"On the high streets of Indian cities, retail showrooms often compete for attention with gleaming chandeliers, advertisement boards, and ornate facades. Fluted Volume, the 7,000 sq. ft. headquarters for a jewellery brand in Vijayawada, takes a radically different stance. Designed by Vineet Vora and Prachi Parekh of Studio Urban Form + Objects, the building asserts itself as a terracotta-hued monolith: at once sculptural, reticent, and quietly authoritative amid the cityscape."
"Fluted Volume, the 7,000 sq. ft. headquarters for a jewellery brand in Vijayawada, takes a radically different stance. Designed by Vineet Vora and Prachi Parekh of Studio Urban Form + Objects, the building asserts itself as a terracotta-hued monolith: at once sculptural, reticent, and quietly authoritative amid the cityscape. Its form emerges from a paradox that lies at the heart of the brief: how to create a building that must be visible to the public, invite footfall, and embody the brand's identity."
Fluted Volume is a 7,000 sq. ft. headquarters for a jewellery brand in Vijayawada that adopts a radically different retail stance. The building asserts itself as a terracotta-hued monolith with a fluted, sculptural presence that remains reticent and quietly authoritative. The design confronts high street competition from chandeliers, advertisement boards, and ornate facades by prioritizing controlled architectural expression over ostentation. The project aims to be clearly visible and to invite footfall while embodying the brand's identity. Designers Vineet Vora and Prachi Parekh of Studio Urban Form + Objects derived the form from this central paradox.
Read at www.archdaily.com
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