Experiential Luxury

Fashion designer Kanishk Mehta’s atelier conceptualised by Sync Design Studio in Gurugram explores the relationship between luxury and experiential design.

Curated by: Deepa Nair
Photographs: Atul Pratap Chauhan; courtesy Sync Design Studio

The brief

Located on the Golf Course Road in Gurugram, the Kanishk Mehta Studio is an exclusive, bespoke menswear boutique designed by Sync Design Studio. Aimed at bringing the aristocratic tailoring experience to the user, Bhavuk Jain and Sandeep Singh, principal architects, Sync Design Studio, decided to tailor-made a distinct architectural identity for the designer.

The design intent

Sync Design Studio has always endeavoured to create engaging environments that are variable and responsive to their clients. Their experimental ideology, utilitarian approach and love for modern-eclectic architecture are remodelled into the store’s design. Through the Kanishk Mehta Studio, the design team aspires to celebrate the sophisticated, modern man who endorses the ‘more, new and now’ culture of premium menswear fashion and is hopeful of making it the newest landmark in luxury retail. “The brief inspired us to design a luxe landscape for the modern man. The project is an exercise in rebranding and building a regal identity through architecture and design. We chose to dress the store in a modern-eclectic style to fabricate an indulgent universe for the user,” explains Bhavuk.

The spatial flow

To create congruence between luxury and aesthetics while relaying a rich, sensory experience to the user, the store is divided into three arched zones. The first zone which also makes the entrance houses the shoe section, reception and casual shirts; the second houses the sherwanis and tuxedos; and the third boasts a hand-picked collection of fabrics. What looks like a rigid structure from outside, becomes quite flexible inside — an effect achieved by a carefully conceptualised spatial layout. The studio literally tailored the design to suit the chic vibe of the store by crafting made-to-measure zones layered with bespoke lounge seating.

The material palette

Petite, high-end Italian tailoring parlours, aristocratic gentlemen and self-indulgent parties are among the eclectic references that informed the design for the flagship store. The surfaces are a result of adding or unveiling layers of materials. Hues of champagne gold in the interiors coupled with brass inlayed terrazzo tile flooring make the material palette a visual and chromatic melody. To add a sophisticated touch and accentuate the royal quality of the store, the studio fashioned an exposed ceiling with golden cornices and mirrors. Adapting from the ancient assemblage of classical architecture, the studio erected custom-made aluminium columns marked by an engraved brand logo for impact and exclusivity — taking personalisation to a new level. Arched walls in stucco grey with gold accents, brass and wood shelves along with a pool table provide a stunning backdrop for an exclusive menswear clothing storage and display.

To recreate the affluent atmosphere of high-end luxury retail stores, 3,500 Kelvin lighting fixtures were customised and integrated throughout the store. A flexible lighting layout comprising of ceiling track lights was added to highlight products and bring out their true colour. “Our interest in thinking retail architecture as therapeutic led us to develop the stately character of this project. Since we had also developed the branding design for the store, brass wings on the door handles were added to reiterate the grand brand identity,” says Sandeep.

While the interior of the store exudes a regal vibe, the exterior radiates a mysterious one. Borrowing an element from the interior, the arches continue in the facade. The facade design shows that there is more than one way to play with light in a luxury retail store. Dappled light falls inside the store through a show window on the exterior giving the user outside a glimpse of the rich experience that lies within. Next to the Kanishka Mehta logo costumed mannequins display the brand’s haute couture. ACP panels in an anti-graphite finish encase the exterior, casting the facade in an elegant and clean shade.

The highlights

To evoke experiential aspects of an international fashion show, a central rod display was custom made to hang clothes in particular, while a leopard print carpet was added to facilitate an in-house ramp show whenever required. Suspended from the ceiling, the central rod display also acts as an art installation, compelling the user to consciously notice it. All three elements — the carpet, the ceiling mirror and the central rod display — are part of a design strategy that emulates synchronicity in form; essentially making it a ‘form follows fashion’ statement.