Shrujan Creations: An experience in ethnic identity

Designed by Mumbai-based Matrika Design Collaborative, the idea behind the new store design of Shrujan Creations, the retail arm of a Kutch based NGO, was to define spaces for the various collections that highlight local craftsmanship

Shrujan Creations recently gave a fresh face to its 3,400 sqft store located at Bhujodi, Bhuj by collaborating with Mumbai-based design firm Matrika Design Collaborative. The idea was to improve retail experience and narrate the Shrujan story. The store is by far their largest space showcasing the entire range of products and collections that promote local arts and crafts made of terracotta, metal work and lacquer work, all indigenous to Kutch.

Shrujan, a 50-year-old Kutch-based NGO, empowers women embroiderers from Kutch alongside contemporary designers to imbibe the traditional art form into contemporary fashion. Given this concept base, the store acts as a platform to showcase a plethora of these experiments. Shrujan has since then forayed into redeveloping its existing store network and integrate new methods of display architecture to accentuate the retail experience.

The new space with its breadth of display showcases the Shrujan's diverse collection, the idea being to define spaces for various types of collections ranging from accessories to apparels and carve out a distinct section to house the discounted collections during seasonal sales. Spatially the store was thus conceived to be one unified volume with the amalgamation of three spaces which were placed at different levels relative to the floor plate.

Abhishek Ray, Principle Architect, Matrika Design Collaborative, said, speaking about the objective behind the new design, “The main design objective of the Shrujan Store was to bring in a completely fresh face to Shrujan's retail arm since this store renovation was its first exercise since its inception. The design of the store needed to look at new volumes in the space available, improve retail experience and tell the Shrujan Story. There was a need to carve out a space for high end products with exclusivity in display methodology and visitor experience.”

Read the detailed report on the design of Shrujan Creations in September 2019 edition of VM&RD magazine.

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