An Eye Catching Jewellery Boutique in Ahmedabad by Muselab.

The brief for this jewellery store in Ahmedabad was fairly simple. With four similar stores within a 500m stretch, it needed to be eye-catching. Muselab took up the challenge, working with the client to create a space unlike its competition, all while establishing practical solutions for security and circulation.

“There was also an elephant in the room and that was the traditional business mindset of a 73-year-old brand that was used to a certain aesthetic and a very over-the-counter kind of retail experience,” explains Huzefa Rangwala, Director at Muselab. Well, it must have been a compelling pitch, because this is one hell of a unique jewellery boutique.

Muselab delivered on the brief with a sinuous terracotta central island that snakes its way through the store. This central element establishes a clear track for circulation as mushroom-like columns routinely indent to offer moments to view the jewellery.

Splendidly Off-Kilter: Black Finch Jewellery Store in Melbourne by Danielle Brustman.

This quirky and splendidly off kilter space champions local design makers and artisans without distracting from the jewellery itself...

“Within the island, we conceptualised an experience of otherworldliness in the form of a lunar landscape through a series of sensuous textural undulating surfaces that house creatures we are calling the army of the ring bearers,” Huzefa elaborates. For this, they collaborated with artist Shailesh Rajput, who along with the “army” created an intricate landscape to showcase rings, bracelets, earrings and necklaces. Black textural craters are housed within cloches of varying heights—representing a biodome-like environment.

On one wall, amoebic-shaped mirrors amplify the island’s dimensions through reflections, and on the other, two cylindrical glass jewellery displays offer more products to peruse. The studio used a monochromatic palette of deep blush terra, ensuring the focus was on the island and the products it housed.

Under The Sea: Sarah & Sebastian Armadale by Russell & George.

A complex palette of all-black materials in varying sheens and intensity captures the spirit of the mostly unexplored world beneath the waves...

[Images courtesy of Muselab. Photography by Ishita Sitwala.]