Some store façades offer a great opportunity for designers and architects to create a statement of launching a brand and embodying its philosophy in the physical form.
Reliance Retail recently launched the first flagship of ‘Swadesh’ at Jubilee Hills, Hyderabad, positioned as a spectacular showcase of Indian art and handcrafted products.
Swadesh aims to revolutionise the way India’s age-old arts and crafts are perceived globally. The store, which has already created quite a buzz, was designed by FRDC and JGA with the design team diving deep into the brand vision and ethos to craft a unique experience.
The idea of ‘Swadesh’ was to create a befitting ‘retail experience’ which creates a canvas and an environment for indigenous and exquisite Indian crafts depicting authentic artistic skills and hand techniques passed through generations.
The store design principles are based on – Local. Familiarity. Authentic. Craft Techniques. Traditions. Sustainability & Scalability.
The flagship store which stands at a prominent corner of Jubilee Hills Hyderabad, offered great prospects of a grand entrance, bay windows, and a stately exterior spread two ways. A unique brand signature for the store lies in its façade design where the local context is amplified using local/regional materials and signature brand elements like custom-made cast iron jaali.
The design approach was driven by the idea of it being elegant yet magnificent, bringing in a sense of belonging and authenticity – which is a core pillar of Swadesh and its brand promise. It was inspired by the colour of Indian soils and textures of Indian wrought iron jaali.
The building’s existing façade was articulated and modified to bring in maximum daylight by opening up side windows using clear Low E Glass and capturing daylight and views from the front porch too. This saved some 30% of energy consumption during the daytime. To restrict heat absorption, pure linen fabric shade blinds were used inside glass to control heat from the south side of the building. This was also important to protect precious handmade art & craft products, which have been crafted with natural dyes and materials and are sensitive to harsh daylight.
Quick Facts:
- Project Name: Swadesh
- Location: Hyderabad
- Client: Reliance Retail
- Architect: FRDC + JGA
Other Consultants:
- General Contractor- Chooyal Pvt Ltd
- Fixture Vendor- Disha Retail Fixtures
- Lighting Vendor- Plus Light
- Mep Consultant- Structwell Consultants
- Structural Consultant-Smart Minds Engineering
- VM Vendor- Disha Retail Fixtures
- Landscape Vendor-Beruru
- Signage Vendor- YFA Advertising
- Doors And Windows Vendor-Schuco
- Glass Vendor for Doors N Windows- SA Glass
- Plants- Paudhe se Yaari
- Materials used for façade & fenestration: Sandblasted Cashmere, Cream granite, Limocoat, Stone lam, MS Swadesh Jaali, White lacquered glass, Schuco Aluminium sections doors and windows anodised to match gold seastone, Trimless Halo Lit signage letters finished in PVD Coating to gold seastone.
- Commencement Date & Completion Date:
Commencement Date – March 2023 & Completion Date – November 2023
