A traditional shopping experience is re-presented as a contemporary retail narrative communicating the luxury and heritage of the brand while helping it reinvent and familiarise its legacy to a younger audience as a one-stop shop for handcrafted textiles.
The brief from Raisons, a family-owned business founded in 1969, was to create a distinct retail identity as part of a rebranding exercise, which would give coherence to its mixed range of merchandise and attract a younger customer profile while retaining older clients.
The new identity of four product categories - Unstitched, Stitched, Fabric Yardage and Saris - was translated with the core concept re-presenting a traditional shopping experience as a contemporary retail narrative communicating the luxury and heritage of the brand. The key intervention creates four distinct zones to narrate the story of the fabrics, build a sense of ease with the density and enable interaction of the customer with the product through dynamic displays. The design uses the premise of metaphors for three main zones: Market, Gallery and Archive.
The Market is a celebratory representation that incorporates the maximum product density of the brand through a self-browsing inclusive experience familiar to the organised chaos of a bazaar. The Gallery becomes the storytelling feature of the store: providing an insight of the brand through displays and narrative devices such as an abstracted loom and artefacts like printing blocks capturing handcrafting techniques and styles. The Archive showcases the most premium aspect of the brand, its valuable heritage collection.
A warm monochromatic space, the restrained palette of Indian marble, mild steel, brass and timber offsets the rich colors of the textiles. Interspersed within the space, brass mesh screens on metal rods create a sense of transparency between zones and visually expand the footprint of the space. The patterns on the screens and the Indian marble flooring inlays take cue from various weaving designs that have been derived as part of the brand identity. A bespoke contemporary line of furniture with clean silhouettes adds to the streamlined nature of the store.
The display systems and stands have been custom-designed with precise reference to the collections and how they need to be shown, draped, browsed and stored. Slim modular units in mild steel, brass and timber allow flexibility in product display without cluttering the space; a critical stratagem behind the design given the context of merchandise density and available area. Attention to detail through elements such as specially-designed storage baskets examine how unspooled textiles can be gathered and redisplayed by the staff without hindering time or space.