Tuesday, June 24, 2014

USI Store

Uni Style Image (USI)- a fashion brand aimed at the young professional had planned multiple store renovations and several new stores across the country. The design intent was to rethink their in-store concept; Their production facilities were also scattered and wanted to combine design, production and warehousing under one roof.

The strategy was to create 6 strong “designed objects” within the store- these would be flexible enough to be moulded to individual configurations, yet retain their character and help brand recognition. We also suggested incorporating the brands philanthropic initiatives with the in-store design, to foster brand loyalty. The 6 objects were:
The T-Shirt Wall – USI had a strong T shirt market and we emphasized that by designing a wall panel that would comprise of several T-shirt fronts stitched together
The Big USI Logo – An oversized logo carved out of wood, meant to be placed at a focal point
The Store Window – The typical mannequin arrangement was eschewed in favour of strong brand imagery
The Changing Room –The handles were designed as mini-USI logos and the spaces were made comfortable enough for two, eliminating the age old problem of peeking for approval.

The Big Wall – A panel highlighting the brand’s philanthropic initiatives
The Sheesham Furniture – Cash Desk, Gondolas, Accessory Stand, Mirrors and Benches; were all designed and manufactured in Sheesham, a hardwood native to Northern India.

Several stores were executed with this approach, and the high level of component standardization meant that raw space could be converted into a bespoke design with 4 weeks.
For their production facility, a complete audit of existing processes was undertaken and documented. The factory floor was then designed to optimise workflow and minimize inter-floor movement using the existing machinery and warehousing strategies. The design and administration offices were designed as open plan work spaces, occupying an area toward the front of the facility.

These projects were executed while collaborating with Mad Cow Design, a design initiative by Ms.Sarika Grover &Ms.RashmiSethi.

Completed –            2008 through 2010
Area –                     2000 sq.ft.through 6000 sq.ft.
Location -               Delhi, Patiala, Aizwal, Ludhiana, Noida

Thursday, June 5, 2014

Playhouse Competition


 Magnetism is a source of wonder for all of us, the action at a distance remains one of the most evocative science experiments for children. The playhouse is a way to engage young kids and invite them the learn more about this fascinating phenomena. Consisting of a curved interior path inside the iconic shape, the magnet can be made from a basic wooden frame and covered with flexible ply. The trademark grey and bright red colors help define the shape. If the budget allows for it, magnets can be incorporated into the frame to allow children to experience the phenomena.


The Maze is an architectural trick, a composition of passageways that lead to nothing and the elusive path to freedom. In the playhouse, an additional twist is added by way of vertical movement, with steps that lead nowhere and one set of steps that lead to a viewing spot, allowing children to experience the world from an adult’s perspective. Besides the photo opportunity, it also allows us to subtract volumes from what is essentially a modernist white cube. The interiors are painted in disorienting colors to add to the experience of being lost in a maze.


The Nut & Bolt assembly is one of the great icons of the industrial age. Consisting of two simple interlocking components, they are a fundamentally recognizable shape. The playhouse is a means to educate children about how the simple act of rotation translates into a vertical movement. A locking mechanism is incorporated to prevent it from moving above the reach of children. Constructed on a basic wooden internal frame with ply covering, it will painted in bright contrasting colors.