Swarn Jewellers

Swarn Jewellers, Panchkula, India, Studio Ardete
Project year: 2018
Address: SCO 286, Sector 20, Panchkula, Haryana, PANCHKULA, India
Latitude/Longitude: 30.669641,76.857410


An all encompassing exclusivity is put forth by this jewellery retail store in Chandigarh, much like the idea of The Gold Standard. The design was steered by the brief to embrace the idea of exceptionality and uniqueness to propound the brand’s identity – the jewelry that defines you.

The creation of a pronounced space for a retail venue highlighting a varied collection of jewelry and accessories was the idea. The entrance is riddled with a cluster of stars that represent the whole aura of the store in order to emphasize the idea of “Swarn”. There are differently oriented peculiarities, suited to their own taste. The imitation of the intricacies and the significance that the ornamentation holds in the culture were achieved with the linearity of the space. The individualism is magnified from the black and gold tones that elaborate a royal aesthetic. On the ground floor, this culture was interpreted with different design elements. The walls were provided with niches which were finished with quilting for singular designer pieces, promoting a higher albeit a kingly standard of inheritance. Enclosed in a gold frame, the displays attract an attention to the details. Black vinyl sheet with punctures ranging from 2-4mm with backlit acrylic sheet surround the display in the background. An alluring scenario of a rain of gold which becomes a sight to behold and endear is created by the gradually fading punctures. The verticality of the store is prolonged by a reflective stretch ceiling.

The basement has a similar aesthetic in a more intricate form. The compositions of the gold frames become complimentary to the environment. Here, the jewelry pieces are put up on pedestals and encased in glass frames which create a sense of elite. Again, the linearity of the space is complimented by the verticality of the design language. Rows of frames and free standing displays put forward the magnificent details of the collection. At the back a series of golden metallic frames suspended from the ceiling form a rhythmic composition which brings attention to the exquisite jewelry. The dark shades of the ceiling and black reflective mirrors become a subliminal presence which accentuates the importance of the gold.  In essence, Swarn shares the individuality of each person, unique and royal unto themselves. Each piece, display crafted to some peculiar taste, the design becomes a cultivation of a personalized notion of being.

Text description provided by the architects.

Built area: 200sqmt
Design head: Badrinath kaleru, Prerna Kaleru
Design team: Badrinath kaleru, Prerna Kaleru, Anusha Sharma, Sanchit Dhiman, Ramandeep Rathour, Vidit Chaudhary, Pragya Singh
Electrical & lighting consultant: The Luminars

Contributed by Studio Ardete