Luxury Retail Showrooms by Group DCA

The renowned Gabrielle Coco Chanel said, ‘Luxury is a necessity which starts where necessities end’ (Karra, 2011). True to its essence, Luxury in fact is a necessity that is linked to individuals with a high profile, and as a tool, luxury products are optimised for high visibility and as specific means of communication. Enhancing Desire more than the mere function of meeting the customers’ needs, Luxury products usually convey a compelling story that is well- presented and packaged to breath-taking perfection.

All top Retail Stores, typically, operate only as a window to display products; however, in the recent years, with the ever-increasing onslaught of luxury products in the market and the competition, the experience inside a retail store is as crucial as the brand itself. Focusing on the sensory, far beyond the transactional activities,the most important point to keep in mind while designing top retail design luxury retail store is that it should be Future-ready with a next generation design/layout and create a fashion statement.There is an increased focus on lighting, materials, display systems and the interior decor, and the cost of lighting and sourcing is a vital part of the entire process, therefore being done only through selected vendors. Day and Night Lighting moods and effects are conceived with exclusive design intent with no compromise on the lighting fixtures.

Working with the adage of ‘Outer beauty pleases the eye, whereas the inner beauty captivates the heart’, the layout of the store is crafted experimentally in order to create dynamic forms within the store. For example, instead of the traditional horizontal or vertical seating arrangement, round arrangements have now become very popular. And then to please the eye, the external façade becomes the highlight, symbolically representing the brand. For example, according to the store’s requirements, the entrance areas are now looked at in detail with additions being made to the immediate external environment such as the stairs, the plants and even clutter-free parking areas are designed exclusively. The façades and the display window have of course seen a major transformation in the past few years. Grandeur and Luxury go hand-in-hand, and store owners are guiltlessly ready to spend more on the façade than on the interiors. Materials with an inherent quality of timelessness such as wood and stones such as Italian marbles are tapped as extensively on the façade as in the interiors.

In today’s global markets, where there is a new luxury brand every month, it is critical to stand apart from the crowd. The competition is no longer on just a local stage, but also in the global economy. Therefore, a lot of importance and thought is given to branding and signage with these becoming seasonal design exercises in themselves.

The execution process has changed a lot since the old business holders have handed over the business to the new generations, with a great emphasis on quality and the experience of customers. Even though in India, Cost saving for owners has been a major challenge, it is essential to achieve good design and good quality, all at great value. Technological investment is still upcoming, but the motivation is being acquired.

The luxury retail segment is still evolving in India. Emporio Mall in Delhi has been the game changer, in this one mall the whole of India got a taste of luxury retail concept be it layout, lighting, materials, details , merchandising etc. Group DCA are fortunate to have handled over 20 projects in this mall.

Luxury retail projects lay a lot of importance on shop front and branding. Materials used are usually very warm and merchandising is sparse. Each product is a hero!

After people visit a luxury store more than remembering the interiorsit is the product which is supposed to stay in their mind. Lot of emphasis is laid on making the merchandise look irresistible and comfortable.

On a technical side-quality of execution is sacrosanct. If the quality and detailing in the execution is not upto the mark it reflects on the quality of product being sold. This analogy is simply not accepted by global luxury brands. This is something we learnt  by doing these over 20 projects in emporio.  Today we have mastered this whole act of designing and setting up any luxury format across the country.

In today’s global markets, by simply placing a product in the market with a ‘luxury’ label attached, will not attract the targeted customers; Uniqueness of Store design, the appropriate ambience and experience, Diligent planning, execution and clever strategic marketing are factors that will eventually shape the success of the store.

Architecture Material Selection for Residential Projects

Having completed more than two decades in the Architecture Industry, Amit Aurora and Rahul Bansal, Principal Architects of groupDCA, one of Delhi’s best architecture and interior design firm, feel that ‘Selection of Material’ in today’s context does not get its due attention and scrutiny where as this aspect is of paramount importance and can affect the residents in the long run. The selection should be considered in accordance to the fact that one material blends with the others, the effect it has on the budget, the detailing and sustenance. Selection should also be in accordance to the climatic conditions and surroundings of the area. These parameters refer generally to the exterior spaces, however some considerations like textures, aesthetics along with the look and feel of the space should be considered while selecting material for interiors of a place.

