PANJIM: Ulhas Jewels needed a new retail concept for its exclusive diamond jewellery line and create an image that breaks away from standard neutral tones of the existing jewellery stores.
Situated on a bustling street in Margao, this 1,600-square-foot showroom split into four levels was designed as a refuge from the heavy traffic and noise outside.
The building abutting three roads with its three-sided facade is enveloped by formations that resemble a diamond studded box. The shell of the facade in dual colour ACP alters its colours when seen from different angles and features an array of colour-changing LEDs that envelope this molecular structure creating scenes at sunset through the night. The exterior was consciously crafted to draw attention on several levels.
Once inside, a further shift in palette offers an increasing sense of intimacy as guests move deeper into the spaces.
The first floor, guests are greeted by the “sparkle” theme. Mirror-hued metallic tiles punctuate the distant wall as if to suggest that the space oozes diamonds.
The second floor, though the concept remains the same, the vocabulary of elements in design changes to lend a differential look to the floor.
The ornaments are shown to the guests over the sales desk and are kept in sleek trolleys that are placed handy to the sales consultants.
A new concept has developed here in jewellery retail. You don’t see the glittering ornaments displayed just like in a supermarket. A high-end luxurious commodity has to be portrayed in a better way and hence this concept of sales desks.
