spatial gestures: soft curves in the ceiling, the reception desk, and lighting paths that create a continuous sense of motion through the store.
Material Language & Craftsmanship
The space is finished in a hand-applied terracotta-toned microfinish that brings depth, character, and a handcrafted quality to every wall. This grounded, textured surface contrasts beautifully with the matte black open-grid ceiling above—organizing utilities while adding a graphic linear rhythm.
The flooring is laid in soft oak herringbone, offering a neutral base that is both classic and
understated, allowing the brand’s linen collections to stand out.
Every element—furniture, lighting systems, hardware—has been custom designed. From the rounded brass door handles to the sculpted fluted reception desk and floating display units, each feature was fabricated exclusively for this project to ensure design cohesion and craftsmanship.
Spatial Strategy & Highlights
The store prioritizes fluidity and clarity. Despite its compact 650 sq ft footprint, the layout
accommodates a reception, main retail floor, a cabin, trial room, pantry, toilet, and storage—each space seamlessly integrated into a continuous, open flow.
Display frames made in brushed brass hang from the ceiling to maintain visual lightness and showcase garments in a floating arrangement. Underlit floating shelves present folded pieces with quiet elegance, while carefully placed mirrors enhance the sense of scale.
The reception counter, with its sculpted form and inlaid brass detail, anchors the entrance visually. Behind it, a softly illuminated backdrop highlights the brand’s 3D brass logo—serving as both signage and sculptural focal point.
A seating nook with custom black-and-white upholstered chairs adds a moment of contrast and character. Grounded by a terracotta-toned circular rug, it introduces warmth and personality, breaking the otherwise minimal tone.
Even the trial room continues the design narrative, accessed through an arched opening with bespoke brass hardware, maintaining the curved language seen throughout the store.
Lighting & Ambience
Lighting is handled as a quiet architectural layer. Custom black curved tracks mirror ceiling
contours, offering spotlighting on key merchandise. Ambient glow from cove lighting and niche LEDs ensures warmth and depth without overpowering the natural materials.
The store receives limited daylight, so artificial lighting was crafted carefully to offer balance. During the day, the space feels open and softly lit; at night, more dramatic shadow-play sculpts the surfaces, lending the space a calm and immersive gallery-like atmosphere.
Conclusion
This flagship store for Threads by Pri reflects the brand’s belief in purity, movement, and craft. With its hand-finished textures, fully customized detailing, and emotionally resonant design gestures, it is more than a retail space—it’s a physical extension of the brand’s essence.
In Surat’s increasingly style-aware retail landscape, the store offers a refined counterpoin — intimate, sculptural, and grounded in intentionality.
