museLAB's fortune farm store is a voluptuous terracotta landscape

inside the martian-inspired Fortune Farm jewelry store

Fortune Farm is the most ambitious retail design by MuseLAB to date. Completed as the India-based studio’s first-ever jewelry store in Ahmedabad, the project alludes to a martian landscape, where peachy terracotta surfaces fold and warp around diamond pieces displayed in an island layout. ‘The idea was to create an experience of otherworldliness through a series of sensuous, textural, undulating surfaces that house the army of the ring bearers within biodome-like cloches,’ shares the design team.

all images © Ishi Sitwala, courtesy MuseLAB

muselab combines terracotta, mirrors, and bubbly forms

Further highlighting the martian-like aesthetic is the suspended ‘blob’ at the storefront of Fortune Farm, housing diamonds in its belly. Moving inside, clients and brides-to-be discover a series of strategically placed mirrors crafted with organic outlines at varied heights. These reflective surfaces expand the interiors’ voluptuous design by MuseLAB (see more here), all while providing visual feedback for clients trying on jewelry. At the center of the retail store is a ‘discovery’ island, creating an obligatory route for visitors; the indents on the island become mandatory pitstops for observing and conversing.

Fortune Farm jewerly store in Ahmedabad

a lunar-like charcoal landscape as a central display

Adorning the island top is a lunar-like charcoal landscape created by Shailesh Rajput Studio. This installation combines whimsical displays of ring bearers covered in glass domes, which the salesperson gently lifts while a potential buyer takes in the diamond cuts. Almost theatrical, the act of lifting offers an engaging and refreshing experience for customers at the Fortune Farm store. The team at MuseLAB executed the project in Ahmedabad in a little under two months.

using voluptuous terracotta surfaces to create a martian-like landscape