THE BRIEF
Thirumala Silks, established in the year 1976, is famous for its exclusive range of Kancheevaram pure silk sarees.The design brief was “To design a flagship destination to offer a premium updated new age traditional store experience in an environment that complements the exquisite collections offered by brand Thirumala”.
THE CONCEPT
The store design was conceptualized with inspirations from Traditional South Indian architecture interpreted in the context of today in its façade and interiors to suit the personal selling strategy of customer service of the brand.The store design palette in terms of form and materials are a combination of the classic and contemporary. Impressions of the traditional architectural embellishments inspired from traditional sculptures, wood carvings, filigree and textures are used in the environment design to create a premium backdrop to deliver the ritualistic experience of saree buying.The store visual merchandising is supported with props and details that help add the authentic touch to the concept. Weaving tools in the staircase well, brass temple bells, ornate frames add authenticity to the traditional overtone of the store design language.The lighting concept is a combination of LED accent and soft ambient lighting. The lighting, delivered with 3000K temperature, helps to sharply enhance the festive colors and the gold weaves in the sarees.