Ray Ethnic by Kashti Design Studio

Text provided by Anjali Pachchigar

The Kashti Design Studio undertook the responsibility of transforming a 1100 square foot area, which acknowledge and celebrates the age old and distinct textile heritage of India blending it with contemporary interior design aesthetics.

Unlike many clients, Mrs. Rinku Patel and Mr. Raghuvir Patel was highly enthusiastic and interactive with a very direct and crisp brief, which helped the project to crown up in a very short span of 3 months. The architects envisioned wrapping this store in a timeless elegance that aligns with the client’s values of sustainable fashion and their appreciation towards Indian traditional textile techniques.

Upon stepping into the store, visitors are welcomed by the comforting embrace of earthy tones and the elegant display of products, providing customers with a glimpse of the store's distinctive characteristics. The design of the reception area is carefully crafted to ensure it leaves a significant impression on customers as they step into the store for the first time. 

The entrance of the store features a charming miniature landscape pocket, introducing greenery and enhancing the store's entryway. The facade, constructed with glass, offers passersby a sneak peak inside the store, even as they walk along the roadside. The arched door, combining glass and block print fabric, is meticulously designed to impart a traditional and elegant aesthetic to the entrance. The flow of the store is intuitive guiding a consumer on a journey, celebrating Indian traditional techniques of block prints, embroidery etc. Defined by the interplay of two materials—Kota stone and terrazzo—the curvilinear lines of the floor facilitate effortless movement, allowing any user to explore the store with ease. Departing from the conventional pop false ceiling, the architects opted to adorn openable false ceiling with simple Majarpat cloth, imparting a sense of smoothness to the space. Additionally, the partitioning of the trial rooms utilizes fabrics crafted through traditional hand block printing, enhancing the store's aesthetic appeal while paying tribute to skilled artisans. 

The focal point of the store, its display units, are carefully designed to highlight the elegance of the space while showcasing the products effectively. The racks are painted in an earthy terracotta hue, seamlessly blending with the surrounding context. Additionally, Majrapart cloth adorned with intricate block prints of bootas is utilized on the storage shutters beneath each display unit, adding a touch of beauty and cultural richness to the store's design.

Ray Ethnic's humble endeavor to promote the age-old and distinctive art of hand embroidery, block printing etc serves as the cornerstone of the design concept for the store, offering customers a unique opportunity to embrace Indian traditional textile techniques in their everyday attire, thus providing them with a truly memorable experience.