Ethos, Chanakyapuri, Delhi

Category: Retail
Location: Chanakyapuri, Delhi
Year: 2021


A prominent watches retailer, Ethos has forty-six premium stores across India spanning multiple formats that cater to every one of its clients. The brand’s language balances elegance and extravagance with its wide range of products starting from entry-level to high-end luxury.

The façade design, spatial layouts, architectural elements, materiality, colour palette, and lighting schemes, all reflect a modern luxury imbued with warmth. Simplicity and serenity anchor the layouts. However, the standout elements here are the unusual materials chosen, both in terms of colour and texture. 

The extensive use of exposed concrete in various colours demarcates entryways, distinguishing sections for watch brands. Here, the play with exposed concrete allows Ethos to connect brands of equal renown while stitching together its own identity as a boutique. Wood panels are serrated with flutes, providing a subtle texture to the otherwise plain veneers. To add an opulent accent, a touch of champagne gold metal is used to accentuate tones of grey and wood. This combination is used on trims and profiles, especially on the abstracts and artistic lattice on the lower facia of all the watch counters.  

While some brands provide their own unique brand displays, others have opted for the conventional furnishings produced by groupDCA including wall modules, island counters, and vitrines. The flagship stores blend materials and elemental furniture for an aesthetic balance. The flagships are also adorned with boutique lighting highlighting in-store displays. To enhance its impact, the common areas of the store are relatively less-lit. Bespoke chandeliers over the central seating are ring shaped to resemble watch dials “floating in space”, underlining Ethos’ brand identity further. 

The overall design intent of the flagships is to present a complete brand story in its authentic language.