Fluidity and Motion in a Jewelry Store
Text: Ar. Ramiz Baig
Photography: DAZ Studio
Client: Late Mr. Khalid Shafique
Designer: Danish Azar Zuby
Area: 900 sq. ft.
Year of completion: Nov 2004
A successful designer has a unique ability to connect with their clients. The designer in this case would have had to understand the workings of the jewelry business. This knowledge would have allowed them pinpoint the exact needs of each jeweler and bring out their skills to bear on their specific and individual requirements.
Jewelry stores are different from most other retailers that is they depend on higher profit margins instead of more sales as their products are generally pricy. Architecture has quite a role to play in implementing this sale strategy. The environment designed thus has to be conducive for the client to be able to comfortably spend time in the space. Sometimes clients come in large groups and thus the space should accommodate that activity.
The designer had an enriching experience in mind while developing this project conceptually. One gets the feel of fluidity, colour and “lounge” like space. The façade is independent of the existing buildings structure and is kept free flowing. The dynamic skin wraps around the form, almost draping. This gesture creates a soft curvilinear approach to the shop; inviting the customer in. the façade also gives the customer hints of the products and the interior to interestingly shaped openings almost reminiscent of kaleidoscopes.
“The motif was used as a decorative entity on the column on the front corner. Originally this was the biggest problems to resolve in the shop design but later it became the main feature of the façade. The serpentine and organic theme in the interiors was a conscious decision but a few straight line were unavoidable. The curvy tendrils in forefront were coincidental at the photo session.” Danish A Zuby
Security is always a major concern when designing jewelry stores. Due to Karachi’s sensitive law and order situation the jewelers have mostly taken to the new “mall” concept. The client also feels secure as no one on the street can tell where they have shopped. Here though we see a “flagship” store located at one of the junctions where the two upscale locales of the city meet. With the existing market presently catering mostly to the womenfolk in general it is a good location for such a business activity.
The exciting form and space conceptually is somewhat diminished due to the choice of materials, colour and tone which pre dominates the store. In the design stage the internal space had an almost unreal feel to it, reminiscent of architecture depicted on Tatooine from the universe of star wars. One feels there was a strong desire to take the shop in a different direction to what it ends up with. The language with which the design is executed is similar to what is used in designing mainstream jewelry. The architectural detailing is thus an offshoot of the product for which it is designed for.
This store is spread on two levels with openings designed in the slab. This helps in visually and experientially opening up the space. The visual connection it makes amongst the floors also creates a convenient opportunity for continuous vigilance which aides in security without it being imposed.
Every jeweler is different – from the way they merchandise, to the way they sell, to the way they service their customers. It is in these characteristics that the designer has to find the elements that give them the insight and direction needed to design and build a store that reflects their personality and their own unique way of doing business.
Photography: DAZ Studio
Client: Late Mr. Khalid Shafique
Designer: Danish Azar Zuby
Area: 900 sq. ft.
Year of completion: Nov 2004
A successful designer has a unique ability to connect with their clients. The designer in this case would have had to understand the workings of the jewelry business. This knowledge would have allowed them pinpoint the exact needs of each jeweler and bring out their skills to bear on their specific and individual requirements.
Jewelry stores are different from most other retailers that is they depend on higher profit margins instead of more sales as their products are generally pricy. Architecture has quite a role to play in implementing this sale strategy. The environment designed thus has to be conducive for the client to be able to comfortably spend time in the space. Sometimes clients come in large groups and thus the space should accommodate that activity.
The designer had an enriching experience in mind while developing this project conceptually. One gets the feel of fluidity, colour and “lounge” like space. The façade is independent of the existing buildings structure and is kept free flowing. The dynamic skin wraps around the form, almost draping. This gesture creates a soft curvilinear approach to the shop; inviting the customer in. the façade also gives the customer hints of the products and the interior to interestingly shaped openings almost reminiscent of kaleidoscopes.
“The motif was used as a decorative entity on the column on the front corner. Originally this was the biggest problems to resolve in the shop design but later it became the main feature of the façade. The serpentine and organic theme in the interiors was a conscious decision but a few straight line were unavoidable. The curvy tendrils in forefront were coincidental at the photo session.” Danish A Zuby
Security is always a major concern when designing jewelry stores. Due to Karachi’s sensitive law and order situation the jewelers have mostly taken to the new “mall” concept. The client also feels secure as no one on the street can tell where they have shopped. Here though we see a “flagship” store located at one of the junctions where the two upscale locales of the city meet. With the existing market presently catering mostly to the womenfolk in general it is a good location for such a business activity.
The exciting form and space conceptually is somewhat diminished due to the choice of materials, colour and tone which pre dominates the store. In the design stage the internal space had an almost unreal feel to it, reminiscent of architecture depicted on Tatooine from the universe of star wars. One feels there was a strong desire to take the shop in a different direction to what it ends up with. The language with which the design is executed is similar to what is used in designing mainstream jewelry. The architectural detailing is thus an offshoot of the product for which it is designed for.
This store is spread on two levels with openings designed in the slab. This helps in visually and experientially opening up the space. The visual connection it makes amongst the floors also creates a convenient opportunity for continuous vigilance which aides in security without it being imposed.
Every jeweler is different – from the way they merchandise, to the way they sell, to the way they service their customers. It is in these characteristics that the designer has to find the elements that give them the insight and direction needed to design and build a store that reflects their personality and their own unique way of doing business.
0 comments: