Divyanshi Tulsian

IR3002

Mimamsaa: The Palace of Threads

Mimamsaa was founded by Ankita Singh, a NIFT graduate in 2016. Mimamsaa is a brand that specialises in silk ensemble for women, inspired from the rich handweaving traditions of Awadh. It offers timeless Indo-Mughal silhouettes that are rooted in heritage and luxury. Hence, social- fashion conscious women and event oriented buyers who appreciate Indian crafts and culture form the primary customer base. Currently, they sell through stockists and their website. The proposed flagship store is based in Delhi, conceptualised into "The Palace of Threads", a combination of regality, traditions of glorious empire of Awadh highlighting the craftsmanship behind each garment.

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Decoding the language of the selected brand through a study of product range and features

Making mood boards to understand layers and nuances of the brand

Understanding the kind of customer base leading to the proposed site along with the brand image

Development of essential goals that the space needs to generate branded environment

Arriving at the plan through inspiration from the Mughal monuments. Further combining the idea with hand weaving to create central attractions in each zone

The first impression of the space, a balance of grandeur and grace

Diagram to show the display strategy and visual merchandising followed in the store using simple elements to highlight the maximalist garments

The kurta & kaftan display area has two trial rooms with lounging space outside

The saree display area allows the customer to sit and make a thoughtful decision

Bridal area is designed to accommodate families that come in groups to shop. Its further divided into lehengas and Banarasi saree and has direct access with the BOH & Designer for quick alteration or customisation if needed.