Anand Jewels

Design Firm: groupDCA
Principal Architect: Rahul Bansal
Location: Bhopal, India
Project Typology: Retail
Photographer: Suryan and Dang

The expression of Indian heritage has inextricably found its roots embedded in the treasure trove of craftsmanship and artisanal detailing in our heritage. A torchbearer of our values across generations, jewellery in the subcontinent epitomises gestures of love and heirloom that are painstakingly passed on over decades. Anand Jewels as a brand have strived to encapsulate the undying essence of heritage and culture through every collection and venue they have founded across the years.

Anand Jewels and groupDCA have shared a professional relationship lasting up to almost two decades, wherein the design consortium has been able to witness the brand’s trajectory of growth from inception to its thriving success today. The driving impetus behind the newest venue’s conceptualisation arose from the client’s aspiration to reiterate the brand’s identity, one that could be emulated across a succession of stores. 

The most recent retail venue at hand was a part of the DB Mall premises in Bhopal. The anomalous profile of the site fuelled the thought process behind stringing together an engaging and unconventional internal layout. Kudos to the unusual shape of the site at hand, the ingenious layout created was atypical in its character. This spatial narrative enabled the creation of various sections in the different pockets of the floor plate which could host the myriad collections typology-wise. 

It allowed a patron to enter and curiously discover the spaces as they unfurled successively, revealing the spectrum of diverse pieces that were segregated genre-wise under categories of Gold, Diamonds, Kundan, Polki, etc. The VIP zone of the blueprint assumes centre stage within the narrative. Doused in a scarlet hue that bathes the walls, this segment hosts clients in an intimate setting with a focus on the larger-scale selection process that dovetails most Indian wedding festivities and ceremonies. 

This section in the store witnesses the juxtaposition of colour and elements of gold in an unabashed and bold persona against the pristine overarching neutral tones. Opulence becomes the protagonist as the deep vermillion-hued walls embrace the space, and the lustrous detailing in gold makes its debut in tasteful doses. The inspiration stems from the fanfare of sumptuous Indian weddings, wherein bright hues, traditional nuances, and heirloom jewellery become intrinsic parts of the celebrations. 

With a clear directive in terms of its pragmatic function and visual aesthetics, the design approach essentially becomes a sum of deliberate and impactful interventions that weave together the palette of the venue. The bespoke wall modules and vitrines have been rendered in a dark wood finish with undertones of a burgundy and deep blue hues that punctuate them suavely. The carefully selected velvet colours that adorn the modules have been curated based on how well they complement the jewellery on display. The burgundy tone creates a fitting visual backdrop to appreciate the warmth and sheen of the gold jewellery, whereas the blue lets the brilliance and cuts of the diamond pieces come forth in a defined manner. A curated medley of tables, warm teal-hued armchairs, ornate table lamps and display modules have been pieced together with a penchant for detail, creating a milieu that is functionally responsive and immersed in quiet luxury.

The central secular jewellery display counter introduces elements of gilded jaali work, creating an objet d’art that anchors the space and a detail that gets carried through in various segments of the store as a leitmotif. The positioning of mirrors in the store has been devised to amplify the reflections abundantly; bevelled vertical mirrors grace the space, creating a sense of expanse and grandeur. The monochrome flooring pattern is dapper and minimalistic; the checkered pattern in the heart of the layout layers the spaces with a visually distinctive character. Staying true to the clean lines that dot the space, the coffered ceiling takes its cue from the crisp geometry displayed across the flooring of the store.

Anand Jewels with its new branch under the spotlight nods to the coalition amidst the past and the present, wherein an old-world charm has been garbed in a contemporary identity while exemplifying India’s position in the world as a connoisseur of crafted tradition. Much like the jewellery it hosts, this store places an unflinching focus upon creating a newfound design vocabulary that is an effortless hybrid between traditional roots and contemporary design that transcends the realms of time.

This piece was published on RethinkingTheFuture.com, Architect and Interiors India (November 2021) and ArchiTravel (July 2021).