Torani Flagship Store by Bora Da` Design
The Torani flagship store draws deep inspiration from the design elements of Sindhi culture which is also incorporated beautifully in their clothes.
The brief, hence, was simple - Sindhi Architecture. This was incorporated by creating a neat space, void of any clutter in terms of visual merchandising in an attempt to highlight the products. The store mirrors the very heritage it draws inspiration from, the 16th century buildings comprising of magnificent domes and beautiful curvi-linear arches.
The brief also required everything to be unfinished and resonating along the lines of antique, right from the floor, walls and ceiling. The space had to look bare yet also a reflection of the rich Sindh cultural heritage.
The store is a small compact space with ample ceiling height in contrast. It was a challenge to incorporate enough, financially viable number of products in the space for display and also create an experience of openness and bareness. Driven by the concept of a story unwinding slowly while one is walking around, the wide glass door at the main entry takes one inside and is flanked by dressed mannequins on either sides, visible only when inside. This is then followed by the product displays.
The hanging displays are separated at intervals with accessory display and looking mirrors. This has also allowed the brand to segregate their collection by colours, styles and gender. The trial room is planned right next to the staircase that looms in the store and render some part of it useless. The remaining space next to it is used at storage for housekeeping and is seamless outside. The trial room is large set with full height mirrors and a curtain.
At the far end of the store lies the other entry though smaller than the main one but connects the back alley and draws the customers from that side as well. The displays here also alternate between hanging and accessories. The store is compact yet defines its own spaces as one walks around.
The concept was simple where the design team had to work on the classical design elements reminiscing the Sindhi Architecture while the whole was to be bare. The basic theme revolves around the earthy colours and rawness of materials. The entire store is painted in a grey hue with a rough grainy texture. The fixtures are left in the raw state for implying the very theme. The whole store resonates the idea of simple clean design without the obvious ornamentation. Any element only reflects the very soul of the product and their inspiration.
Walls play the role of a canvas, rather a large and expansive canvas for the beautiful, earthy and grainy texture paint, covering every inch, binding the store as a whole. This rugged feel takes one back to the lost architecture to the region of Sindh.
The tree acts as a very central part of the store, standing tall, displaying brass bells of various style. The tree also showcases the sacred Indian ritual of tying saffron threads, reminiscent of Indian culture and identity. The saffron thread suspends each bell from the tree and also spiral around it to remind one of the rituals that are deeply rooted in the Indian culture. This central attraction is the first thing you see when you approach the face of the store. Right ahead of it lies the Nandi, the mount for Lord Shiva. It greets one sitting grandly on the wooden pedestal. It is cast in brass and gives the store a touch of royal essence.
The flooring only ceases to match and flow onto the walls. The grey micro topping lends the required cement rugged feel to the space only to enhance the feel of antiquity and minimalism. It cuts out the very scope of a fine finished floor that may drive away from the very purpose of rawness.
A display of mirrors are set inside arched shaped frames that draw a strong inspiration from the Persian architecture which has a major influence on Sindhi Architecture. The arches embolden the very theme in the most subtle way.
Lighting is very practical and in tune to the needs of the modern day. The focus lights have been planned accordingly to create the spotlight effect yet without hindering the sight for details in the products displayed. They highlight the product as well also create the right ambiance to experience the journey of the very products to the modern world.
The whole store is yes bare and stares wildly at one with deep Indian cultural weariness. The display stands are bare metal with a hint of paint trying their best to stay true to the plaintiff, the drama called upon by clothes.
The accessory displays are made in the same metal along with white marble stone. The knobs used for hanging scarves, bags and so on are casted in the shape of the logo of the brand.
Project: Torani
Location: Khan Market, New Delhi
Design House: Bora Da` Design
Design Team: Udaai Batra, Navneet Kaur, Mohammad Faisal, Ritu Singh
Photography: Suryan and Dang