Good Earth’s new clothing space is a tribute to the slow aging of natural materials

The minimalism contrasts sharply with the colorful and opulent space designed by AD100 architect Adil Ahmad to complement the brand’s Bosphorus-themed collection which celebrated its 25th anniversary last year. While Ahmad worked with rich purples, hand-blocked flowers, glass chandeliers and plush velvets to recreate the grandeur of the Bosphorus, the new clothing floor was inspired by the gradual aging of materials as they are used in their purest forms.

According to architects Paola Conzatti and Kalpesh Solanki, “’materiality’ as opposed to material finishes was strongly pursued in the design. The ‘colors’ were rendered by the nature of the material itself”. The soft stucco finish on the walls was a conscious decision to retain the industrial character. When the white light, created by the smart lighting system, hits the walls, it creates shadows and reflections that mimic the fluidity of clothing.

At each display, a sculpture-like brass installation serves as storage, housing alternate colors and sizes at close reach for a seamless retail experience.

The opening of the new floor coincides with the brand’s new “Sustain Spring” collection which features hand-printed flowers on breezy daywear and limited-edition garments made with handcrafted patchwork designs. It also includes evening wear with intricate zari work on sheer chanderi brocades.

Details of the brass fixture

“As a design house, we believe in sustaining traditions and livelihoods through innovation and giving artisans pride in our shared heritage. Our in-house labels as well as select designer brands share these values, and through our curation, we want to provide our customers with more sustainable choices. The space echoes this vision, with impeccable craftsmanship, innovative design and materials built to last,” adds Lal.