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The large windows not only afford great illumination but also allow the passersby to enjoy the beauty of the window display and the products housed within

The Store Between The Lines

Studio LIJO.RENY.architects recently completed work on the flagship store of a popular women’s wear brand called ‘Magis’.

The large windows not only afford great illumination but also allow the passersby to enjoy the beauty of the window display and the products housed within

ased in Thrissur, Kerala, the well known women’s clothes brand, Magis, had long been enjoying a robust patronage and after 13 years of its existence the need arose for a flagship store whose interior design would echo with the inherent ethos of the brand.

LIJO.RENY.architects, a multiple award winning design studio, also based in Thrissur, was summoned and entrusted with the job of designing the flagship outlet, which eventually went on to be called ‘The store between the lines’.

The minimal interior design was largely influenced by the urban environment of its location. The large windows not only afford great illumination but also allow the passersby to enjoy the beauty of the window display and the products housed within.

In the middle of the store is a large white display unit, in glossy automotive paint finish, which contrasts with the rest of the interiors

The design studio chose to eschew any major changes in the façade of the store. However, a painted metal trellis has been placed in the front of the store, with the plan that when the planted creepers flourish and cover it fully, a fresh and inviting atmosphere will be fostered.

The store is planned with a versatile arrangement of spaces that respond to new realities, allowing customers a very open and tangible experience of the clothes that are on offer.

One of the new approaches adopted in the design of this 92 sq m store is the presence of a large white display unit, in glossy automotive paint finish, contrasting with the rest of the interiors. This works as a display zone for exquisite higher end products.

Not only does this intervention work as a flexible element but it also serves the dual purposes of shielding a central column and encouraging the customers to loop around it and experience the other spaces of the store. The peripheral area of the space plays host to several cement finished platforms in varying heights, which are continuous with the flooring also finished in cement.

The peripheral area of the space plays host to several cement finished platforms in varying heights, which are continuous with the flooring also finished in cement

These serve multiple functions: work as spaces for stacking products, accommodate props during seasonal decorations, act as seating for customers and even work as tables where discussions may take place. This clever feature allows for dynamism and the swift changes in the display of the store help bring in fresh looks from time to time, keeping the interest of the frequent customer whetted.

Defining the interior design further are stainless steel box sections which hold the clothes. These rise and fall from the platform and the floor in a random but controlled continuous loop around the store. Adding to the minimalist and modular style of the store are LED strip lights, made to look as if they are suspended in midair, which reflect the layout of the S.S box section in plan and complete the loop.

An entire rear wall has storage cabinets fronted by sliding mirror shutters that double the space visually. These cabinets are used to stack excess products and can be accessed whenever required by the customers.

Allowing the products to take centre stage the overall colour scheme of the store is composed of neutral shades.

A simple yet efficient system allows for the window displays to be refreshed with ease periodically. What has been achieved is a space where customers can experience the concept, the cut and quality of Magis’ garments, and experiment with self styling in an environment that resonates with the taste of the millennial consumer.

The striking yet sympathetic design of The store between the lines helps the Magis customers to lose themselves in a rewarding experience.

Text By Mala Bajaj

Contact
web: www.lijorenyarchitects.com

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