Ayouthveda Store: Where the Luxury Meets Organic And Create Direct Connection With Generation Z | Design by Meta

In a space where ample brands exist today and borrow from the history of Ayurveda in a romanticized manner, there is a huge void in the space where Ayurveda meets modern science. Ayouthveda, upcoming beauty and personal care brand in the market, envisaged their flagship store with a youthful spirit. Modelled by Nomita Sawhney and Abhishek Rustagi of Design by Meta, the retail store’s setting and experience spell an approachable luxury; organic roots and an instant connection to generation Z. 

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Retail design is all about creating unique experiences that capture the brand's promise while purposely helping the customers to reach their own aspirations. The spatial arrangement of the store enables ease with which a customer navigates the store and interacts with the merchandise.

Beige and Grey Colour Palette With Muted Gold

The palette consists of a muted gold shade, with hints of beige and grey along with the brand's colour (navy blue shade). The experience in the design is lightness and airiness surrounded by nuances and objects of nature and Ayurvedic apparatus.

The shelves themselves are derived from this idea of apparatus in their stick-like structure with mirrors and shelves attached. A warm beige textured surface envelopes the walls. 

Celebrating Imperfections in Nature 

The central piece of resistance is the rattan weave cabinet which curves up to the ceiling with an array of mirrors set within a grid. At the center of this grid, the customized glass chandelier (by Artu Lighting) cascades down.

The chandelier has abstract elements of the letters of "A" and "Y" of the brand with crystal pieces and leaves which seem to be a part of the branches of a tree flowing down. The glass sections of the letters are handmade and have soft edges telling us the story of imperfections in nature and its beauty.

Continuing the textural play of gold, the planters take a glossy finish of hand-polished brass. The direction is inspired by old school containers in an Indian Ayurvedic laboratory and blends it into a contemporary concept of displaying natural elements.

Focal Point- Cold Cream Inspired Gold Dome

The premier highlight of the design is the cold cream-inspired gold dome-like suspended display stands. These are placed symmetrically aligned to the cash counter on either side from the long entrance.

As the shop is a corner one and open from both ends, the design required a display stand that looked similar from both entrances, hence the circular form of design. 

Fusion of Traditional Indian Architecture and Brand’s Ideology

Traditional aspects of Indian architecture and the brand's ideology have been infused into the design. Like the "Bela pattern" which is present in the brand's packaging. This pattern shows up as a decorative band on the edge of the ceiling or a section of the furniture. The idea is to celebrate the pattern without it being the highlight in the design. 

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Subtle tones and textures mix with patterns of weaving and decoration to highlight chaos in an otherwise perfect world. The design makes for a warm welcoming space to explore the Ayurvedic knowledge base of years of research and development of the AIMIL pharmaceutical group to showcase their products in a young avatar yet highlighting the brand Ayouthveda's rooted connection in Ayurvedic tradition and immersed in nature while being connected to science.

The main concept for visual merchandising (by Brijesh Dahiya, Gulabo Design) is Alchemy. The concept of Alchemy, inspired from AIMIL's legacy of pharmaceutical history, talks about merging Ayurvedic knowledge with the scientific approach.

Visual merchandising includes features like sleek wooden/metallic shelves resting on slim brass metal legs containing a carefully planned experiment of natural ingredients, herbs, and plants ( artificial ) set in an arrangement of clinical apparatus.

Offsetting the fluidity of a lot of organic elements of display and visual merchandising in the store, the product display has a very no-nonsense and regimental arrangement. A perfectly aligned and stiff line of products brings a sense of symmetry and 'science' to the organic Ayurvedic floral and plant-based decor elements.

Project Details

About the Firm

Headed by Nomita Sawhney and Abhishek Rustagi, Design by Meta is a multidisciplinary practice active in architecture, interior design, urban planning, product design and most recently branching out into the retail sector by the name of PINE CONE DESIGN.

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