Needledust (est. 2014) is an Indian footwear brand. The brand’s core values stems from the artisan focused craft of making the traditional leather ‘Jutti’, reinvented with the sensibilities of a contemporary luxury shoe brand. The retail narrative aims at capturing this essence by using new and old materials, modern details with traditional forms and finding a balance between the timeless and the unconventional.
We were tasked with creating a pilot store that would translate this idea into a consistent and repeatable design language and brand experience. Keeping in mind the kaleidoscopic palette of the products themselves, we came up with a material story that not only enhances the products but also gives them
space to breathe visually.

With a combination of textural light walls, minimal and tastefully designed wall graphics, pine wood shelving, brushed Brass, Indian white marble, jute and leather, the products have an opportunity to come alive. The facade of the store has a solid Pine wood structure featuring the brand’s name in 3D front-lit Brass letters and the ‘Born of India’ logo in brushed Brass with etched letters. A conscious choice was made to keep the store bright, welcoming and visible through the facade.

Each part of the store has been designed through a detail oriented approach and this really comes through in the shelving system. The ‘L’ shaped solid Pine wood shelf provides the perfect angle for the shoes to sit at and the ridge at the short end prevents the shoe from slipping forward. An integrated LED lighting system was also included to highlight the products. A central seating area with plush leather benches and Jute woven carpeting keep the product free from scratches while at the same time providing a calm and luxurious experience. The studio continues to improvise on this design language to translate the Needledust brand ethos into a consistent brand experience.