A prominent watches retailer, Ethos Watches has over fifty premium stores across India spanning multiple formats that cater to every one of its clients. The brand’s language balances elegance and extravagance with its wide range of products, starting from entry-level to high-end luxury.

Project Name – Ethos
Location – New Delhi, India
Typology – retail
Square Footage 950 sq.ft ( carpet area)
Year of Completion – July, 2021
Architecture Design Firm – groupDCA
Principal Architect – Ar. Rahul Bansal
Photography Credit – Niveditaa Gupta

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©Niveditaa Gupta

GroupDCA was appointed to develop and restructure the brand’s identity and spearhead a colossal rollout of all types of formats – the base outlets in tier-three cities, the bridge to luxury stores in tier-one and tier-two cities, and luxury boutiques in tier-one cities and metropolises.

The luxury flagship boutiques for Ethos are spread over a 2000-6000 sq.ft area in prime locations of the biggest cities including Bangalore, Delhi, Chennai, Hyderabad, Mumbai, and Kolkata. The façade design, spatial layouts, architectural elements, materiality, colour palette, and lighting schemes, all reflect a modern luxury imbued with warmth. Simplicity and serenity anchor the layouts. However, the standout elements here are the unusual materials chosen, both in terms of colour and texture.

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©Niveditaa Gupta

The extensive use of materials in the colour of exposed concrete demarcates entryways, distinguishing sections for watch brands. Here, the play with the neutral colour of concrete allows Ethos to connect brands of equal renown while stitching together its own identity as a boutique. Wood panels are serrated with flutes, providing a subtle texture to the otherwise plain veneers. To add an opulent accent, a touch of champagne gold metal is used to accentuate tones of grey and wood. This combination is used on trims and profiles, especially on the abstract and artistic lattices on the lower facia of all the watch counters.

While some brands provide their own unique brand displays, others have opted for the conventional furnishings produced by groupDCA including wall modules, island counters, and vitrines. The stores blend materials and elemental furniture for an aesthetic balance. The flagships are also adorned with boutique lighting highlighting in-store displays. To enhance its impact, the common areas of the store are relatively less-lit. Bespoke chandeliers over the central seating are ring shaped to resemble watch dials floating in space, underlining Ethos’ brand identity further.

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©Niveditaa Gupta

The luxury flagships are also fitted with a coffee-bar and a library to take advantage of the showrooms’ substantial space and offer customers warm, hospitable breaks in their shopping experience.

The overall design intent of the flagships is to present a complete brand story in its authentic language.

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©Niveditaa Gupta

Headed by Architects Rahul Bansal and Amit Aurora, groupDCA is a multidisciplinary Architecture and Design firm based in New Delhi. With highly acclaimed and award-winning projects across diverse typologies, the firm’s creations redefine design paradigms intrinsically.


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