NuVeda
A space designed and conceptualized for Baidyanath Ayurveda in 2015 is an ayurvedic lifestyle store that aims at reaching out to the untapped segment of the urban modern Indian consumer that wants to reconnect with his or her culture by incorporating Ayurveda and the rituals in their lifestyles. The store would also cater to the growing demand of ethnic Ayurveda related products in the international market. The store will house a complete line of ayurvedic products including personal care, clothing, and food to even accessories. The first store of the brand will be located in the capital’s most expensive retail high street.
Description

A cement punned façade, with an unfinished mild steel and bush hammered stone signage welcomes you to the modern cave of Ayurveda. Limestone- known for being an important stone for masonry and architecture in historic times and being vastly available in India was the primary choice for the floor. Its unrefined property depicts its closeness to nature and is also known for it’s cooling affect. Patchy cement and broken stone walls take quotes and illustrations inspired from the veda’s etched on them create a textured and rustic shell. The space brings in an element of modern interpretation through the shelving system made in mild steel. Cabinetry made in reclaimed sheesham wood produces a sense of warmth. A shop displays a sense of neatness, minimalism yet tradition through it’s materials. The layout is divided by the five prahars in Ayurveda – Morning, Noon, Lunch, Evening and Night. A consultation area lies in the middle of the prahars and is supported by a large copper sink. The back of the shop of the shop hosts the apothecary that contains the traditional Baidyanath medicines. The exposed ceiling has organized clusters of large temple bell like pendants.

Process

Spread over 350 sq.ft. the design process began with research about Ayurveda. Understanding it’s origin and the process was an integral part of the process. Identifying materials true to its identity and using them in their purest forms without making the surfaces over-crude was a challenge. The scale of every elements was described and analyzed to fit in over 200 hundred products. Numbers and merchandising was incorporated at the detailing stage to identify the dimensions. Rounds of prototyping have been carried out, costs have been analyzed and an execution team has been brought into line for production. The store has also been adapted into kiosks and shop-in-shop systems as well.

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