Orra Jewellery Store
Retail I South Ex, New Delhi
Client Intergold Gems Pvt. Ltd
Area 6,900 Sq. ft
Status Completed 2010
Photographer Amit Mehra
Team Shimul Javeri Kadri, Ushma Mehta
Within the all-black store with silver highlights, the use of the logo as a screen textured black wallpaper and textured black brocade fabric work to provide subtle richness of texture.
The mystery of the diamond – emerging sparkling & flawless out of the blackness of coal – is what Orra at South X has attempted to capture. The store is a shift from Orra’s evolving brand identity, which emphasizes the facets of the diamond and the European heritage of the brand in its flagship store in Mumbai.
Silent black and silver highlights
At south X, with the opportunity to use the vertical façade of the building amidst the cacophony of images & brands, we chose to commence the “mystery” at the façade level. The “silent” black glass façade with the twinkle of lights shining through is actually a glimpse of the story within and a direct antithesis to the surrounding environment. The story continues on the inside with an all-black environment highlighting the diamond jewellery. The drama of the 12’ high mirrors and the swirling trees is a setting created to enjoy the luxury of fine jewellery in an aura of romance and mystery. The suspended staircase, already part of Orra’s brand identity is at its best here in the 3 level space, lit selectively to continue the enigma of the design. Lighting diamonds, reflective mirrors and black surfaces was a challenge.
Fine jewerllery and silent textures
Within the all-black store with silver highlights, the use of the logo as a screen textured black wallpaper and textured black brocade fabric work to provide subtle richness of texture. Large graphics - all-black backdrop complement the store and product. Space, brandings, graphics and materials have all been closely orchestrated to generate the rich, textured silence in which diamonds glow.
Featured in May 2012
