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Design DNA breaks away from stereotypes to weave a distinct character for the flagship store of luxury skincare brand, Sadhev.
Curated by: Deepa Nair
Photographs: Roshan Paliath; courtesy Design DNA
The brief
When Design DNA was approached to design the flagship store for Sadhev, a luxury skincare brand from Medimix, they decided to break away from the stereotypes of the beauty and skincare industry and create a space with its own unique character. “The requirement from the clients was for the store to look spacious and for the movement to feel seamless and uninterrupted since there was an awkwardly protruding wall in the centre. Additionally, they wished for the store to have a calming monochromatic aesthetic so that the focus remained on the products displayed,” informs Sreesha, principal architect Design DNA.
The site
The architects received a bare shell of two stores of varying sizes which were to be combined to form a larger space after knocking down the separating wall. Additionally, a large 5’x5’ column took up a major portion of one of the units.
The design intent
The design of Sadhev is a visual embodiment of the brand’s ideology — beauty lies in simplicity. Sinuous curves mimicking skin contours bring flow in the design, and a minimalist aesthetic using muted greys highlights the products on display. A splash of sage green ties the store to the brand colour beautifully. “This store is one of the very few where we find beauty and serenity in a space that is profoundly simplistic and modest by definition. The purity of the design took centerstage as there are no distractions or embellishments whatsoever. It is an embodiment of what Sadhev seeks to promote to its customers too — that beauty is not about a complex skincare routine, it is simple and spiritual,” shares Karthikeyan, principal architect, Design DNA.
The civil intervention
Post demolishing the partition wall between the two units, the architects realised there was still a protrusion of about 4ft (a load bearing wall) that was sticking out like a sore thumb. They decided to tactfully include this conspicuous wall in the design along the curving perimeter, whilst adding an island display built with a centrally located handwash to try out the product range.
The spatial configuration
As Sadhev is spread across only 477 sq ft, the design consciously showcases all the products along the perimeter, leaving the central area clutter-free for ease of movement and to experience the space better. Since it was an L-shaped unit, the design team used the additional depth in one portion for a store room where the EB meters, staff lockers and supplies could be stowed away.
The design and material details
For the flooring, matte finish grey large format tiles were used, and the curved walls were finished in a grey marble stucco texture from Asian paints. Diffused lighting was incorporated extensively to add a subtle glow, avoiding any direct lighting. Sage green was introduced on one wall entirely, which doubled up as end-to-end storage too. Signages and chrome fittings were in brushed gold finish, and the handwash countertop as well as the bowl were moulded using a polished grey acrylic solid surface from Merino Hanex. Adjustable mini spotlights help illuminate the application station and the grey leatherette pouffe is a comfortable seat which can easily be tucked under the island counter when not in use. Subtle colours are brought through ceramic and wooden bowls, plants and cork accessories that mimic the wabi sabi inspired aesthetic, which this ayurvedic brand also embraces.
The challenges
“The timeline given to us of 20 days put us on a tight leash for completion and achieving the high standards of finishing we had set for ourselves. This led to a day and night work schedule at site, with multiple agencies simultaneously working towards completion. Introducing a new plumbing line for the handwash was another setback we had to deal with since it had to be pulled from one end of the store to the centre without disturbing the flow in the finalised design. We made sure every little detail was carefully planned beforehand so as to avoid miscommunication and last-minute errors,” the architects explain.
Fact file
Project: Flow
Area: 477 sq ft
Location: Bhartiya Mall of Bengaluru, Bengaluru
Principal architects: Sreesha and Karthikeyan
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