Every typology of design or Architecture possesses certain facets that indisputably perform crucial roles in maintaining the core value of each space. In a residence, for instance, capturing the nostalgia of the users or reflecting their psyche always aids to create a timeless experience. Similarly in high-end showrooms or commercial complexes, it is a mandate for the design scheme to imbibe a subtle flavor and let the products-on-display grab the spotlight. In a recently completed apparel showroom for Disha Saluja, Intaglio Design Studio executed this idea, to create a successful retail interior design on the glamourous streets of the national capital.

Project Name: Elements
Design Firm: Intaglio Design Studio
Principal Architect: Ar. Chinmay Ajmani
Location: Model Town-2, New Delhi
Built-Up Area: 3200 sq. ft
Typology: Retail Interiors
Completion Date: November 2019
Photography Credits:  Prachi Sardana
Text Credits: Bineeta Ghoshal

©Prachi Sardana

Unlike other briefs, the vision of the client here was just not to commission a space with a plethora of pompous elements. Rather she wanted a showroom that extrudes its uniqueness in amalgamation with the displayed pieces,  to automatically attract the attention of any passer-by. The principal architect of Intaglio Design Studio – Ar. Chinmay Ajmani thus conceptualized the design with a balance of intricate patterns and muted tones. This aided to create a series of contemporary spaces that utilize the products on display as embellishments, forming an aura that is inviting yet chic.

©Prachi Sardana

With a façade designed as a sparkling glazed surface, the first look of the store provides a clear vision of the garment pieces the brand has to offer. Although the showroom is spread across two floors, a congruent design language across them is well perceivable by any incoming shopper or user. Shades of grey, which form a major facet of the marrying concept, have been sprinkled across the scheme through the flooring and the storage spaces; creating a warm milieu to the showcased apparels. To dial up the sparkle a notch, an abstract format of the traditional Indian ‘jaali’ has been incorporated behind the hangers and the reception area, which successfully acts as an intricate yet exquisite backdrop. Drawn in golden hues, a supplementary brass pattern has also been added to function as hanging apparatus for the clothing. Focus lighting on the garbs, further allows to capture the glance of any incoming user.  These inclusions are self-elucidative of the aim that the design team wished to implement. “An arena of functionality posing gracefully with its sophisticated and opulent vibe!”, as Ar. Chinmay states it.

©Prachi Sardana

Owing to the limited built space of the structure, the design team sought to supplement the inner walls with mirrors to solve a dual purpose. Not only does it amplify the volume but also acts to increase the interaction of the garment pieces with the shoppers, thus escalating the quotient of user-friendliness. The furnishing was not a major requirement of this design endeavor. However, a believer of ‘God is in the details’, the principal architect sought to design the reception and center table with the ultimate precision, synonymous with every other aspect of the layout. With a base cladded in MDF fluting, the tabletop features black Marquino marble. This glistening effect has also been echoed as a part of the false ceiling design. Devised with a bronze mirror finish, the radiance of this segment has been accentuated against pristine white roofing. Composed with ambient lighting, the experience that this scheme presents to every patron of the brand is brimmed with frames of the elegant pieces in an ingenious yet delicate setting.

Elements by Disha Saluja – is thus, not just a showroom design. It is a celebration of the brand, exhibited through a spectacular and artistic panorama curated by Intaglio Design Studio.

Intaglio Design Studio

With the intent of creating a design oriented spaces with equal balance of nature and modern materials, we started Intaglio Design Studio in 2019. Founded by Ar. Chinmay Ajmani, the firm has successfully completed numerous eminent projects including Offline Cafe, Penthouse, Groove & Library Cafe , Commercial interior space Elements showroom  in Delhi.

Studio Intaglio believes that architecture is all about creating unique experiences. This ideology aids to build a deep empathy with the people to be designed for by generating huge number of ideas, creating prototypes, sampling and eventually putting these ideas into practice and making them a reality; we believe in co-creation. A typical day in the office, one could find them working on a varied typology of projects with a team of highly skilled, innovative and creative people.Dedication, professionalism and outstanding customer service is a testament to the mission as they strive each day for excellence in bringing our valued clients’ ideas to life.The firm offers contemporary, innovative and functional solutions that can be widely characterized into architecture & interiors of residential, commercial & F&B projects with in-house innovative product designs for every project.


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