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    Unravelling earthy craftsmanship: Zariboota store in Amritsar by Renesa Architecture Design Interiors is a marvel in mud

    JUN 30, 2023 | By Diya Shah
    Wood-folding doors crafted with glass-and-wicker panels open completely, connecting the outdoors and the indoors; Photograph by Niveditaa Gupta
    Zariboota store is made wholly in brick, an ode to Indian craftsmanship and the earth; Photograph by Niveditaa Gupta

    From the delicate threads of gilded gold that shimmer on a bride’s saree to mud bricks created from the earth underfoot, tradition lives on in many ways at the Zariboota store in Amritsar, Punjab, which encompasses and exhibits a diverse range of India-made apparels. Situated on the bustling Ranjit Avenue, it is imagined by Renesa Architecture Design Interiors for an entrepreneurial family involved in the world of fabrics and textiles for many generations. The project, aptly titled Mud Matrix, is a contemporary realisation of their long-preserved legacy.

    The entirety of the store has been imagined in brick that was made in collaboration with Jindal Mechno Bricks from the lands of Rajasthan; Photograph by Niveditaa Gupta

    Imagined by dextrous Sanjay Arora, Sanchit Arora and the team at Renesa, at the first glimpse of the store’s facade itself, a sense of enigma and familiarity lingers on, carried on throughout the shopping experience. Wood folding doors dot the floors and accompany the walls with glass panels and wicker creating a mood of transparency. The doors can be opened completely, connecting the inside and outside to appear as a seamless whole for conversations, celebrations and community gatherings.

    The store is composed of curved, overlapping areas, within which display areas are tucked; Photograph by Niveditaa Gupta

    A story in brick

    The interiors have been wholly fashioned in bricks, an acknowledgement of humanity’s existence, from dependence on and return to earth. Created in collaboration with Jindal Mechno Bricks using mud from Bikaner, Rajasthan, the bricks are fired at a controlled temperature that gives them a distinguished identity of deeper browns and warm taupe, creating tranquil, earthy tones that cocoon an individual’s aesthetic sensibility.

    Wood and cane furniture from Studio Fragments break the monotony while maintaining the earthy aesthetic; Photograph by Niveditaa Gupta

     

    Tucked among the bricks are a variety of materials that lie at the cusp of the past and the present; Photograph by Niveditaa Gupta

    At Zariboota store, the bricks become living entities that traverse across the walls and floors, guiding movement across the overlapping, curved partitions they make. Within this, they house display sections, transforming the retail experience into that of exploration and discovery.

    Punctuated by furniture, lighting, mirrors and artefacts made in brass, wood and woven wicker, the store is a contemporary reinterpretation of age-old handicrafts.

    Deep browns and warm taupe lend a certain rawness to the space; Photograph by Niveditaa Gupta

    With an emphasis on the customer’s experience, the neutral yet textured brickwork is unimposing and directs one’s attention to the intricately detailed apparel on display. Brass display systems across the curved walls, focal pedestals and internal columns create a smooth transition, enabling a smooth transition between the contrasting structure and the fashion it hosts. 

    Lighting from White Lighting Solutions and IndiHaus Lighting illuminates the merchandise, ensuring that the merchandise remains the centre of attention; Photograph by Niveditaa Gupta

    Fitting rooms, backend offices, tailoring workshops, and inventory storage are out of the direct line of sight, offering an uninterrupted shopping experience. With carefully planned spot and mood lighting, retail remains at the centre of this design marvel.   

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