Design Detail: Neeru’s, Coimbatore, India

Courtesy of FRDC/Neeru’s

CONCEPT: Aiming to uphold a sense of “celebrity” paired with authentic India-inspired designs, this open concept showcases a mix of traditional and luxurious materials and features a central courtyard.

1. A TOUCH OF GOLD

The lighting strategy includes the predominant use of accents mixed with a series of spotlights that create accentuated lighting for the entire store. Adding a dash of glamour and celebration, often part of Indian ethnic fashion, gold accent lighting is used to highlight, according to Chanda Kumar, Head of Marketing, Communications and Strategy at FRDC (Future Research Design Company; Bengaluru, India), the firm charged with the space’s design.

2. WEAVING NARRATIVES

This central console doubles as a service counter. Its design derives its sensibility from traditional Indian furniture found in colonial homes, combining contemporary elements with materials like woven bamboo cane. Throughout, the designers incorporated a combination of metal and wooden joinery, a direct callout to authentic Indian artistry.

3. TWO NOBLE METALS

Fixtures reminiscent of arches feature a bronze coating derived from copper and brass, two metals that are symbolic of purity in Indian culture, Kumar explains. Instead of implementing a mix of copper- and brass-finished fixtures, the two metals are represented by a more contemporary bronze finish.

4. LIGHTER THAN AIR

Merchandise fixtures and gondolas appear light and minimal so as not to overpower the space and apparel. “[The fixtures] enrich the emotional connection between customer and merchandise,” says Kumar. “Hence, bronze and black metal, natural Indian rosewood, woven bamboo and handprinted tiles have been used to recreate a contemporary yet familiar traditional Indian space that resonates with a sense of nostalgia among Indians who grew up in such spaces.”

5. SENSE OF CELEBRITY

Drawing inspiration from a “modern Indian abode” and offering ethnic Indian fashion catering to special occasions and celebrations, the store is organized into four sections, each dedicated to different situations: Festive, occasion, bridal wear and casual, everyday apparel. “We have created a free-flowing and non-partitioned retail space with the understanding that customers, mostly women, can browse all sections freely, yet have a sense of privacy as the central courtyard acts like a natural barrier and breaks the space into different zones,” says Kumar.