Along with the adoption of a wedding-centred narrative for their stores in order to visibly cement the brand’s current marketing direction, Tanishq has chosen to extend their awareness of a region’s traditional and cultural preferences to their store-atmosphere to get closer to their customers and appear more rooted to their surrounding visual, social and architectural environment. With the above mandate, and focus on the client’s upcoming store in Pune, this project was a brief sojourn into the dense folds of Indian handicrafts practices and vivid vernacular and historical architecture in search of inspiration and imagery; and the chance to tug them to shores more contemporary.