Swadesh, a Reliance Retail initiative, is a natural progression in Reliance Foundation’s journey to harness the beauty of India’s rich cultural heritage and preserve its endangered art forms. Designed by JGA & FRDC, Swadesh’s store design principles are based on - Local. Familiarity. Authentic. Craft Techniques. Traditions. Sustainability & Scalability.
The first Swadesh store in Jubilee Hills, Hyderabad, spread across 20,000 sq. ft. houses an eclectic collection of curated products made entirely by hand by India’s skilled artisans. Working with authentic Indian local materials and foregone techniques, we brought in contemporary approach to create a familiar and yet progressive retail environment. The store design & experience creates the feel of wandering through a curated marketplace, allowing you to soak in and savor the incredible arts & crafts of India.
Designed by JGA & FRDC, the idea for ‘Swadesh’ was to create a befitting ‘retail experience’ which creates a canvas and an environment for indigenous and exquisite Indian crafts depicting authentic artistic skills. Art & craft appreciators embrace a slower and more sustainable way of living, which filters into all aspects of their life, including how they shop, and this comes alive in the Swadesh experience at retail.
Swadesh store design principles are based on - Local. Familiarity. Authentic. Craft Techniques. Traditions. Sustainability & Scalability. The store design complements and elevates craft products without intimidating people and brings in a touch of nostalgia that people have grown with. Working with authentic Indian local materials and foregone techniques, we brought in contemporary approach to create a familiar and yet progressive retail environment.
Sustainability and Green design have been a major driving factor for store design at Swadesh. And this began right from the revival of the exterior. Swadesh’s store in Hyderabad is housed in a previously abandoned retail mall building which was left unused since the last 8-9 years. The portion of the structure which was to have Swadesh’s first flagship store had to be brought alive in terms of activating all architectural senses for visitors.
While the mall building came with a juxtaposed architectural style, Swadesh store design created its own unique character from inside and differentiated its exterior keeping in harmony with the overall mall building design. Using natural and local granite as the core material and lighting as a tool, Swadesh store’s exterior design breathed back life into the mall space once again. The entrance spells grandeur where the local context is amplified using local/regional materials and signature brand elements like custom-made cast-iron jaali crafted to mimic the brand’s logo.
Dramatic arches, adorned with brass trims and clear glass, offer a tantalizing glimpse into the store, while natural stones elegantly clad the exterior, embodying a harmonious fusion of modern aesthetics and cultural richness.
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