An immersive milieu that places its core product at the heart of its visual storytelling for all of posterity to behold. At The Brick Bond, conceptualised and executed for Jindal Mechno Bricks group, the humble yet most resilient fundamental of construction conjures an ingrained and palpable narrative that permeates the very walls of the space.  

Located in the teeming construction material retail nucleus of the Indian capital, the overhaul of the obsolete design identity began for the studio at the façade-level; the primary interface of a visual connection that patrons establish with a retail destination. The unassuming and uniformly punctured elevation alluringly beckons one through its portal, headlined by the overlay of brick architecture — a maneuver that allows the core material to don a focal role in a trice.

As India’s foremost brand of modular bricks and with a celebrated legacy of its craft to be carried forth, the design impetus pivoted around the conceptualization of a resonant ‘Brand Architectural Ethos’ that could define the experiential centre at hand and venues the world over. Focusing on the lifecycle of each brick from its earthly genesis to its firing, the interiors have been interpreted as a contemporary dive into the chambers of a classic brick kiln. Bestrewed in a lyrical concoction of a gamut of earthy hues and laying patterns of brick bonds, the venue has allowed the bricks to become the true-blue protagonist in the spatial scheme.

With a warm spectrum of yellows, terracotta, browns and taupe, the floors, ceilings, and walls have been swathed in various brick modules that gain their distinct tints based on the firing levels the native clay undergoes. With three distinct brick bond typologies, primarily across the façade, interior walls, floors, and the vaulted ceiling, the architectural intervention focuses on exhibiting to the patrons how the material can be utilized in an ingenious and malleable manner.