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Project Summary

Tanishq is India’s largest and fastest-growing jewelry brand. For its introduction to the United States, the Tanishq store concept was developed by studying the relationship between the customer and the jewelry and the role that nature plays in binding them together. Jewelry is created by taking elements from nature and refining them. Human beings are similar in that we are products of nature but have spent our lives refining ourselves. The design of the store brings these two elements together in “garden”—an oasis where the customer is free to relax and explore, while her senses are enlivened and engaged by the depth of the experience.

An organic, non-orthogonal layout inside the store encourages customers to meander through the space. With multiple pathways, the customer creates her own unique experience as she walks around sculptural elements displaying jewelry. Plants cascade over the tops of white concrete and terra-cotta-colored plaster walls, culminating in a wall of ivy across the back of the store.

By rethinking the entire jewelry-buying experience, the store design creates opportunities for better interaction between the employees and customers. As customers walk along the wall-mounted jewelry display niches, the store employees are able to stand next to them and talk to them about the jewelry. Additionally, there are five tables and a lounge spread around the store, encouraging customers to sit and relax while shopping.