Project GOLD RUSH is a retail store that commemorates gold as a color and a cultural symbol in the subcontinent. Gold holds a significant presence in the culture of this region, not solely as a precious metal, but also reflected in the natural landscape, from the sun's warm tones to the ripening wheat fields and the desert sand's hues. Beyond visual culture, gold permeates language and fashion, where gold jewelry transcends conventional fashion sense and complements all colors and cuts effortlessly.
The store design features a bold and distinctive use of gold paper as the primary interior finishing material. By pasting over 22,000 gold leaf papers by hand, each piece acquires a unique texture and form through the skilled craftsmanship of the artisans. The intentionally minimal material palette allows the gold paper to express itself profoundly, providing a unified and cohesive interior.
The loose gold paper fragments left hanging on the walls during installation are thoughtfully designed to attach themselves to visitors' clothing, creating a reminiscent keepsake of their store visit.
Gold has left an indelible mark on the people and material culture of this part of the world, and Project GOLD RUSH celebrates this association by embodying the multifaceted ways in which gold has shaped the region's identity.
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