The boxy exterior of the building resembling a jewel box gradually transforms into a serene terracotta haven, its walls flowing gently like a meandering river. Nestled within this unassuming facade design is Luire, a luxury jewellery boutique in Ahmedabad, Gujarat, crafted by the architects at the Mumbai-based design studio, MuseLAB. At the heart of this retail store lies a sinuous island, where a mystical lunar scene reminiscent of a Martian landscape captivates visitors amidst the glimmering pieces of jewellery. With just a glimpse of its allure peeking out, Luire invites us into a world of wonder.

Strolling along Ahmedabad’s bustling high street, one might never expect to stumble upon a jewellery boutique that feels like a gateway to another world. Yet, within the walls of the space, a celestial display appears, injecting a sense of intrigue into a shopping experience. This 1000-square-feet luxury retail store is rectilinear and has the shorter side facing the street, prompting us to ponder on what lies behind the glass facade Inside, the diamond store becomes an immersive soiree, inviting shoppers to leisurely explore and indulge. According to the founders Huzefa Rangwala and Jasem Pirani of MuseLAB, the space’s focus on a singular colour palette not only sets it apart from the neighbouring stores but also enriches the overall retail experience.

The use of terracotta has been deeply rooted in Gujarat’s history and has served as a medium for artistic expression in Indian architecture. From sculptures, art, and figurines to pottery, the region has been renowned for its skilled craftsmanship . Hence, the choice of terracotta as the primary material for the project was a conscious move, and the designers aimed to celebrate the artistry of local craftsmen while embracing modern design principles. The design layout of the retail space is characterised by a linear narrative of undulating walls and a sinuous central island all wrapped in earthy hues of red. Apart from complimenting the warm-toned colour palette, the red marble flooring adds a layer of elegance to the interior space.

 Luire offers an immersive experience that transcends the typical transactional exchange. The vision for the architects at MuseLAB was to create an environment where every visit feels like an adventure, with opportunities for meaningful dialogue and a sensory experience woven into the fabric of the space.

Inspired by the design of the Little Island Park at Pier 55 by UK-based Heatherwick Studio, the centrally positioned sinuous island personifies the Moon’s craters and serves as the epicentre of the retail unit. “The retail store design led to the creation of the central island which houses the lunar landscape that mirrors the topography of diamond mines. The charcoal colour of the landscapes contrasts the diamonds perfectly. This is encased within a terracotta vessel that is housed within a terracotta-doused shoebox volume,” describe the Indian architects to STIR, on the inspiration behind the concept. Dramatised by grey-toned depressions, this ‘discovery island’ therefore, exudes a blend of what’s beneath and beyond the earth’s cosmos.

The island acts as a captivating tableau, offering an array of visually striking pieces for visitors to savour. Each display is carefully crafted to tell a story, jewellery is displayed on a series of ‘ring bearers’ which are branched abstract jewellery stands inspired by underwater organisms, another layer of personification. Each of these ring bearers is enclosed within glass cloches that signify biodomes independent of the context. The various surfaces across the entire boutique imbibe the textures of marine life, further resonating with the latter concept. The retail design is not just for admiring the jewellery; it is about immersing oneself in a narrative woven through innovative designs and thoughtful curation.    

The entire retail architecture exudes concepts of nature-inspired contemporary design and the collaboration with Shailesh Rajput studio was an intentional leap to achieve this concept. Speaking of their collaboration for Luire, the principal architects explain to STIR, “When we designed the organic island unit, we knew that the only person who would be able to execute the charcoal lunar landscape would be artist Shailesh Rajput. While crafting the undulating landscape was one part, the equally important elements were the army of the ring bearers where the Indian designer created characters from an alternate reef that housed all the jewellery. It was an extremely interesting exercise for us and for him to be able to conceptualise and execute a very unique housing for the diamond products”.

Floating above the island is bespoke pendant light that casts a gentle and soft glow over the pieces on display, enhancing the essence of the interior design. The fixture unit is a mirrored image of the sinuous island in terms of form, reminiscent of the yin-yang symbol. Gauzy fabric and spotlights delicately illuminate the jewellery which is cradled by the ring bearers in their embrace. Along one edge, amoebic and abstract mirrors are strategically placed on the curved walls that offer fragmented reflection of the island whilst providing an interesting backdrop which also serves as a try-on space.

Mumbai-based design practice MuseLAB has a diverse portfolio ranging from residential, commercial and hospitality to institutional projects. With expertise in interiors and architecture, this firm relies on sustainable practices coupled with experimental prototypes. The Luire is one such non-conventional retail unit, designed as a flagship store for Fortune Farms serving as a trailblazer in the market of Gujarat, India. Since the state is renowned for its diamond market, the store sets an example as a maiden outlet for lab-grown diamonds.

The interplay of rusty terracotta and moody charcoal within the retail design creates a narrative steeped in theatrics. It isn't just about aesthetics; it's about storytelling. These rich hues paint a picture that is both dramatic and inviting, setting the stage for the diamonds and gemstones that adorn the shelves. Here, delicate diamonds find a home amidst the fiery Martian milieu, celebrating the juxtaposition of two worlds that couldn’t be further apart, yet somehow feel intimately connected. With nature serving as the primary source of design inspiration, the contemporary architecture of the boutique creates a unique retail experience.

Project Details

Name: Fortune Farm
Store Name: Luire
Location: Ahmedabad, Gujarat, India
Area: 1000 sq ft
Completion: October 2023
Design Firm: MuseLAB
Principal Designers: Jasem Pirani, Huzefa Rangwala
Team: Fahim Khambati, Trupti Desai
Photographer: Ishita Sitwala
Collaborations: Shailesh Rajput Design Studio, Flos India