Luxebook November 2022

space with Textiles, Furniture and Vintage finds from international markets. A restored haveli spanning three floors the store guarantees an experience for all your desires. Full of linen, furnishings, clothes, jewellery and furniture, Serendipity, offers a retail experience along with a culinary delight at their rooftop which is nothing short of gorgeous. Serendipity focuses on the idea that “it’s not about the destination, it’s about the journey.” Kolkata to New York While home décor brands champion the tactile senses, fashion stores often captivate your visual senses as they take you into a world of fashion and art. Fashion designers often showcase their style sensibilities through the artistic interiors of their store. While some collaborate with others for a unique experience, others showcase a new line or product category; while some have a private consulting room to make the experience personalised. Sabyasachi, the brand holds immense weight in the fashion world. It is synonymous with opulent stores that promise grandeur and royalty as you enter the store. His newest addition to the gamut of stores is the one in New York City at 160 Christopher Street. The store launch created a lot of buzz in the news last month and is also the first international flagship store. The store celebrates the rich culture of India and is unapologetically maximalist, decadent, and ornamental. It is a celebration of the handmade and the finest of Indian artisanship with a uniquely modern perspective. What truly makes this experience special is the design and architecture of the store, the breath-taking expanse and attention to detail, instantly transporting you into a regal world of Indian artisanship which is intrinsically Sabyasachi. “I have spent the last two decades creating a brand rooted in heritage, artistry and a point-of-view that is authentically Indian. It’s time for me to share this with the world,” said Sabyasachi Mukherjee. “The New York edit shamelessly interlaces the east and west, the traditional and rebellious, the precious and profane, and the sensorial with the intellectual,” the designer further adds. The Bengal Tiger insignia is deconstructed across prints and fine artistry. The tropical flora and fauna of Bengal’s Sundarbans are hand painted by the Sabyasachi Art Foundation and digitally rendered into now classic house prints. The New York edit maps the journey from SH NOW by Sarita Handa Mrs Suparna Handa (L) and Mrs Sarita Handa (R) Kolkata to New York, and revels in the decadence of Indian craft, heritage, and the spirit of a new renaissance. But when you speak of aesthetically curated stores, one can’t miss the new JJ Valaya experiential and flagship store ‘The World of Valaya’ to the JW Marriott Hotel in Aerocity, Delhi. The awe-inspiring beauty of the store, spread across 12,000 square feet and two-storeys features the designer’s three primary loves under one roof — fashion, home, and photography. To make the immersive in the true sense of the term, everything in the store has been designed, developed, or curated by the master couturier and takes maximalist route to design. Upon stepping into the store you with stumble on a small reception, and the store also has a jewellery section adorned with pieces from Aulerth, and the brands new bridge-to-luxury brand, JJV. A regal and opulent winding staircase takes you up to the most special chamber — a room dedicated to some of his most expensive and intricate bridal lehenga with a museum-style display. Finally, the store has a section for couture and home décor and it boasts scene photographic works of the designer. The future of experiential stores With the increasing need for emotional connect, longlasting experience and tactile experiences of new product categories or modern technologies, brands are being forced to rethink their strategies and push creative boundaries when it comes on to the use of space. While the e-commerce space is booming, customers still want to touch and feel, they walk into a store and see the products that is paving the way for more experiential stores across the globe. An experiential store creates a memory and a lasting experience that forms a unique connection with the clientele and will also influence the purchasing power. However, experiences are not limited just to stores, pop-up shows account for experiential spaces as well as opposed to aggressive, hard-sell marketing tactics, give breathing space to the consumer, and let them be themselves. These spaces curated to suit the brand, style, and audiences are tailor-made for the consumer. But the bottom line remains that engaging with the customers is a very vital factor and retailers are getting creative as they experiment and try new methods of engagement and experiences. Ikai Asai X Ravi Vazirani 14|L U X E B O O K|N O V E MB E R 2 0 2 2 N O V E MB E R 2 0 2 2 |L U X E B O O K| 15

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