Lifesteel !
A contemporary look sprinkled with a dash of Indian designs makes the newly opened Arttdinox store in New Delhi an interesting space that complements the brand’s identity and the merchandise it houses. Designed by DFC, the warm hues coupled with home-like ambience sets the brand apart from the stiff environments of other stores in the genre.
A
rttdinox, a brand by Jindal Steels and Lifestyle, recently launched its first flagship store at the Defence Colony in New Delhi to offer Indian houses a contemporary design range of dinnerware and kitchens. “Jindal Stainless Limited provides best quality steel, so the objective of changing the business model from that of a direct retailer model into a store is to bring the excellent designs and forms in stainless steel tableware and home décor products to India. Each product depicts a relationship between the conventional Indian roots and modern living,” says Deepika Jindal, Managing Director, Jindal Steels and Lifestyle. Designed by DFC, FRDC, Bangalore, the store is a first of its kind in India to offer a comprehensive range of kitchens and kitchenware under one roof. Complementing the brand’s merchandise, the store has an international contemporary and minimalistic look with a distinct touch of Indianism.
An attention grabbing glass exterior outlined with the brand color, fuchsia, hence creating a visual signature for the brand
INdian Design
26
Glossy seamless Nesting tables feature large solutions for different occasions
27
powder would be too loud for the space; the warm ochre shade of turmeric has been used as a base for the merchandise to be displayed,” Sanjay adds. The upmarket environment is designed to be apt to feature its premium products. Glossy seamless Nesting tables feature large solutions for different occasions. Props such as fresh flowers not only break the monotony but also portray a home-like setting for the merchandise. According to DFC, the store’s color palette is muted for sophistication, hence natural washed ozone grey flooring, ceramic tiles on walls, and curvilinear shelves with LED in lighting, mustard/haldi yellow tint of glass as surface, all blend to create the desired effect and environment. Boutique lighting is designed to highlight merchandise and special features in the store and the ambient lighting a soft general lighting. Encouraged with a great response to the launch of its first store, the brand is opening its second exclusive outlet in Mumbai at the end of this year. Arttdinox has been operating through an extensive dealership network across 15 cities in India including metropolitans like Delhi, Mumbai, Bangalore, Ahemdabad and Pune among others l
Chanda Kumar
Brand Owner Deepika Jindal, Jindal Lifestyles Marketing & Communications Head Urvashi Agarwal, GM, Arttdinox The home décor section is designed on organic curved in-lit shelves that are inspired by the forms of the offerings
“We wanted to provide a design driven by Indian minimalism. We looked for inspirations in Indian and European kitchens. Featuring an eclectic selection of modular kitchens in stainless steel and home décor products in five categories of bar, beverage, dining, kitchenware and accessories, the store also combines a 'Design with us' corner for customization and client's specific needs,” shares Sanjay Agarwal, Director, FRDC. Located in the uptown Defence Colony of New Delhi, the Arttdinox store has an attention grabbing glass exterior outlined with the brand color, fuchsia, hence creating a visual signature for the brand. Measuring 2000sq ft, the store is primarily divided into three zones i.e. the home décor products, the stainless steel modular kitchens, and the ‘Design with us’ corner. The home M AY 2 0 1 2
décor section is designed on organic curved in-lit shelves that are inspired by the forms of the offerings. “We wanted to design something that complements the design of the products on display. And we found that most cookware and dinnerware take a round or oval shape, hence the curved shelves bring this element in the store design,” Sanjay says. Blending Indian culture in the design vital for Arttdinox’s brand identity and this was created using colors and forms. Yellow display shelves are inspired from turmeric or ‘haldi’ an important ingredient in the Indian cuisine. “Turmeric and chilli powder act as core ingredients in every Indian dish. We thought that since the ‘red’ associated with chilli 28
Project Manager (Client side) Divya Sharma, AGM, Jindal Consultancy Limited Retail Design Strategy & Concept DFC, FRDC, Bangalore Design Strategy Sanjay A, Tanushree S Design Team Vivek B, Manoj R, Sayantani B, Fazal K, Sanjay U, Surabhi G Interior Contractor Diviana Signage Racorp Photography Ramesh A - Mad Design Lab