These days in-person shopping is all about the experiential and in Ahmedabad, India, a jewellery store provides just the opportunity for a retail revelation. The store, Fortune Farm designed by MuseLAB, is a world unto itself, where interior design has taken browsing and buying to another level of the shopping experience.
Fortune Farm is a jewellery store that offers lab-grown diamond jewellery to a discerning clientele and interior design by MuseLAB, with leads on the project, Jasem Pirani and Huzefa Rangwala and their team Fahim Khambati and Trupti Desai, have created an original and innovative space to purchase these objects of desire.
What strikes the shopper, and draws them to the store, is the colour within – deep terracotta that saturates, walls, floors ceilings and fittings. The layout of the 93-square metre (1000-square-feet) floor plan becomes a voyage of discovery, leading customers around the space to investigate the displays.
The centrepiece of the store is a ‘discovery island’ made of plywood and designed by parametric modelling. The jewellery is displayed within biome-like cloches containing ring bearers positioned on the charcoal-coloured crater-like top. The meandering form of the counter becomes rather like a ‘grazing table’ for customers where they can view and touch as they circle the floor. This artistic interpretation of a lunar-like landscape was designed by Shailesh Rajput Studio and becomes a focal point of the interior.
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Installed above the length of the counter is a bespoke pendant light, terracotta on the outside and white within, that mirrors the shape of the table. The breadth of this bespoke artistic inclusion is powerful and coupled with spotlights covered in a stretched gauze fabric, the aesthetic becomes almost dream-like as product is illuminated in soft and muted focus.
While the colour palette is minimal with terracotta and touches of charcoal and white, the material selection is luxurious. The textured walls and ceiling are covered with lime plaster infused with Geru Mitti and slabs of red travertine are used as flooring. Organic-shaped mirrors are positioned on the walls to great effect and a cluster of terracotta-coloured pendant lights appear to seemingly drip from the ceiling in the rear corner of the store.
Reflecting the other world experience, the rounded organic shapes within the interior feature nooks, much like craters, and imbedded shelving that display product. The juxtaposition of warm colour, curvaceous forms and cool glittering diamonds is stunning and makes this store a stand-out.
As a 75-year-old brand, Lakhtarwala Jewellers is embracing the future with a dynamic and beautifully curated interior for this new store, Fortune Farm. MuseLAB has provided a breathtaking design that moves beyond the everyday to inhabit the wonders of another planet.
Fortune Farm designed by MuseLAB is an entry in The Retail Space in the 2024 INDE.Awards.
MuseLAB
Photography
Ishita Sitwala
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