The Indian consumer market has been on the move for quite some time, but in recent years it has matured and is shifting gear, spawning a new generation of local brands and retailers. In the latter category falls Superkicks, a multi-brand sneaker store founded in 2018 by young Indian entrepreneur Sangeet Paryani who caters to the young generation’s growing palate for a pair of statement sneakers. Following stores in Mumbai, Hyderabad and Bengaluru, three of India‘s biggest cities, Superkicks has recently opened up shop in New Delhi. Interestingly, each the brand’s retail spaces have a design-led concept, and the newest outpost in the capital city is no different. Situated in the affluent Vasant Vihar district of town, the store occupies 2,235 sq.ft. (208 sqm.) spread across the voluminous ground floor and basement of a modern building at Priya Market, a popular open-air shopping centre.
The interior design, created by local design practice Joint Studio, aims to add to the shopping experience and has taken inspiration from the city’s historic forts – did you know that no less than 20 can be found in and around the city? – and especially the Red Fort, a 17th century landmark structure in the oldest part of town on the banks of the Yamuna river. Needless to say, the red colour palette, using locally sourced materials such as sand stone, terracotta, terrazzo, and also glass bricks, is the most obvious reference. Mind you, even the façade is dipped in red and additionally adorned by a grid. The voluminosity of the ground floor has been retained by creating a minimalist and uncluttered setting which sees a tiered volume occupying half of the space and an upper level with recessed shelving.
Furnishings comprise orange displays in various whimsical shapes, a swirling white bench, two red benches, and a display wall with scaled out shoe laces which not only celebrates Indian wood carving, but also serves a playful focal point while showcasing multiple products at the same time. An eye-catching large acrylic tube also serves as a shoe display. Adding further to the dynamic atmosphere is the lighting of suspended concentric circles. The basement area sees a matching aesthetic, featuring an elongated counter of glass blocks flanked on one side by a slightly undulating wall with recessed shelving. The new Superkicks store carries a wide range of leading sneakers and matching apparel by leading brands, including New Balance, Asics, Nike, Suicoke, adidas, Converse, Puma, and Vans.
Superkicks
Priya Market, 38 Munirka Marg (Vasant Vihar)
Delhi 110057
Telephone: +91 11 46595396
Daily 11am-8pm
Publishers Note
Just to be clear – superfuture® is a design blog and not a political commentator. No surprise there. The scope of our content has always been global and borderless, however that can often mean covering projects in countries where we will not agree with the politics or actions of those countries. In a world that’s as screwed up as ever right now, the focus of our support is to those designers, architects and other creatives who aim to make the world a more liveable one – as opposed to people that try their hardest to destroy it. So if a project hits our desk and we like it based on its design credentials, we may choose to publish regardless of its location or creators nationality. superfuture® has always been inclusive and hopes for all current wars, aggression, violence, hate and extremism to end.
