This retail store, located in Dhanmill, Delhi, owned by Indian couturier Sureena Chowdhri, is a visual representation of calm and rejuvenation, standing bold and distinguished, as a brand should be.  “The 700 sq. ft space has been washed with a monotone color palette to achieve a beautiful backdrop, complimenting and not overshadowing the bright and lively colors of Sureena’s Indian clothing line. The design approach they used here is earthy and minimalistic, making it an experiential store, detached from the traditional viewing of an Indian clothing store.” 

The facade of the store, finished in rust color, and adorned with gold signage and flower beds on either side of the entrance, stands bold and beautiful in the lanes of Dhanmill, giving the store character and making it stand out as an experience. Once inside the store, a curved feature wall, further punctured with niches and the brand name welcomes you and sets the mood for the entire store with walls curved and rounded at the edges to retain the softness and femininity of the brand.  These walls are adorned with textured paint and stand seamlessly on the muted floor tiles. 

To accentuate the interior more, all articles of clothing are made to hang from slim golden rails, affixed away from the walls, adding depth, and drama and fulfilling the purpose of the space.  The back of the storehouse, has 2 changing rooms, each fronted with muted color curtains and segregated by a beige herringbone patterned flooring.

With a simplistic yet striking approach, the use of beige and gold throughout the store ties together the entire space with warmth, and elegance and makes the perfect backdrop for their main purpose, selling clothes. With a focus on materiality, structure, and the designer’s garments, Sureena wanted the clothes to speak for themselves and interior design to be a medium to make it happen.