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The brief of the project: Our design brief was to create a unique experience for a one of a kind sneaker store, that drives and enhances the sneaker community.

The design intent: At JointStudio, we wanted to change how sneaker brands are perceived all over the world, Our aim was to create one of kind experience that transcends from not just a store but to a sensory guide that takes you on a journey into India, Delhi to be particular. Rather than keeping a grey white color palette which is an obvious choice for a sneaker brand, we went to a warm, earthy color palette, or as you can call it Warm Indian colour palette. We wanted to celebrate our heritage and infuse modern simple elements to create a truly unique space.

We wanted to break away from general look and feel of a sneaker store, we decluttered and removed all frills and strip the space to bare minimum, where practicality was our driving force and monolithic nature of a space became our unique design thread. Our major inspiration was Forts of Delhi, like RED FORT, specially with the heights we had, about 16ft, we wanted to explore retaining the heights and bringing in a sense of familiarity to the space by using local materials such as Sand stone, Terracotta, Terrazzo and glass bricks as main materials in throughout the space. These materials are familiar materials to Indian customers, we have grown up looking at these rich colours all around us, this brings in the emotional memory connect to the store.

The site: The site was given to us as a bare shell, with amazing heights, which is a rare thing in Delhi, we wanted to make full use of the sheer grandness of the height and play around with the scale of the space, although just 1035 sqft for the ground floor, it looks much bigger because of the correct use of the height. Same goes for the Basement the height was about 14-15ft, and that gave us the opportunity to play around with multiple elements like large scale walls with curves and bends.

The spatial configuration/flow: We incorporated curves with geometry as our usual design statement, we wanted to create a minimal space with unique interesting elements that de-clutters the space and gives you a sense of playfulness yet a simplistic touch to it, which was achieved by the monolithic nature of the space. Ground floor, is divided into steps where multiple experiences can take place on each level. Walking into the store first thing that strikes you would be the sheer scale of the space, then you can see scaled out version of shoe laces right in front thats our multipurpose wall, its not just a sculpture that celebrates Indian wooden carving but also serves a major purpose of showcasing multiple products. Nothing in this space is for show, it all has a reason and a purpose behind its existence. Even a simple thing like a mirror is planned at an angle for maximum view points across the space. Walking on to the steps towards the shoe display wall, you would encounter interesting multi level clothing racks, that can be accessed from a step below and a step up, these racks were custom made to to accessible from all angles. Going ahead on top stair you would find bench cum display areas, plus the steps double up as event space and sitting space. Once you reach on top, the shoe wall can be experienced in all its glory and to make this experience unique, you will see a clear acrylic tube, a modern take which attempts to recreate the experience of old school shoe dropping. It all comes together with a singular element all across - terracotta color and large scale concentric lights.

Basement, A space that takes you literally through a self reflective journey, its a walkway staircase with reflective mirrors on walls and ceiling creating a visual treat for your senses, where it feels as if its a journey through infinity to reach to this space called ‘the Basement’. With a sense of calm, this space has some unique elements for a visual treat. You enter with a sense of awe, with a counter that is devoid of any frills, text or forceful push to buy, its a non assuming space. A community driven space, has some interesting curvy walls and spaces to sit. with a central ceiling hung installation which is reminiscent of the stairs you just passed, with reflective surface for your delight. It all again comes together with a singular element all across - terracotta color and large scale curved lights.