The store, having taken over Kala Ghoda’s historic Rhythm House, has great site presence in the newly-defined fashion hub of the city. In Mumbai particularly, where every inch of real estate is prime, the initial idea was for us to maximise the footprint and exploit the twenty-foot-high ceilings it has to offer. Established exclusively across the upper storey of the building, as opposed to occupying the ground level, the store's setting is also rather unconventional and precisely where we wanted to create a flexible space for Rawal, one which could seamlessly metamorphose from retail to event setting.
The inspiration behind the interiors is twofold; it draws on both a male-centric love of gadgets and technology, as well as Rawal's personal fascination for all things military, an influence also discernible in his designs. From the tech perspective, we used a motorised racking system wherein every garment rod is remote-controlled and can be elevated when not on display, opening up the area below. In addition to adequate space for events, it allows for an innovative bespoke experience wherein customers can make known their requirements to staff before the relevant garments are lowered for viewing. The brand, catering as it does to clientele purchasing high-end groomswear, is always aspiring to raise its standard of luxury and enhance retail interaction.
Military stylings include vintage paraphernalia sourced from a specialty store in Bangkok, as well as military-green Baroda marble. We retained the original wooden flooring (which is part of the building's heritage) and employed tactile indicators (otherwise used as an aid for the visually impaired) under each garment display, helping to demarcate the space when the garment racks are raised; when they are at eye level, these indicators serve as placements for the footwear. Each brass indicator is inscribed with hidden brand messages in Morse Code.
The mezzanine level houses Rawal's cabin, which doubles up as a private VIP room. Here we have installed a conveyor system, which allows for garments from the storage room behind to be brought out front in a motorised display. This added hint of tech is another unique way of presenting apparel to cherished customers, brought to them by conveyor.
Oxblood leather accents feature prominently in the interior and we also fell back on its rich tone for the store's exterior façade. The arched windows, many of which were remodelled or boarded up, were all restored with twelve-foot-high panes of fixed glass, allowing a lot of natural light to filter through. The store's peripheral balcony, which allows for a panoramic view of Kala Ghoda, is the final touch when it comes to the military aesthetic, carrying flags bearing both branding and campaign images.
