A retail store that celebrates heritage and handcrafted excellence
Backed by a formidable 45-year presence and legacy in the textile industry, Ahujasons is a specialist producer of exquisite pashmina shawls and sarees. The heritage of Indian weavers is deeply embedded within each of their products, instilling a sense of pride in not just the brand's but the nation's ethos of craftsmanship. groupDCA reinterprets the brand’s value through a contemporary lens in the Ahujasons store in the South Extension neighbourhood of New Delhi.
The four-storey retail emporium spans 6050 sq. ft.,showcasing bespoke furnishings and captivating displays of exquisite merchandise. The ground floor beckons with an airy expanse, enticing patrons to wander among the brand's offerings. Curved volumes pierce through the lower levels, granting tantalising glimpses of the collections above and piquing the customer's curiosity. Ascending via staircase or lift, the expansive first and second floors offer a leisurely exploration of handcrafted treasures. Comfortable lounges dot the spacious layouts, encouraging relaxation and unhurried perusal. Nearby tables facilitate personalised consultations with staff, ensuring a tailored shopping experience. The third floor exposes a domain of distinction, showcasing curated selections for special occasions like weddings.The display units take on the form of wooden trays with brass handles, harkening back to an era where clothes were stored in low-rise, antique almirahs. This zone references nostalgia and consists of a sectioned lounge and display zone that houses intricate, premium heirloom pieces.
The interiors are developed in accordance with the brand's deep respect towards Indian craft and, therefore, utilise locally sourced materials and furniture. Conveying a theme of softness, they form a backdrop for the diverse range of handcrafted products. Coated in beige textured paint, columns flare out at regular intervals as arches and merge with the ceiling. Drawer units and discussion tables made of oakwood, designed and manufactured at groupDCA's workshop, also incorporate curvilinear profiles to achieve a sense of fluidity and organic movement within the space, adding visual interest that compliments the soft theme of the interiors. On the ground floor, the display features an inclined profile, offering a subtle variation from conventional horizontal arrangements. Ornate wooden door frames accentuate the display features on the ground and third floor, combining the innovation of the modern era and the richness of heritage.
Grey marble flooring with the brand's logo imprinted in copper inlay lends a classical and unmistakable Indian character to the spaces. Wall-mounted mirrors in the double-height spaces and antique finished mirrors on the ceiling provide a glimpse of the collections across other zones. Carpeted areas introduce a plush tone to the interiors and provide acoustic insulation, curating an undisturbed shopping experience for each customer. The transition between the flooring and the carpet is executed seamlessly through sinuous profiles that blend harmoniously with the arches of the interiors.
In addition to providing structural support, all columns give rise to display units that encourage the stoles to be displayed in a versatile manner, either hung or knotted. The staircases, too, feature an unconventional detail—the wooden handrails between two flights are positioned at different heights to achieve a suspended look.
Stately chandeliers and carefully placed lighting systems, developed in collaboration with Kherarati Lall Sons Pvt. Ltd., create an intimate atmosphere and ensure optimum visibility of the products to the customers. Developed in collaboration with Mukul Goyal, the facade reinterprets the traditional arch motif, transforming it into a sleek, contemporary element that eschews the heaviness of classical design. The visual composition features five arches and plays with visibility and proportion, balancing the opaque cladding Mataguise - copper sheet and the transparent glass component. Bespoke lighting, signifying the brand's logo and a detailed ethnic mural enthral passers-by, standing out from the street's elevation through its sophistication and elegance.
Through attuned attention to detail and a neutral interior palette, the retail store for Ahujasons celebrates Indian craftsmanship. From the spatial planning to the display unit, each corner of the store is designed for the modern age and simultaneously pays homage to the brand's roots.
