Situated in the upscale suburbs of Gurugram in the NCR region, Elevate is a joint housing project by Hines and Conscient, two prominent developers in the Indian real estate industry. Covering approximately 10,000 sq.ft, Studio IAAD skillfully executed the design scope, which included architecture, interiors, landscaping, and FFE.
Typology: Commercial / Show Apartment / Experience Center
Name of Project: Elevate Experience Center & Show Apartment
Location: Sector 9 Gurugram, Haryana
Name of Client: Hines – Conscient
Name of Client’s Firm: Heritage Max Realtech Pvt. Ltd.
Contact Person: Mr. Ganesh Prakash and Mr.Sanjay Rastogi
Address: 10th floor, Tower D, Global Business Park, M.G. Road, Gurgaon
Principal Architect: Rachna Agarwal, Founder and Design Ideator, StudioIAAD
Design Team: Priyanka Arora, Prachi Gupta, Ankita Kumari & Saamir Gupta
Site Area (sq ft & sq m): 20,000 sq ft
Built-Up Area (sq ft & sq m): 10,000 sq ft
Start Date: June 2019 (office)/ June 2020 (construction site)
Completion Date: February 2021
Photographer: Andre J. Fanthome | Studio Noughts and Crosses
Architect for the project: Studio IAAD
The comprehensive design concept aimed to create a versatile and adaptable space. The primary goal was to elevate individuals entering the condominiums from the chaotic and fast-paced world to a serene and peaceful environment where they could relax and rejuvenate. Studio IAAD’s signature biophilic approach nurtured a deep connection between users and nature without compromising modern comforts. Incorporating greenery as a buffer effectively muffled the noise of the bustling city, promoting well-being.
Nestled in a setting reminiscent of a forest, the approach to the house evoked tranquillity. Visitors enter by a narrow pathway enveloped in a dense thicket of overarching trees. This pathway led to a circular courtyard featuring a centrepiece sculpture that embodied grace, harmony, and serenity. A dynamic walkway connected this courtyard to the building, adorned with abundant tropical trees and blooming petunia flower beds on either side. This design activated the pedestrian experience and crafted a blissful forest-like ambience. The building appeared to emerge from the verdant landscape, surrounded by lush canopies, blending seamlessly with the surrounding trees.
While steeped in a contemporary theme, the design also incorporated elements of rustic simplicity and European aesthetics in the interiors. Metaphorically, the structure resembled a glass box at the ground level, adorned with transparent ribbons of glazing. It supported the levitating opaque mass that housed the private enclosed spaces above. The expansive glass walls offered unobstructed views of the picturesque surroundings, enhancing the visual experience. A sleek metal skeleton framed the glass facade, giving it a modern touch and eliminating the need for bulky columns. The building mass was divided into two visually connected parts, with an open courtyard serving as the nexus of the project. Within this courtyard, carefully placed human-form sculptures by Mukul Goyal faced the sky, symbolising liberation and elevation.
The ground floor of the main dwelling accommodated an experience centre, a lounge, a café, and an audio-visual room. The top level featured a show apartment, a kids’ room, a lounge, and meeting rooms. The reception, outdoor deck, café, and lounge seating areas were seamlessly integrated around the central courtyard, facilitating an uninterrupted dialogue between spaces and the vast open sky. The design allowed for a gradual unfolding of the sensory experience as one moved through the areas, promoting relaxation instead of overwhelming the senses. The audio-visual room provides a theatrical experience, transforming from a movie screening space to reveal the model room as the screen lifted, adding an extra dimension to the visit. The design of the kids’ room catered to young families, providing a peaceful environment for exploration while children engaged in recreational activities. Opulent chandeliers adorned the staircase, guiding visitors from the lifts and making the ascent part of the enchanting experience.
The three-bedroom show apartment embraced inconspicuous neutral tones and materials, giving potential home-buyers a blank canvas to express their personalities. Drawing inspiration from the natural surroundings, the living room stood out with ribbed wooden cladding and mirrored panelling in subdued browns. This was complemented by pristine white flooring and furniture. A wrap-around balcony connected two bedrooms and a corner of the living room, creating a spacious outdoor area for relaxation and leisure, immersing residents in a peaceful atmosphere. Striking artworks adorned the walls, leaving a lasting impression on visitors. Combined with carpets and vibrant lighting accessories, they created a warm and inviting atmosphere.
To optimise sustainability and waste management, numerous accessories such as lighting fixtures and furniture have been repurposed from a previous project. Additionally, the sculptures will be integrated into the landscape of the housing project. The ceiling incorporates concentric cut-outs, creating a minimal and elegant aesthetic while efficiently integrating HVAC and lighting services. The structure primarily comprises metal, glass, and wood, allowing for swift construction, deconstruction, and reuse.
The design establishes a cohesive connection between the experience centre and the show apartments by employing a shared theme and design vocabulary. Departing from the conventional treatment of experience centres as an afterthought to housing developments, this building is envisioned as a boutique hotel. It offers visitors a captivating and contemplative experience, allowing them to escape into the therapeutic solitude of the forest, away from the external world. It becomes a tranquil sanctuary that people yearn to connect with, engage in, and inhabit, creating a serene haven that evokes a profound sense of peace.
