VM&RD Retail Design Awards 2018 : KORRA Global Outlets

The first store design of Korra, a brand of custom-fit denim wear, created an amalgam between the art of ancient Indian music and the ideology of Korra whilst creating a weave between the two ancient and modern ideas of dhrupad gayaki and bandish in its present form. This is homogenous with the idealogy of korra where a combination of organic cotton and jeans are made.

The design of the furniture in the store is done with respect to the Bandish used in deriving the layout of the store. A graph created in relation with the taal and the swar of the Bandish helped derive a form like that of sound waves. A section of these waves is made into a tangible form by using stainless steel pipes. These steel pipes are incorporated into the design of the furniture, thereby narrating the uninterrupted story of the bandish.

he changing room is made of chipboard sheets. When entered it gives the customer a sense of the fabric being used in the making of the product, as the interiors are encrusted with raw cotton cloth. The signage is made using cotton cloth as base, with the brand name hand sewn with black denim.

Furniture : Times Furniture, Surat                                                                                          

Lighting : Phoenix Lighting Designs, New Delhi.

Upholstery: Cell DSGN, New Delhi.