Threaded Treasures
WINDOW DISPLAY • LIGHTING DESIGN • PROP DESIGN
CHIRAG JEWELLERS, KOLKATA | 2024
For Chirag Jewellers, the challenge lay in crafting an eye-level window display that organized their gold, polki, high-value, and diamond collections—without clashing with an already material-rich store interior. Drawing inspiration from brands like GRAFF., the intent was to create something subtle, sophisticated, and deeply tactile. Our solution embraced restraint: a display defined by floating props, soft geometry, and a muted, layered elegance.
AWARD: MERIT
Window Display (Non-Festive Product Promotion)
The concept was shaped by the brand's existing color palette, leading us to a dimensional approach where each collection was framed within layered satin-silk panels in hues inspired by the store's interiors. These weren't just backdrops—they were canvases embroidered with delicate, bespoke patterns that echoed traditional Indian craftsmanship. The embroidery wasn't ornamental; it was intentional.
In the Kundan section, matte off-white panels with barely-there motifs allowed the warm tones of meenakari to breathe. For the diamond collection, a monochromatic grey palette and subtle geometric stitches created a serene, minimal frame. The high-value section used rich aubergine—a color long associated with royalty—accented by gold-thread highlights and understated motifs, letting larger diamonds hold court.
Floating shelves brought the jewellery to eye level, while cove lighting played with depth and reflection, enhancing textures and drawing focus. Each section felt distinct yet connected—thanks to coordinated props and a cohesive visual language that merged elegance with functionality. What set this approach apart was the use of embroidery not just as a design feature but as a quiet language of luxury, elevating the display into an immersive, tactile narrative.
