Design to highlight fashion spirit

In October 2003, CDE reconstituted into a private limited company. CDE has a well balanced design panel that offers services in various sectors such as hospitality, retail, industrial projects and mixed used developments. The firm is active on home ground Bangalore and the southern zone, but its style is not bounded by any regional influences and is predominantly an adaptive style spanning from classic to eclectic to contemporary.

CASE STUDY

Anahita, a multi-designer store, occupying an area of 4000 sq ft seeks to redefine fashion in Hyderabad, by bringing in a range of designers like Rohit Gandhi & Rahul Khanna, Ranna Gill, Gaurav Gupta, Indian by Manish Arora, Pankaj & Nidhi to name a few. Also exclusive to Anahita are collections from Tarun Tahiliani’s SS’2011, Anand Kabra, Delna Poonawala, Gauri & Nainika and Kidology.

This contemporary retail space reflects both, modern and traditional fashion in an equal ease. Anahita dedicates an individual space to each designer keeping in sync with his or her vision and sensibilities. A keen focus on comfort and privacy is reflected through the concept of the VIP room. Centre for Design Excellence Pvt Ltd (CDE) was appointed as the store designer under the guidance of Anand Puri , CEO of CDE. The project was completed within six weeks this year.

Anahita means the immaculate one and is reflected by the clean-cut interiors of the store. The idea is to present to the clientele a very clear message from each designer every season. It is an exclusive boutique store for the niche market.

This contemporary retail space reflects both, modern and traditional fashion with equal ease. Anahita dedicates a space to each designer, concentrating on keeping his or her sensibilities intact. A keen focus on comfort and privacy is reflected through the concept of the VIP room.

Straight lines, elements of glass, brushed steel, smoky matte flooring, all white walls and furniture with yellow accents portray the character that is, Anahita.

Intelligent use of colour and materials

Yellow being the key colour, reflects the various elements of the store. The design intent was to create efficient planning with the interiors not competing with the product range. Each designer was designated with their own space identity hence the use of neutral tones of colour. The store had soft smooth curves to complement the product range. The overall look and feel was to create a cheerful and friendly ambience with a sense of warmth.

Special focus was given to the lighting of the store to maintain focus on the merchandise colour. The idea was to complement the trendy style of the store, hence the selection and use of material played a key role in design, thus less of wood and more of white gypsum boards were used. This justified the design philosophy of sustainability and green design. Therefore, environmental friendly rubber wood was used to avoid use of hard wood. While working with restrictive budgets,  CDE came up with a cost effective design solution which is also housekeeping friendly for longer durability and easy maintenance.

The shelf-life of any interior outlets is very low, therefore, designs would constantly evolve. Material selection would have to be flexible thereby permitting the end user towards change. I see India as the future for the growth and evolution of retail design. Until two years ago we were following the world in retail design, now in the coming two years the world will follow our designs.

Anand Puri, CEO, Centre for Design Excellence Pvt Ltd