Retail Spaces are fast evolving beyond mere centres of material transaction; outlets for brands are often their most effective communicators of individuality and ethos, a tactile interface between the company and the customer. 

Embodying the brand’s commitment to excellence carried forth over five decades, the visual lexicon developed for Amrapali celebrates indigenous craftsmanship and tactile intricacy. Tribe, Amrapali’s offshoot, caters to a younger demographic – manifesting its core values through a bolder, vibrant expression. The retail outlet for Tribe at Select Citywalk, New Delhi, concretizes these values in a spatial format.

The layered spatial experience draws inspiration from tribal patterns and tattoos, underpinned by an expression of Amrapali’s Jaipur roots. Drawing from these influences, Jaipur-pink walls and a patterned cement floor form the interior shell, with a series of blackened metal screens placed within.

Keeping flexibility and ease of reconfiguration in mind, the display scheme has been designed to create a meandering journey through the store, inducing a sense of deliberation in the user’s movement through the space. The scheme uses wooden display devices, handcrafted and flamed for an even black finish; the devices have been hewn in geometric patterns and chiseled to add texture – understated in their visual appearance, the devices shift the focus entirely on the jewelry on display. The layered spatial arrangement also helps increase the display capacity within the 300 sq.ft. layout.

In sync with the pieces on display, wall art in tribal motifs accentuate the space; mirrors have been installed along the display cases, to help define smaller zones within the layout for specific collections. The wooden display panels have been designed to function as independent, movable units which can adapt to varied store layouts; these devices add a second, dynamic layer to the shell – one which shifts and changes as per the requirements posed by the current collections in the store.