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 development firm in India, wanted their latest sales gallery to be more than a place for business transactions but also a showcase of design and construction.
Confluence designed the space, which is located in Ghaziabad, India. As the team began to plan this new showroom, dubbed the Gaur NYC Experience Centre, organic forms came to the forefront. “The concept was based on the curves of caves with water flowing through them,” says Vineeta Singhania, founding partner and principal architect, Confluence.
Contrasting textures that echo those in the natural world set the tone at the entrance. Angled glass panels paired with vertical metal louvers create a wave effect. In the double-height atrium, greenery is strategically placed on a bed of river rocks to help define the open area.
The space, while certainly striking, is only temporary, and is expected to be utilized for the next year until all the Guar NYC apartment units are sold. The architects, ever-mindful of this constraint, embraced simple materials and reuse.
Sculptural white walls that appear to be solid stone are actually made from a steel framework and reinforcements covered with mesh. Finished in plaster, asymmetrical openings create an interplay of illumination and shadow. Many pieces will be repurposed, including furniture and hand-knotted rugs that will eventually decorate the company’s other clubs and offices across the region.
Moments of delight are found in every corner of the gallery. Portals and glass doors offer just enough separation yet maintain visual flow. Polished marble flooring that features light and dark diagonal slabs adds luxury underfoot. A diaphanous ribbon fixture seems to float overhead like a cloud.
A series of lounges allow potential buyers to review options in plush settings reminiscent of hospitality environments where comfort is key. The café is a favorite spot, with touches that reinforce the developer’s emphasis on Manhattan-inspired living. Clients can sit in the theater-style audio-visual room and watch a presentation. Reserved for executives, workspaces on the upper level balance privacy and transparency.
The simplest of elements were brought together in this immersive center to encourage positive interactions, beyond sealing the deal. “The organic forms are really a surprise that create an elevated experience for everyone to enjoy,” Singhania notes.
To see more work but the studio, visit confluenceworld.in.
Photography by Avesh Gaur.
