Architectural Group: Morphogenesis, New Delhi
Client: Delhi Art Gallery
Project Location: New Delhi – India
Project Year (Completion): 2009
Project Area: 950 Sq.ft.
Built up Area: 950 Sq.ft.
Project Type: Institutional/Retail
Image Courtesy/Copyright: Edmund Sumner
A pre-requisite to art retail is the maximization of wall space, which is designed for maximum exposure of a quantum of art works. Additionally, the store was intended to have the ability to transform itself for a variety of art events; to house the complete bandwidth of art works; from high-end solo shows of a few works to huge group shows with segregated and mobile spaces.
Another challenge was to accommodate a library, an area for public dissemination of art works, storage, display and offices all within an area of 900 sq ft.
Conceptually conceived as an exuberant, glowing event space, the intent was to create an optimal setting for exhibiting art, which would be flexible, to present an array of art works in their varied forms and sizes, while at the same time ensuring that the limited wall area is best optimized. This was done by create more wall area for the retailing of the art works by means of a combination of fourteen movable/re-configurable panels and 3 Fixed Panels to create six rooms instead of one.
The interplay of the panels provides the entire space with an intended dynamism which expresses itself by way of a constantly transforming architecture; by creating an event space and an experience which can display the art in an innovative, yet elegant manner. Passersby have the chance to glimpse the action inside; the repetition and variation of the panels and the performance itself.
Lighting is easily configurable and flexible in accordance with the arrangement of the panels and panel sizing.[quote]Simplicity is achieved through the materiality; the flooring is in a subtle grey natural stone and the gleaming whitewashed backdrop provides a blank canvas for the works of many nationally and internationally acclaimed artists. [/quote]
All lines are straight and minimal in order to create an architecture that is impactful and yet does not challenge the artworks or vie for attention.
An information hub characterizes the entrance space by generating interest, before one actually steps into the gallery. A flat screen tabletop endorses the customized, luxury retail environment; through its e-functions of information, data, publications of each of the artworks.
A full wall-sized multi-media projection screen at the entrance façade maximizes the interface between the gallery and passerby; by exhibiting the gallery collection, the pedagogy of the artist and information on the art works itself. Hence, the screen on the front façade virtually extends the gallery space and art becomes inclusive.
DAG defines a new vocabulary in the art retail paradigm that encourages encounters and plays with perception.
Cityscape Awards, Emerging Markets, Dubai, Highly Commended Seal of Distinction. 2010
Indian Institute of Interior Designers- Anchor Award (Public Places-National), Commendation. 2011
Indian Institute of Interior Designers- Anchor Awards (Public Places-Regional), Runners-Up. 2011
Office Architect of the year, Property Awards for Commercial Property excellence. 2011
Retail City Awards, Dubai, Highly Commended. 2011
Al Handasah Magazine, June 2010
Architecture + Design, September 2010
Clippings, April 2012
Domus, March 2010
Insite, February 2012
Time Out Delhi, December 2010
[author][author_image]http://www.howarchitectworks.com/wp-content/uploads/2012/10/Manit-Rastogi.png[/author_image] [author_info]Morphogenesis is recognized globally as one of the leading Architecture firms from India. Founded in 1996, the firm is based out of New Delhi and is a collective offering specialized services in Architecture, Interior design, Masterplanning , Urban design, Landscape design & Environmental design consultancy.[/author_info] [/author]