Vidhi J Bhimani

IR3002

Charkhee is an ethnic apparel and accessories brand that specializes in contemporary silhouettes and minimal design on blended fabric like chanderi and tissue silk. The concept of the store is courtyard charm which is derived from the fact that Charkhee is a premium apparel and accessories brand and all the occasions and festivities in traditional Indian house takes place in courtyard hence the layout has strategic placement of the central focal point . The design language of the store has an element of continuity which are the patterns of Charkhee seen as a supporting element of colorful Charkhee products in form of relief work, jali, knobs and other details which will generate brand value through customer journey. Material palette of the store is minimal where vertical walls and partitions are monochromatic grey of concrete and metal to mimic charkhee’s outfit where as furniture and fixtures are used to accentuate the theme of festivities in the store.