Studio Ankit Pahuja converts an erstwhile terrace into an experiential centre — with live set-ups of living and working spaces — for furniture brand, Wooden Street.
Curated by: Deepa Nair
Photographs: Captura India; courtesy Studio Ankit Pahuja
The brief
When bespoke furniture brand Wooden Street decided to open an experience centre in Udaipur to display their unique creations, they reached out to Studio Ankit Pahujato for their design ideas. The brand didn’t want a generic furniture store in the 3,000-square-foot expanse it occupied; rather a space which would allow their customers to experience the products in a personalized and authentic way.
The design intent
The design mirrors real-life environments with living and working setups: such as living rooms, dining areas, bedrooms, courtyard and home offices. Each setup showcases the furniture pieces in context, allowing customers to envision how the items would look and function in their own homes.
The structure
As the project site was an open terrace of a building; the design team decided to create a fabricated structure with a temporary roofing technique for the experience centre. “This approach provided flexibility in construction while ensuring structural integrity. Additionally, the soffit, or the underside of the roof overhang, was finished using a false ceiling. This false ceiling likely added aesthetic appeal and helped conceal any structural elements or utilities while providing a finished look to the interiors,” explains Ankit Pahujato, principal architect, Studio Ankit Pahujato. Overall, these construction combination techniques and finishes was a thoughtful approach to creating a functional and visually appealing environment for customers visiting the experience centre.
The spatial configuration
The space was designed keeping the covered courtyard at the centre of the store. This placement allowed natural light to permeate throughout the store, illuminating the entire space and reducing the reliance on artificial lighting during daylight hours. “By making the courtyard the focal point of the store, we created a visually appealing and inviting atmosphere for customers. They can enjoy the beauty of the outdoors while browsing through the furniture offerings, which adds to the overall experience of the store,” says Ankit.
Additionally, to avoid the traditional row-by-row staging often seen in furniture stores, the layout was made fluid and organic by arranging furniture in vignettes, or grouped according to themes or styles. This approach would create a more immersive and engaging shopping experience for customers, encouraging them to explore different areas of the store and discover how the furniture can complement their individual tastes and lifestyles.
The material and colour palette
Plywood was the primary material chosen for partitions and internal divisions as it offers versatility and allows fast construction along with creative customization. These elements were finished in a light beige colour to render warmth and sophistication, whilst maintaining a cohesive look throughout the store.
The courtyard wall featuring exposed brickwork adds character and charm to the environment. Customizing the brick bond pattern lends a unique touch, distinguishing the store’s design from more conventional approaches. On the opposite side, the use of a Georgian bar fabricated structure in a black finish offers contrast and visual interest.
Incorporating a random stone masonry wall cladding in one of the bedrooms introduced texture and rusticity, and created a cosy atmosphere. This design choice not only enhances the visual appeal of the space, but also adds depth and character to the bedroom area, crafting an intimate and inviting atmosphere.
Fact file
Project: Wooden Street Udaipur Experience Centre
Location: Udaipur, Rajasthan
Area: 3,000 sq ft
Principal architect: Ankit Pahuja
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