7/21/2019 Lifesteel - An Arttdinox Store in New Delhi

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Lifesteel !A contemporary look sprinkled with a dash of Indian designs makes the newly opened

Arttdinox store in New Delhi an interesting space that complements the brand’s identity

and the merchandise it houses. Designed by DFC, the warm hues coupled with home-like

ambience sets the brand apart from the stiff environments of other stores in the genre.

Arttdinox, a brand by Jindal Steels

and Lifestyle, recently launched its

first flagship store at the DefenceColony in New Delhi to offer Indian houses

a contemporary design range of dinnerware

and kitchens. “Jindal Stainless Limitedprovides best quality steel, so the objective of

changing the business model from that of adirect retailer model into a store is to bring

the excellent designs and forms in stainless

steel tableware and home décor productsto India. Each product depicts a relationship

between the conventional Indian roots and

modern living,” says Deepika Jindal, ManagingDirector, Jindal Steels and Lifestyle.

Designed by DFC, FRDC, Bangalore, the

store is a first of its kind in India to offera comprehensive range of kitchens and

kitchenware under one roof. Complementing

the brand’s merchandise, the store has aninternational contemporary and minimalistic

look with a distinct touch of Indianism.

attention grabbing glass exterior outlined with the brandor, fuchsia, hence creating a visual signature for the brand

7/21/2019 Lifesteel - An Arttdinox Store in New Delhi

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Glossy seamless Nesting tables feature large solutions for different occasi

7/21/2019 Lifesteel - An Arttdinox Store in New Delhi

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Chanda Kumar

“We wanted to provide a design driven by

Indian minimalism. We looked for inspirations

in Indian and European kitchens. Featuring

an eclectic selection of modular kitchens

in stainless steel and home décor products

in five categories of bar, beverage, dining,

kitchenware and accessories, the store also

combines a 'Design with us' corner for

customization and client's specific needs,” 

shares Sanjay Agarwal, Director, FRDC.

Located in the uptown Defence Colony of New

Delhi, the Arttdinox store has an attention

grabbing glass exterior outlined with the

brand color, fuchsia, hence creating a visual

signature for the brand.

Measuring 2000sq ft, the store is primarily

divided into three zones i.e. the home décor

products, the stainless steel modular kitchens,

and the ‘Design with us’ corner. The home

décor section is designed on organic curved

in-lit shelves that are inspired by the forms of

the offerings.

“We wanted to design something that

complements the design of the products on

display. And we found that most cookwareand dinnerware take a round or oval shape,

hence the curved shelves bring this element in

the store design,” Sanjay says.

Blending Indian culture in the design vital

for Arttdinox’s brand identity and this was

created using colors and forms. Yellow display

shelves are inspired from turmeric or ‘haldi’ an

important ingredient in the Indian cuisine.

“Turmeric and chilli powder act as core

ingredients in every Indian dish. We thought

that since the ‘red’ associated with chilli

powder would be too loud for the space; the

warm ochre shade of turmeric has been used 

as a base for the merchandise to be displayed,”

Sanjay adds.

The upmarket environment is designed to

be apt to feature its premium products.

Glossy seamless Nesting tables feature large

solutions for different occasions. Props such

as fresh flowers not only break the monotony

but also portray a home-like setting for themerchandise.

According to DFC, the store’s color palette

is muted for sophistication, hence natural

washed ozone grey flooring, ceramic tiles

on walls, and curvilinear shelves with LED in

lighting, mustard/haldi yellow tint of glass

as surface, all blend to create the desired

effect and environment. Boutique lighting

is designed to highlight merchandise and

special features in the store and the ambient

lighting a soft general lighting. Encouraged

with a great response to the launch of its

first store, the brand is opening its secondexclusive outlet in Mumbai at the end of this

year. Arttdinox has been operating through an

extensive dealership network across 15 cities

in India including metropolitans like Delhi,

Mumbai, Bangalore, Ahemdabad and Pune

among others l

Brand Owner 

Deepika Jindal, Jindal Lifestyles

Marketing & Communications Head 

Urvashi Agarwal, GM, Arttdinox

Project Manager (Client side)

Divya Sharma, AGM, Jindal Consultancy

Limited

Retail Design Strategy & Concept

DFC, FRDC, Bangalore

Design Strategy 

Sanjay A, Tanushree S

Design Team 

 Vivek B, Manoj R, Sayantani B, Fazal K, Sanjay

U, Surabhi G

Interior Contractor

Diviana

Signage 

Racorp

Photography 

Ramesh A - Mad Design Lab

The home décor section is designed on organic curved in-lit shelves that are inspired by the forms of the offerings

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