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Photograph: Sanjay Borra Photography

Hyderabad-based Etania Architects has designed the Retail Design Redefined, which involved converting a bare shell into an ethnic store with a warm and welcoming ambience. The space is now a large open plan with a central section for styling and a see-through partition visually connecting the areas. The client wanted ample space for influencer marketing, events and in-store customer engagement. Enclosed spaces such as the store and trial rooms are planned along the periphery. Ethnic designs don’t have decorative elements, but are treated in a contemporary manner.

The design is inspired by jaalis and arches to create a signature look, with displays arranged in vitrines along the perimeter. A brown, beige and green colour palette is chosen with the floor tiles, textured walls, arches and furniture respectively. Wall-to-ceiling stucco paint behind the arches highlights the displays, and not the design character. The firm used 3000 lighting fixtures including chandeliers, profile lighting, track lighting, bulk heads and hanging lights. Arches and pillars are done in smooth finish with carved mouldings enhances aesthetic appeal.