Fluted Volume, a precious architecture

Walking along the main streets of Indian cities, it is not uncommon to encounter showrooms, retail spaces and shops that capture attention through their opulence and ornamentation—both inside and out—featuring sparkling chandeliers and glossy surfaces. This long-established aesthetic is precisely what Urban Form + Objects sought to move away from when designing Fluted Volume, a jewelry showroom in Vijayawada. Its identity and character have made it a bold and enduring landmark, precisely because of its markedly different approach—one that, during construction, sparked both curiosity and some skepticism.

“It was important to create an architecture that spoke of permanence and identity”, says Vineet Vora, architect at the studio together with Prachi Parekh. “Not a glossy layer, but something that feels as if it belongs to the city”.

Fluted Volume: Customization and identity

Set among numerous surrounding buildings, Fluted Volume extends across approximately 650 sq. m, including public areas, exhibition spaces, more private zones, lounges, vaults and high-security areas. Yet its quietly assertive character is already evident from the outside: the façade is clad in ceramic concrete with custom fluted grooves, the result of a careful and meticulous prototyping process.

The outcome is a rhythmic, dynamic effect, evolving throughout the day, while remaining sculptural and monolithic—clearly recognizable within the urban landscape. It represents a synthesis of public visibility, invitation to discovery and brand identity. The façade, neither fully opaque nor transparent, also plays a crucial role in capturing natural light and channeling it into the showroom through tall windows—an essential element in balancing openness and privacy, visibility and discretion.

Visibility and intimacy

Inside Fluted Volume, visitors encounter generous spaces functionally organized between high-traffic areas and more exclusive, intimate zones, all accessed from the front. The terrace even hosts a gold melting furnace, while vaults and high-security spaces are located at the rear, with a dedicated entrance.

Circulation within the building is defined by carefully calibrated transitions, balancing visibility, intimacy and security. All spaces are unified by a refined material palette, in shades of beige and earthy tones, creating environments that are both sophisticated and comfortable.

The role of light

The true protagonist of the interiors, enhancing the fluted motif that continues from the exterior into partitions, floors and backdrops, is natural light. In addition to large glazed surfaces, a double-height void brings daylight deep into the building through a skylight. Light also animates the staircase, reflecting and diffusing to create a sense of lightness. “It was about allowing a little surprise”, notes Prachi, “a moment where the architecture feels unexpectedly delicate”.

“What makes this project unique is that it survived the noise, the influences, and the temptations to dilute the vision”, the architects conclude. “In the end, the city that doubted it has claimed it as its own, affectionately calling it The Red Fort”.

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