former textile warehouse transforms into fractal-inspired jaipur rugs showroom in mumbai

Roar Uses Mathematical Fractals for Calming Retail Journey

In Mumbai’s historic Lower Parel district, design practice ROAR completes the interior of a new Jaipur Rugs showroom within the Empire Mills compound. Located in a former Victorian-era cotton mill warehouse, the project connects the industrial history of Mumbai’s textile district with India’s continuing tradition of hand weaving. The design introduces a spatial system based on fractal geometry, translating the repetition and rhythm of hand-knotting into a series of stepped architectural volumes that organize the showroom.

The site forms part of Girangaon, the historic ‘mill village’ that became a center of Mumbai’s textile industry during the late nineteenth century. The neighborhood was once characterized by spinning sheds, chimneys, and cotton warehouses, contributing to the city’s reputation as the ‘Manchester of the East.’ Although many of the former mills have since been converted into cultural and commercial spaces, the area retains traces of its industrial textile history. For Jaipur Rugs, whose practice is rooted in hand weaving, the location establishes a connection between this industrial context and India’s contemporary craft traditions.

The showroom occupies a former warehouse in which the original Victorian steel structure, pitched roof, and clerestory glazing have been largely preserved. ROAR refurbished the existing shell while retaining its generous internal volume and structural character. The resulting interior provides an industrial framework for the new architectural elements and allows the rugs to remain the primary focus of the space.

all images ©Avesh Gaur

Fractal geometry organizes Jaipur Rugs showroom’s interior

Within the open warehouse, design practice ROAR introduces a spatial system derived from fractal geometry and the repetitive structures associated with weaving. A series of cuboid volumes runs through the interior, initially conceived as a way to conceal existing structural columns before developing into the central architectural language of the showroom. The stepped forms appear at different scales and serve multiple functions, including display platforms, gallery walls, and reflective installations. Their repeated geometry divides the large floorplate into smaller, legible zones while creating a continuous sequence through the showroom. The use of fractal patterns also references structures found in nature, such as branching trees and river systems, establishing a spatial rhythm that corresponds with the repetitive processes of textile production.

This framework allows Jaipur Rugs’ collections, spanning contemporary designs and heritage weaves, to be arranged in distinct areas rather than within a single retail hall. Flat display surfaces function as gallery walls for large-format rugs, while mesh partitions define areas for weaving demonstrations and bring elements of the production process into the showroom. Smaller lounge settings are distributed throughout the plan, providing informal spaces for designers and clients to review rugs and materials. Along one side, a vertical rug archive incorporates pull-out tiled storage systems that allow visitors to browse the wider collection, transforming storage into part of the showroom experience.

fractal geometry translates the repetitive rhythm of hand-knotting into architecture

Origami-like installations extend the geometric language

The entrance is marked by a suspended installation of origami-like metal birds positioned beneath the timber roof structure. The installation draws attention upward and leads visitors into the showroom. Related folded geometries appear at a larger scale within the display areas as reflective installations, extending the geometric language established by the fractal-inspired volumes. The spatial sequence combines display, browsing, demonstration, and seating areas, creating different degrees of engagement with the rugs and their production. Behind the gallery spaces, packing, loading, and staff areas are accessed through a separate entrance, allowing the operational functions of the showroom to remain independent from the public areas.

stepped cuboid volumes organize the showroom across the open floorplate

Industrial materials frame handwoven Jaipur Rugs’ textiles

The material palette responds to the building’s industrial character while establishing a neutral setting for the rugs. Warm timber structures, raw steel elements, and reflective surfaces are combined with handwoven textiles and traditional weaving tools. These materials connect the preserved warehouse structure with the craft processes represented by Jaipur Rugs’ collections. The architectural strategy is based on repetition and scaling. Similar geometric forms recur throughout the interior, functioning at different scales and in different configurations. This creates a spatial pattern that parallels the repeated knots and rhythms involved in rug making.

The result combines the functions of a showroom, archive, and exhibition space within the existing warehouse. The fractal-inspired architecture organizes the large industrial volume into a sequence of display and gathering spaces, while the material palette and retained structure establish a connection between Mumbai’s textile history and contemporary Indian craft.

repeated volumes create distinct zones for rugs, demonstrations, and seating

large-format rugs are presented on flat architectural surfaces

the geometric structures conceal existing columns while defining display areas

handwoven textiles and traditional weaving tools connect the interior to craft

the preserved warehouse structure provides a framework for the new interventions

suspended metal birds mark the entrance beneath the timber roof structure

a vertical archive uses pull-out storage to display Jaipur Rugs’ wider collection

repeated geometric forms echo the rhythm of textile production

the showroom combines retail displays with archive and exhibition functions

partitions define areas for weaving demonstrations within the showroom

ROAR transforms a former Victorian cotton mill warehouse into a Jaipur Rugs showroom

project info:

name: Jaipur Rugs | @jaipurrugs Showroom, Mumbai

interior designer: ROAR | @designbyroar
location: Mumbai, India

photographer: Avesh Gaur | @avesh.gaur

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edited by: Christina Vergopoulou | designboom

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