Lovebirds Studio
May, 2023
LOVEBIRDS OPENS ITS THIRD STORE IN INDIA
Navigating through the tiny by-lanes of the famous U-shaped Khan Market,
one will find throngs of people walking across each other towards the landmark bookshop or placing food orders to go because the queue at big chill was too long or buying the grocery they didn’t really need.
one will find throngs of people walking across each other towards the landmark bookshop or placing food orders to go because the queue at big chill was too long or buying the grocery they didn’t really need.
In Khan Market’s prized front lane where some of the initial stores still stand in their original form, a chroniclers’ delight, is where Lovebirds is set to open it’s third store- a space designed to add another dimension to the brand and offer customers a unique experience.
The environment of the store revisits Lovebirds’ visual hallmarks with every choice; the tiles and changing room an extension of the Mumbai store and white facets on the wall borrowed from the tables used in our office space. The Lovebirds Khan Market store is designed by Studio Organon founded by Saurabh Dakshini who also designed our Wesley church store in Mumbai and office space in New Delhi.
The major visual elements of the store are a unique take on primary shapes, the shape of the store itself just short of becoming a triangle, the changing room a circle that doesn’t meet its end and the tiles, perfectly hexagonal that reference the 140 year old terracotta tiles of the church that our Mumbai store is set in. The tiles were carefully cast out of iron in a mould especially made using the terracotta tiles as the point of reference.
The changing room reflects not only the brand’s visual language but also its approach towards design. The outside of the quasi spiral changing room made of sustainable deodar timber has a rod affixed to it from which garments hang almost creating a path that guides the customer around the store. The deodar timber that has been used in the construction of the changing room is an allusion to deodar storage boxes back in the day, in which only the most precious clothes were stored. The smooth white facets covering the store’s walls remind one of delicate paper folds that when juxtaposed with the roughness of the cast iron floor tiles transcends the perception of the visitor beyond the visual to the sensory, making for a more evocative experience. The iron hanger rod against the well finished wooden planks of the changing room also inspire a similar feeling, gently welcoming the visitor to experience the space rather than just shop at it. Lovebirds’ new store is a perfect part of the Then and Now story of Khan Market that makes you fall in love with the now. The store launches on 30th April’23 and houses the Spring Summer 23 collection alongside their new line of jewellery.
