Vashi Piccadilly

gpstudio helped VASHI launch its transition from pure online diamond jewellery customisation to a physical concept store in the heart of Piccadilly, London.

We redefined the customer journey entirely within this new multi-channel experience.

In VASHI stores, the diamonds are not sheltered by glass; on the contrary, customers are invited to touch and select their own diamonds and settings on a monolithic work surface inspired by the many facets of a cut diamond. Most unusually, customers can sit alongside their master jeweller (Alchemist) while their heirloom is created in front of them in the main store or in an ultra-modern laboratory that is, in effect, a fully functioning jewellery factory.

The architectural design underpins the brand ethos: I made this for you” always trumps “I bought this for you.”