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Designing a lifestyle...

By Nabamita Chatterjee | Vjmedia Works | January 07, 2014

Kaji in association with Apartment 9 launches a new luxury home decor store in Kolkata.

Kolkata recently got a new decor haven to refurbish their homes. Design house Kaji, collaborated with premium interior décor brand apartment9 to offer the city a world class interior décor store at Russel Street. Spread over an area of about 4000 sq. ft. the brand new store is a design concept in itself. Split into two areas, the store has been designed to highlight a particular space within a house. The entire idea is to showcase a comprehensive range of home décor products, ranging from wallpaper, fabrics, furniture and accessories to lights among other elements. Each line of product from Kaji and apartment9 has been put together to fit the ambience of the store. Alongside the design collections, Kaji will also house lux home décor, tableware & accessories from reputed international brands. apartment9 would be launching top-end international design brands such as Andrew Martin UK Ltd with this store for urban Kolkata. Andrew Martin international Ltd is U.K.'s second largest privately owned design house with a presence in over 55 countries.

Speaking on the collaboration, Anuja Gupta, Co-Founder and Creative Director, Apartment9 said, "Our designs complement the tastes of the contemporary Kolkata customer. We create an eclectic mix of panache and understated luxury in our designs. Kaji is the perfect partner in our endeavour as we match each other in our global appeal and strong commitment to quality. This association is aimed at giving Kolkata a fresh new perspective in luxury interior décor and design.”

Shrivant More, Co-founder and Creative Director, Kaji further shares, "We have received a fantastic response to our work through the years. Today, standing at the helm of launching an interior & furniture store with Apartment 9, the aim is to sweep the people of Kolkata of their feet, as we did when we launched KAJI four years ago. We have a three phase kind of a model when it comes to this store of Kaji which includes, retail, distribution of various international brands whom we have tied up with and giving interior design service and consultancy on the basis of projects. Named as Apartment9 Kaji, the new store would appeal the customers once they have the first look of the front facade as it has been created reflecting a quirky feel having muted shades which blends naturally with varied themes be it industrial, gothic or art-deco.”

While describing the architectural challenges which the owners have definitely translated into an opportunity, Shrivant states, "We were looking for a place with great height for almost two years and finally got this; it is centrally located having a courtyard's feel in a heritage building which has helped us in designing the space just like we wanted to.  We have restored the old world charm and designed small segments of living room, bedroom and dining room so that one may visualise how the merchandise would actually look like in a real home setting.  The total decor has been executed by our in-house team and got completed within three months.”

The second level of the store showcases a more vintage look with a dash of modernity. Shrivant shares further in this regard, "The look and feel of this level is more defined towards Andrew Martin and also Apartment9 who constantly helped us in designing the decor by sending their suggestions and designs. We have tried to bridge the gap between the ultra-modern and old-classic charm in the decor by bringing out a gothic and colonial experience for our customers.”

The colours and forms have been juxtaposed interestingly throughout the space driven by the merchandise. The grey and the black texture is chosen for both the ground floor sections giving an industrial feel whereas the other level has got an eclectic-retro ambience. The gorgeous wall-paper that looks like the wall is dotted with antique photo-frames and a mini Harley-Davidson showpiece just placed in-front of that will definitely attract the customers to take a closer look. At the same time on the other wall in the similar floor, galvanised corrugated sheets have been used which has helped the brand to create individual section within the space.

Interesting props have been used to accentuate the visual of the store which are also a part of the merchandise like the antique model of an aeroplane hanging from the ceiling or the leather crafted horse. All of them add to the ambience of the store which is an experience in itself for the customers who walk in. The lighting arrangement has also been planned intricately to suit the product line. Shrivant shares, "The lighting in the showroom has been directed by the colours we have used in the whole set up. To retain the warmth of the place focussed lights have been utilised along with some chandeliers which are also part of the merchandise. As Kaji is a concept store our main idea is to feature the best of Apartment9's and Kaji's collections across bespoke furniture, upholstery and home décor products. This joint effort aspires addressing the overall needs of the client right from Interior design, furniture, upholstery and accessorizing up homes all under the same roof. After consolidating our brand in Kolkata we have plans to expand with Kaji in other metro cities like New Delhi and Mumbai in the near future, signs off Shrivant.”


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