Motivated by the challenges of futuristic ‘phygital’ spaces I conceptualized Theatre X, a physical store for a digital only platform. Exploring the enhanced flexibility of digital interfaces, facilitated by detailed mechanical systems, Aarushi has created an iterative store, defined by its undefined nature in these uncertain times. This store questions the architecture of a digital space by creating a unique setup for potentials, rather than assigning a predefined solution. The resulting project is a blank canvas that speaks to a range of issues including sustainability of fashion and retail, brand and cultural identity and its connection to physical spaces.

Designed by Aarushi Kalra