Design
Atelier to altar: Seema Gujral’s flagship store in New Delhi by Renesā Studio is a baraat of couture
JUL 25, 2024 | By Chiransha Prasad
A marriage of design has ensued — and this is one bridal party we’ll participate in wholeheartedly. Bridging the gap between the altar and the atelier, Seema Gujral’s flagship store in Dhan Mill, Delhi, stays true to the label’s contemporary design language. Vaulted arches, gleaming metal and earthy textures have been meticulously stitched together by Sanchit Arora, principal architect at Renesā Architecture Design Interiors Studio. The expansive store spans over 9,000 sq ft, accompanied by a 1,500 sq ft mezzanine harbouring private offices upstairs.
The first step is often the most difficult part of any creative endeavour, yet the most fulfilling one. Sanchit agrees, “The store needed to be designed on an industrial parking lot site, a covered structure that made for an atypical canvas for us to reimagine head-on!” As one ventures within, the space unfolds in a rich array of textures and variety that mirrors an extravagant Indian wedding. A contemporary take on age-old traditions and ceremonies inspired by the couture on display ensues.
A match made in the atelier
The store’s intention was not to match the grandeur of Seema’s creations — it was to let them shine, occupying centre stage. It has been divided into multiple sections adhering to Seema Gujral’s varied offerings. A slow revelation betrayed by hints of what awaits within in small doses ensues, followed by a complete onslaught of colour, texture and couture.
A white, expansive courtyard leads towards five alleys that split into multiple directions. Battered metal sheets twist and fold across sections of the interconnected space, functioning as an unconventional, sculptural addition that is striking in its appeal. Sanchit expounds on the brief further, saying “ The leitmotifs of arches, sweeping and intersecting vaults, and the play of light within areas lend the store the mien of a museum — an experience that unfolds as one meanders from one interconnected space to the next.” Seema Gujral’s philosophy of transitional design that transcends time materialises itself in an interplay of elements that go hand-in-hand.
Walking down the aisle
Traversing the store feels akin to stepping inside an immersive bubble. A white foyer greets visitors at the very beginning, sporting an onyx-hued spiral staircase that swirls upwards. The vaulted walkway is interspersed with conical, golden structures that proffer a hint of what awaits within.
As one ventures inwards, a pearl-hued courtyard emerges, supported by long columns dotted along the way. Natural light peeks through the ceiling, lighting up the pristine sanctum designed akin to a holy altar. Eventually, the polarising black-and-white scheme falls away to expose bursts of colour. Earthy terracotta-hued walls ensconce the saree section, awash with light from a lavish display of stacked chandeliers at varying heights. The cocktail section, on the contrary, is decorated with shades of black that glisten, alluding to the glamourous curation within.
Understated yet regal
If one had any misgivings about neutrals being boring, the rich textural tonality of this space offers compelling reasons to believe otherwise. Structures constructed from metals like brass and stainless steel are used across the store in various shapes and forms. Battered and textured, they possess a gleam that mirrors the elaborately crafted couture pieces themselves. Brick walls have been added in certain sections that hark back to the label’s roots — a memorable journey that spans over 25 years.
Dressing the atelier
A clear winner emerges when one asks Sanchit what space he cherishes the most within the store’s novel confines designed by Renesā Architecture Studio. “The Cocktail apparel display area hands-down! The space’s unconventional geometry allowed us to play with angles galore.” He further adds “To up the ante, we worked with a dark and reflective moody palette that employed beaten stainless-steel panels, mirroring the grandeur of Seema’s pieces for which she is renowned.”
Seema Gujral’s store hinges between the old and the new, much like her creations themselves. The space stays true to the muse within, emerging as a memorable experience sure to spark the imagination of anyone who steps in. If you love a good wedding, you’ll adore this marriage of the old and the new.
