The new Outhouse store in Hyderabad by Project 810 explores the tactile flamboyance of the homegrown jewellery label

Storytelling. The word is a powerful nudge to the idea of persuasion, evoking emotions and creating, well, a story. The interesting part? Stories are not just bound to books and pages. They live around us, within spaces. The homegrown jewellery label Outhouse’s new store in Hyderabad designed by Project 810 revels in stories, too. Of embellishments. Of textures. Of interiors. Of physical retail experiences.   

A soiree of salmon pink and earthy greys, intricate artistry thrives at the heart of the store, led by principal designer Vritima Wadhwa of Project 810, where she reasonably takes design cues from Outhouse itself, founded by Sasha and Kaabia Grewal. Thoughtfully crafted displays, installations and stunning jewellery pieces captivate one from the get-go. After all, retail is equally about sensory indulgence.

“The consistent rhythm of open shelving and intermittent glass display units keeps the browsing experience engaging,” says Vritima, who worked alongside team member Dhriti Gupta, Nishil Shah from Studio Hasta for visual merchandising and props and Manav Bhargava from Mandala for lighting. She adds, “Minimal, linear compositions and a simple underlying geometry come together to create a balanced boldness for Outhouse.”

Gem of a place 

The store follows an L-shaped layout engulfing various zones, from displays for jewellery and accessories and a breakout zone to the bridal section. With an area of 1,000 sq ft, the Outhouse store amongst its many design elements, first draws you in with an ever-evolving show window that perfectly captures the refined yet flamboyant spirit of the jewellery house. It reveals an intriguing sculptural work of papier mache balls by Vāhe, commencing a rather otherworldly jewellery store experience for the patrons. 

Pristine glass displays are encased between two walls with shelving units. Solid platforms along one side lend each piece its due, and an assortment of units on the other side emphasises on materiality and texture. 

As one steps further inside Outhouse’s retail haven, pops of dusty salmon pinks and amber add vitality to subtle lime-washed grey, with gilded, metallic accents tying this tangible tale together. The white terrazzo flooring with glass and mirror chips adequately captures the brand’s nuanced approach. 

Layer by layer

A grand, mild steel curved display unit with hanging rods in a dark gunmetal finish ties in with the industrial feel of the exposed ceiling. The array of exhibits set up on backlit shelves with warm lighting, gun-metal shelving and the pure white floor-to-ceiling displays form the backdrop for the brand’s jewellery. 

The coral mannequin heads against the muted grey and the brass mirror against the salmon pink wall are lessons in how to juxtapose colours and textures. This jewellery haven that reads as a world of its own is impeccably layered with lighting fixtures that bring a defined, sober luminosity within its corners, from soft ambient lighting to spotlights to echo the jewellery collections at every glimpse.

“The brand’s capricious, liberated spirit is through the language of intersecting materials, unrestrained artworks and exquisitely crafted details,” sums up Vritima on Outhouse becoming a store, an exploration and thus, a realisation.

Now read: A warp and weft of minimalism: Project 810 crafts textile designer Vidhi Singhania’s New Delhi store