As one of the best residential architecture firm in Delhi, groupDCA has executed some top residential designs in the country using locally produced or sourced material. Using traditional crafts keeps the environmental footprint low and encourages local craftsmanship which is the need of the hour. For example, an architect can use local material favoring the Indian climate even for luxury housing. A set of complementing materials should be utilized. Some architects do not consider this aspect earnestly. The biggest enemy for any architecture project is water and that should be analyzed before selecting a material.

Sometimes, the selection of material is based on inspiration. As to create a larger than life space, rich and elegant materials are used. At times, the subtle usage of materials and textures that blend seamlessly with the overall color palette, lighting of an expanse are given importance. Often we have been a little experimental using Ochre PU panels, and Calcutta White as the stone flooring material for a luxury jewellery store. With the advancement and availability of versatile technology, selecting the material is of paramount importance. This has given us flexibility as materials are being utilized in different ways. Like we used wooden doors and exposed brickwork in ash grey combined with sand blasted reclaimed wood used in the furniture as it is sustainable and added the required eclectic feel to the space.

In a nutshell, one should be conscious and aware in selecting the material for individual spaces.

groupDCA is an award-winning, nationally and internationally acclaimed, multi-disciplinary design firm. Known for its top retail interior designs, the firm is based out of New Delhi, India, providing services in Architecture, Interior designand Design Coordination across a wide range of building types. Founded in 1996, the firm is helmed by Architects Amit Aurora and Rahul Bandal. Over the last two decades, the firm has accomplished some of the best retail and hospitality projectsin India.

Luxurious Salon Designed by DCA in Delhi and NCR

As the salon culture basks in its budding trendiness and reputation, a stylish place to spend the beauty time, creates a more beautiful and relaxed self. With the society constantly moving towards achieving a ‘more luxurious lifestyle’, spending time in salons has become an important recreational activity for both men and women.

To cater to this growing trend, the well-known skin care brand O3+ distinguishes itself by tuning up its professionals in their advanced training centre, called Visage that serves as a learning place for all its staff. Creating a niche in design, DCA Architects has exceptionally crafted this comprehensive learning environment that is learner-centric, functional, aesthetically pleasing and strongly supportive of the brand’s identity.

As one enters into the reception, a tranquil space welcomes the visitors. The skin bar stands opposite to the reception, complemented by a sublime white ceiling over it. The warm lights in the space set the right atmosphere. Stretching out to the right of the skin bar, a full height display exhibits the brand’s tailor made world class cosmetics and skin care products. The wall also boasts the branding logo, displayed in black on a warm backdrop. Howbeit, the space is conducive to learning, yet provides a calm, comfortable and soothing environment that resonated with the brand ethos.

The reception narrows down to a lobby that leads on to the facial rooms and classrooms. The spatial planning is enabled in a manner that helps to give a less claustrophobic feeling to the space.

The classrooms are designed as per a commercial setting. The centre is equipped with high-class technology and lets the training staff gain practical experience, before stepping out into the real arena. The client’s desire for a soothing environment is satisfied by a neutral palette and warm details dotted throughout the space.The false ceiling in wood further accentuates the design, while highlighting the space and lending it a unique identity.

The model facial room that lies adjacent to the meeting room, is a replica of the actual space and showcases how the real space and service should be. The reclining styling, display shelves and frames all feature the clinical finish.The face sink is housed in a podium in the rear. The warmth and charm of the room is enhanced by Use of wood in some places.

The meeting rooms are used for conversations and discussions on how they are going to perform the services in their salons and what they have to work on. Lined up by large windows on one side, used to exploits the neighboring views. The ceiling is a feature in each room and breaks the monotony of the color tone. The grey in the ceiling creates warmth within the white, clean look of the space. The grey mat flooring and the touch of simplistic lighting is soothing and adds calm to the serene environ. The design still adds warmth, character and a comfort zone to the space.

The design for this centre is simple and evokes an aura of peace, calm and relaxation that attempts to create an indulgent space for the learners. This is achieved through design and the materials used in a clinical color and theme that is prevalent for skin care rooms world-wide.