For streetwear brand BLUORNG (pronounced blue-orange), the new Gurgaon retail store needed to capture the spirit of the brand and excite customers from the outset. Moving away from the ubiquitous, Metanoia Designs LLP has created an experiential retail environment more akin to a futuristic cave than a conventional high street store.

Having already worked with BLUORNG on five locations across India, Metanoia Designs has now delivered a standout project for the brand’s Gurgaon flagship.

The project began in 2022, when the founders of BLUORNG first approached Shivangi Sharma and Prakhar Jain, co-founders of Metanoia Designs, with a bold brief: to create a retail space that felt like a cave, carved from a raw, monolithic concrete palette. The idea was instinctive and immersive, although still searching for its final form.

By 2025, as a new store opportunity emerged in Gurgaon, the project returned to the drawing board with greater clarity and ambition. The design moved away from repetition, embracing instead a dynamic, cave-like environment conceived as a singular spatial experience within the context of a shopping mall.

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The reimagined concept deepened the original vision and began to embody the energy and unpredictability of the BLUORNG brand, transforming the store into more than a retail space: an evocative, exploratory landscape.

“We realised that within a mall, visual impact and spatial recall are essential. We needed a design that stood out and invited people in,” says Shivangi. “That led us back to our earliest concept – a cave. This time, we committed fully to the idea.”

The interior features undulating walls and curved recesses that mimic organic landforms. Products are displayed within these recesses, integrated into the architecture without disrupting circulation or lines of sight. A series of columns anchors the central space, acting as both architectural pivot and visual landmark.

To achieve the design, the team undertook extensive digital modelling, using intuitive extrusion and form manipulation techniques. The goal was to maintain a sense of natural randomness, achieved through trial and refinement until the final form felt both raw and composed.

As with all BLUORNG stores, materiality plays a central role. Here, the palette remains minimal, with micro-concrete surfaces chosen for their visual cohesion as well as their reliability.

A key feature of the Gurgaon store is BLUORNG’s iconic logo, transformed into a metallic art object. Created in collaboration with Delhi-based contemporary functional artists Nitush Aroosh, renowned for their work with stainless steel, the logo has been reimagined in beaten steel and installed prominently within the space. It serves as both installation and future collectible, reinforcing the brand’s vision of design as cultural expression.

While the store’s organic forms suggest complexity, the design team notes that the spatial planning was less technically demanding than previous projects in Delhi and Ahmedabad. However, achieving a minimalist and sculptural result on a limited budget posed its own challenges.

“Minimalism, when done properly, is unforgiving,” says Jain. “With fewer elements, every detail matters.”

BLUORNG Gurgaon is a confident addition to the brand’s retail portfolio and a striking example of how spatial design can extend a brand identity beyond product. Harnessing technology to create a cave-like world of concrete, curvature and display, Metanoia Designs LLP has delivered a store that feels immersive without losing its commercial clarity.

In an ever-changing retail landscape, BLUORNG Gurgaon suggests that the future of shopping may be less about transaction and more about atmosphere, memory and encounter.

Metanoia Designs LLP
meta-noia.in

Nitush Aroosh
nitusharoosh.com

Photography
Avesh Gaur