VMSD - May/June 2020 - 11

R avi Asrani , Be ngaluru, Ind i a

THE GOODS

\ Portfolio \

Bagh, Bengaluru,
India
Earth-tone colors, geometric patterns, handwoven
textiles - these are qualities of clothing unique to
India, steeped in history and tradition. But when it
came to designing an outpost for apparel retailer
Bagh in Bengaluru, India, design firm FRDC (Future
Research Design Co.; Bengaluru, India) honed in on
these elements of tradition while celebrating the
fast-paced, modern setting of today's retail.
"Bagh offers Indian apparel in motifs deeply
rooted in Indian crafts," says Sanjay Agarwal, CoFounder and Managing Director, FRDC. "Catering
to Indian women who want to embrace Indian
wear as their daily wardrobe, the range brings
the best of Indian ethnicity and functional wear;
and the space is crafted with natural and local
materials that celebrate Indian craftsmanship in a
contemporary way."
Bagh's interior oscillates between traditional
Indian aesthetics and contemporary customer
expectations. One main challenge FRDC encountered was incorporating the store's immense inventory while maintaining a clean, curated design.

They did this by dividing the store into zones and
sub-zones, separated by delicate fabric screens,
either side of which sat solid wood shelving. "This
allowed us to accommodate all the merchandise
by using different shelving elements in a way that
offered a layered, not overwhelming, browsing
experience," says Agarwal.
Though more than simply practical, the screens
themselves needed to uphold the same principles
as the store's entire blueprint - to feel local and
traditional, with a contemporary twist. "It was a
delicate balance that involved close oversight and
coordination between various partners on the project, and took some time to achieve," he says.
The sandstone flooring offers a contemporary
touch with geometric details, playing again with
the duality of past and present. Locally sourced

grass-based crafts are used as touchpoints
throughout the store, such as at checkout and in
the store's windows and dressing rooms. Handwoven fabric, known as khadi, is used as a visual
backdrop throughout. Pendant lighting and wall
mirrors finish off the interior design with a midcentury modern touch.
Bagh took five months to design, and it
delicately balances those all-important design
principles to elevate the store. "Design is a
collaborative process," says Agarwal. "Bagh's
design is a result of the collaboration where
clients have a penchant for authentic materials
and forgotten crafts practices. Reviving these in
contemporary times plays a critical role in keeping
these traditions alive in a fast, urbanizing society."
-Michael Woodson 

vmsd.com

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MAY/JUNE 2020

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VMSD - May/June 2020

Table of Contents for the Digital Edition of VMSD - May/June 2020

VMSD - May/june 2020
Contents
From the Editor
Vmsd Editorial Advisory Board
The Goods
Design Detail
Retail Rock Stars
Retail Design Firm Resource Guide: Top Design Firms
Coming Soon: The New Reality
This Is Planet Earth
Viral Necessities
Showroom
Ad Index
Checking Out
VMSD - May/June 2020 - VMSD - May/june 2020
VMSD - May/June 2020 - Cover2
VMSD - May/June 2020 - 1
VMSD - May/June 2020 - Contents
VMSD - May/June 2020 - 3
VMSD - May/June 2020 - From the Editor
VMSD - May/June 2020 - 5
VMSD - May/June 2020 - Vmsd Editorial Advisory Board
VMSD - May/June 2020 - 7
VMSD - May/June 2020 - The Goods
VMSD - May/June 2020 - 9
VMSD - May/June 2020 - 10
VMSD - May/June 2020 - 11
VMSD - May/June 2020 - Design Detail
VMSD - May/June 2020 - 13
VMSD - May/June 2020 - 13A
VMSD - May/June 2020 - 13B
VMSD - May/June 2020 - 14
VMSD - May/June 2020 - Retail Rock Stars
VMSD - May/June 2020 - 16
VMSD - May/June 2020 - 17
VMSD - May/June 2020 - 18
VMSD - May/June 2020 - 19
VMSD - May/June 2020 - 20
VMSD - May/June 2020 - 21
VMSD - May/June 2020 - 22
VMSD - May/June 2020 - 23
VMSD - May/June 2020 - Retail Design Firm Resource Guide: Top Design Firms
VMSD - May/June 2020 - Coming Soon: The New Reality
VMSD - May/June 2020 - 26
VMSD - May/June 2020 - 27
VMSD - May/June 2020 - 28
VMSD - May/June 2020 - 29
VMSD - May/June 2020 - This Is Planet Earth
VMSD - May/June 2020 - 31
VMSD - May/June 2020 - 32
VMSD - May/June 2020 - V1
VMSD - May/June 2020 - V2
VMSD - May/June 2020 - V3
VMSD - May/June 2020 - V4
VMSD - May/June 2020 - V5
VMSD - May/June 2020 - V6
VMSD - May/June 2020 - V7
VMSD - May/June 2020 - V8
VMSD - May/June 2020 - V9
VMSD - May/June 2020 - V10
VMSD - May/June 2020 - V11
VMSD - May/June 2020 - V12
VMSD - May/June 2020 - V13
VMSD - May/June 2020 - V14
VMSD - May/June 2020 - V15
VMSD - May/June 2020 - V16
VMSD - May/June 2020 - V17
VMSD - May/June 2020 - V18
VMSD - May/June 2020 - V19
VMSD - May/June 2020 - V20
VMSD - May/June 2020 - 33
VMSD - May/June 2020 - Viral Necessities
VMSD - May/June 2020 - 35
VMSD - May/June 2020 - 36
VMSD - May/June 2020 - 37
VMSD - May/June 2020 - 38
VMSD - May/June 2020 - 39
VMSD - May/June 2020 - Showroom
VMSD - May/June 2020 - 41
VMSD - May/June 2020 - 42
VMSD - May/June 2020 - Ad Index
VMSD - May/June 2020 - Checking Out
VMSD - May/June 2020 - Cover3
VMSD - May/June 2020 - Cover4
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