When a structure doubles as a sales tool, it can serve as a powerful three-dimensional example of a brand’s ethos. Gaurs Group, a leading real estate developer in India, wanted its latest sales gallery to be more than a place for business transactions but also a design and construction showcase.
Contribution designed the space, which is located in Ghaziabad, India. As the team began to design this new showroom, which was named the Gaur NYC Experience Centerorganic forms came to the fore. “The concept was based on the curves of the caves with water flowing through them,” says Vineeta Singhania, founder and principal architect, Confluence.
Contrasting textures that echo those of the natural world set the tone for the entrance. Corner glass panels combined with vertical metal blinds create a ripple effect. On the double-height atrium, the putting green is strategically placed on a bed of river rocks to help define the open area.
The space, while certainly impressive, is only temporary and is expected to be occupied for the next year until all Guar NYC condo units are sold. Architects, ever aware of this limitation, embraced simple materials and reuse.
The sculptural white walls that appear to be solid stone are actually made of steel framing and mesh-covered reinforcements. Finished in plaster, the asymmetrical openings create an interplay of light and shadow. Many pieces will be repurposed, including furniture and hand-knotted rugs that will eventually decorate the company’s other clubs and offices throughout the region.
Moments of pleasure are found in every corner of the gallery. Gates and glass doors provide enough separation but maintain visual flow. Polished marble flooring with light and dark diagonal slabs adds luxury underfoot. A transparent ribbon attachment appears to float above like a cloud.
A series of lounges allow potential buyers to review options in plush surroundings reminiscent of hospitality environments where comfort is key. The cafe is a favorite, with touches that reinforce the developer’s emphasis on Manhattan-inspired living. Customers can sit in the theater-style audio-visual room and watch a presentation. Intended for executives, upper-level workspaces balance privacy and transparency.
The simplest elements were gathered in this immersive hub to encourage positive interactions, beyond sealing the deal. “Organic forms are really a surprise that create an elevated experience for everyone,” notes Singhania.
To see more work outside of the studio, visit confluenceworld.in.
Photo by Avesh Gaur.
