Conceptualised and designed for the Jindal Mechno Bricks Group, this immersive showroom places the company’s core product a the heart of its visual storytelling. Designed by Renesa Architecture Design Interiors Studio, the brick producing company was seeking a thematic and modular brand identity that could be applied to any retail outlet nationally and globally.
Located in the construction material retail nucleus of New Delhi, the project sees the overhaul of an obsolete existing building. The design team’s transformation began at the façade-level, being the primary interface and visual connection between patrons and the retail destination. Headlined by an overlay of brick architecture, the uniformly punctured elevation beckons patrons through the brick entrance portal.
Focusing on the lifecycle of each brick from its genesis to its firing, the interior space is interpreted as a dive into the chambers of a classic brick kiln that celebrates a gamut of earthy hues and different laying patterns of brick bonds.
A range of warm yellows, terracotta, browns and taupe, the floors, ceiling and walls are swathed in various brick modules that gain their distinct appearance from the firing levels the native clay undergoes. Three different brick bond typologies applied to the façade, interior walls, floors and vaulted ceiling reveal to patrons how brick can be utilized and applied in many different and ingenious ways.
In addition, monolithic brick-clad pedestals emerge from the floors symmetrically, creating sculptural display surfaces for the catalogue of products.
This elemental approach towards the utilisation of the building product itself allows patrons to connect with the sustainable, minimalistic and timeless demeanour of brick in a powerful way that also ties in with the proud homegrown ‘Made in India’ initiative.
