A BESPOKE RETAIL EXPERIENCE OF CONTRASTS

With two distinct spatial experiences, the Raro House of Fashion as a whole presents a cohesive retail space tying together two unique clothing brands

Project: Raro House of Fashion, New Delhi;

Architects: Asha Sairam; Studio Lotus, New Delhi

True to their roots in materials and details, yet contemporised in cut and fit, women’s fashion in the subcontinent is going through a subtle renaissance, spearheaded by ethnic-inspired labels and collections geared towards the modern Indian woman who is confident in her identity and experimental in her style. Committed to this trend transformation is the Raro House Of Fashion, whose flagship store in Delhi brings together two designer brands—Matsya, Utkarsh Ahuja’s label of couture trousseau for the unconventional bride, and Basanti Ke Kapde, which reimagines ethnic off-therack daily wear and occasion wear with contemporary silhouettes and styles. Together, the two brands provide a modern spin on traditional women’s clothing. The spirit of reinvention and ingenuity ties the two labels together, despite their difference in focus and expression.

The design of Raro House Of Fashion plays up these differences to create two distinct spatial experiences within the same floor space, without disrupting the visual and tectonic connections between the two zones. The 10,000 sq ft store is located on the first floor of a commercial building; the rectangular floor plate is oriented along the east-west axis, and is characterised by narrow frontage. A staircase placed along the northern façade grants access to the retail space, while the service staircase and back-of-house functions are placed along the south and west sides of the floorplate.

ASHA SAIRAM, Principal, Studio Lotus