Anonym 2.0

Design Firm: Sona Reddy Studio
Principal Architect: Sona Reddy
Location: Hyderabad, India
Project Typology: Retail
Photographer: Richa Kashelkar

This retail boutique was conceptualized as an extension to the previous franchise outlet also executed by the studio but this time around with a varied creative impetus at its core. Anonym 2.0 is home to a plethora of Indian Designer garments & custom accessory collections that are emblematic of artisanal & unconventional identities.

The Bohemian-inspired space celebrates an open flowing floor plan that makes for the quintessential visual base for the crafted garments to assume the limelight & be the protagonists in the store. The color white has a dominant omnipresence in the space & has a blended-in sense of warmth kudos to the cane & fabric circular frames that are suspended from the ceiling. These curated ceiling features add on to the free-spirited & textural strain of design that is seen ubiquitously across Anonym 2.0.

Minimalism as a core concept has also been built upon via the usage of seamless glass facades which pave the way for flexible visual merchandising opportunities for the large inventory of the store. MS rods painted white pose as display & partitioning sections and have been paired with glass shelves to keep the look sleek & uninterrupted.

Anonym 2.0 has been created around the grounding notion of bringing to its visitors an experiential retail visit that redefines the absolute norms of ‘simplicity’. An ingenious approach where a nature-inclined inspiration has been meshed in with the contemporary – bringing to one a conscious way to revel in the vastness of Indian textiles.

This piece was curated for the design studio’s portfolio on their website.