The new retailing for Yamini store at Ishanya aims to draw out the identity of the brand and its aspirations. The interior design response was two-fold: first to develop the concept of a “wrap” in a way that it transformed itself into a canvas for the display of different products in different ways at different times. This was driven by the fact that the focus was mainly on display rather than stacking of merchandise, which includes fabrics and related finished products.

Second was to develop this Yamini Store’s outlet as a pilot project whose processes and resolution could be used as a model for forthcoming showrooms of the brand. This also marks a departure in the design strategy of the previous outlets as the interior space has an architectural spatial quality, wherein elements are designed as a skeleton to receive user-specific additions.

Methodology of exhibiting products

The aforementioned wrap in plan that was detailed almost as an open grid with three of Yamini’s product lines - bed, dining and bath. Inspired by the fluidity of fabric and the Mobius strip, the wrap allowed for a changing methodology of exhibiting the products. It is flexible – the entire form gently curves producing variations in height across its length, while remaining a neutral base for the colorful displays. 

Essence of the grid formed metal rods

The essence of the wrap lies in the simplicity of its structure, a grid formed metal rods. Reminiscent of a set music piece, where each variation, each dip and rise is well thought of and it all comes together to form a coherent whole.