How does one stay relevant and thrive while still retaining your original character? That’s what the founders of Noida’s House of Raisons asked themselves. As one of the areas long established clothing stores, House of Raisons Noida has weathered the tides of consumer trends with great success but each new era demands contemplation. Nishtha Vashist of Studio Lotus was essential in the company’s plan to reinvigorate House of Raisons with a new feel and tone to the brick & mortar location while still honoring everything the company is known for. Ms. Vashist communicates, “The complexity of melding traditional aspects with contemporary design trends, alongside the practical constraints of the existing retail space and budget, demanded a high level of precision and innovation in every design decision. This responsibility was daunting, given that each choice could significantly impact the brand’s repositioning in the market.” Less than a year since the grand reopening, the celebrated new feel to House of Raisons announces that Studio Lotus has illuminated the concept that both “old” and “new” are attractive and complementary when presented properly.
For more than half a century, House of Raisons has been known for its authenticity in traditional Indian textiles. This long-standing reputation meant that any redesign had to respect and reflect the brand’s historical roots. The owners turned to India’s award–winning (Design For Asia Awards, Asia Pacific Interior Design Awards, etc.) and Architectural Digest India featured Studio Lotus for a refresh. The task at hand for Studio Lotus was how to effectively and respectfully update a classic. The approach was to preserve the brand’s core elements and present them though a modern lens, thus reinforcing its legacy as opposed to reinvent it. Three metaphorical segments, market, gallery, and archive, showcase Raisons commitment and success to craftsmanship and a proudly Indian lineage. Clean modern lines in the interior of the structure boast Indian architectural elements, comprised of Indian marble, timber, brass, and mild steel. The space is warm, inviting, and intuitively familiar while feeling immensely stylish.
The layout of House of Raisons Noida seems intuitive; a tone painstakingly crafted. Studio Lotus designer Nishtha Vashist explains, “We created distinct zones to maintain and enhance customer interest across a broad age group, ensuring that the store catered effectively to its diverse clientele. The segmentation of the location into four distinct zones (Unstitched, Stitched, Fabric Yardage, and Saris) was influenced by several factors. Firstly, it was about clarity and ease of navigation, allowing customers to find their desired section without confusion. This also enabled us to tailor the design and merchandising techniques to the specific products, enhancing the overall shopping experience. For example, the Unstitched zone was designed to inspire creativity and imagination, displaying fabrics in a way that customers could easily envision the finished garment. The Stitched and Sari zones, on the other hand, focused on the craftsmanship of the ready-to-wear pieces and the intricate details of the saris, respectively.” Fashion, especially that which has long been established, thrives or dissipates within context. The redesign of the physical space for House of Raisons Noida frames the brand’s faithfulness to their own identity in a modern context. It reassures that there is an evergreen quality which exists in the past, present, and future for masterful craftsmanship. The same definition applies to what Studio Lotus has designed to showcase Raison’s creations. Nishtha declares, “The design team, including myself, approached this challenge by selecting elements that would serve both traditional and modern aesthetics. We all found it very rewarding to witness the profound transformation of a traditional retail space into a modern, sophisticated environment that perfectly married the brand’s rich heritage with a contemporary appeal. The overwhelmingly positive feedback from both the client and the customers, coupled with their satisfaction with the new look and improved shopping experience, was immensely gratifying.”
Writer : Basil Thomson