The concept of the store is born out of the duality of Gaurav’s collections for his Pret and Couture lines.
The space is conceived as an immersive environment sculpted in monochrome. Sinuously wrapping cast concrete walls seem to surreally float within the relatively tight volume, and slice the space into two zones without visually dividing the space, thus balancing a constant sense of reveal and discovery. The store has a sense of stark honesty in its conception and execution through its raw materiality. The focus is on structure and form echoing Gaurav’s cutting edge design philosophy with his clothes.
The store has been entirely crafted by hand, right from the cast concrete panels and walls, to the hand forged ceiling suspended racks on one side, and the art-nouveau inspired lacquered iron racks on the other. The drama is heightened by the sculpted pieces of furniture and artefacts crafted in mild steel and quilted leather, that appear almost carelessly strewn.
The store is built by Build Kraft India and with accent pieces fabricated by Amjad Khan.