The namesake label of Indian fashion designers and brothers Shantanu and Nikhil Mehra, has unveiled its largest flagship store yet, positioned in the Mumbai, in Bandra.
Spread out across three storeys, the store is strategically located to feature the brand’s wedding wear and bridal couture offerings.
Each level of the store stands out because of its theme and category- the ground floor carries the brand’s “anti-trend” couture, the first floor carries the womenswear couture, and the basement holds the men’s couture.
The décor of the store follows a minimalistic approach of design by combining engraved laser elements, copper racks, beautiful arches and double-height ceiling to create a grand experience. Elements of a grand living room are present and this contrasts the band’s glamorous clothing.
“We have carried forward our Nehruvian philosophy of design and used engraved pedestals with typewriters and lamps to create a patriotic environment for the anti-trend couture space.” – Shantanu and Nikhil, Fashion designer-duo
Stating the importance of millennials- the customer base of today, the designers have paid attention to their tastes while planning the new store. “Couture is no longer limited to outfits for them; it is about storytelling and the experience that they receive while purchasing and wearing couture ensembles, which has been kept in mind” explained the designers.
