Swadesh gets featured in VMSD

Featuring FRDC's design ideation for Swadesh, the publication speaks of India's rich culture and how India holds some of the most exquisite treasures of such skills and artistry.

CONCEPT: Housed in a historic movie theater with an art deco façade, the new Mumbai flagship for Bangalore-based apparel and home goods retailer Swadesh is a celebration of traditional Indian craftsmanship and patterned design motifs showcased from floor to ceiling.

1. NOW SHOWING

   Swadesh’s new flagship is located inside the historic Eros Cinema in Mumbai, constructed in 1938. The theater closed in 2017, and was restored and reopened in 2024. Its stunning art deco-inspired façade was not a major influence on Swadesh’s interior, however. After walking through the contemporary exterior, guests are welcomed into a space primarily influenced by historic Indian craftsmanship.

   
   

2. ARTS AND CRAFTSMANSHIP

   Inside the flagship, fixtures and intricately hand-carved accents are made from dark Indian teak, rosewood and acacia wood, which have traditionally been used in Indian interiors and furniture – and in Swadesh’s home goods merchandise. “When it comes to wood carving, India holds some of the most exquisite treasures of such skills and artistry,” says Sanjay Agarwal, Managing Director of Bengaluru-based retail design agency FRDC that led the flagship’s design. “Hence, it was important to manifest such art and crafts of wood.”

   
   

3. A NOTCH ABOVE

   Swadesh’s celebration of traditional design motifs extended into the ceilings. A variety of designs are used to differentiate sections and zones of the store as well as to highlight fine detailing in rafters and cornices. The architectural styles of Indian temples, havelis and palaces were inspirations to “showcase craftsmanship and artistry across various structural elements,” says Agarwal.

   
   

4. GOLD STANDARD

   Traditional materials and techniques from Indian architecture were translated into Swadesh’s modern flagship, and this included the use of gold. Gold is an auspicious material and color in Indian culture, symbolizing divinity, luck, generational legacy and other good omens. Gold accents are used throughout the new flagship in doorway arches, signage and around the edges of glass displays and dark wood fixtures.

   
   

5. HOLDING PATTERN

   Indian white marble (sourced from Rajasthan, India), Indian redstone, quartz, mother of pearl and onyx make up the flooring. Intricate embedded patterns are inspired by the country’s luxurious palaces and architectural landmarks. “Traditionally, India didn’t have carpets but floral and geometrical patterns to highlight and accentuate flooring,” says Agarwal. “The same philosophy has been used in Swadesh to accentuate the flooring.”

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