Location: Sunway Pyramid, Selangor
In collaboration with DRTAN LM Architect
Located within the high fashion avenue of Sunway Pyramid, the refurbishment of the existing BritishIndia store was conceived to mirror and enhance the quality and standard of its exclusive apparel lines. Indo-Saracenic latticework on the shopfront echoes the romanticism of the British Raj – which inspired the spirit of brand.
Soft off-whites encompass the flooring, ceiling and carpentry finishes within, providing a neutral base while giving a sense of spaciousness. Exposed soffits in charcoal grey provide contrast and highlight the display of visual merchandise, altogether enhancing the thematic quality of apparel and accessory displays.
The apparel lines are sinuously displayed, one after another; in the manner of drawing rooms and salons of colonial edifices of the past. These provide an invisible yet distinctive division to BritishIndia’s seven collections – Classic, New Classic, Pure, Traveller, Adventurer, Woman and Travel & Yoga.
BritishIndia’s junior line JustB is conceptualised as ‘a store within a store’; its internal shopfront of steel frames and perforated panels taking inspiration from the shopfront latticework.
The store design revamp is epitome of BritishIndia’s clothing design philosophy of combining beauty, elegance and style into a timeless design.