What remains at the intersection of fashion, architecture and human experience? Plenty room for experiments. Plenty room for thinking against the winds of normality. Bearing all signs of how retail stores in India are undergoing an esoteric transformation, a new multi-designer space in Kolkata dubbed Unconventional is remoulding our sensorial interaction with fashion — the enigmatic built and interiors of the store being at the heart of this experience.
Imagined by a mother-son duo Preeti and Yash Jhunjhunwala, Unconventional roosted in the upscale locale of Alipore hosts an interesting muster of new-age fashion designers. Neighboured by the cultural icons Victoria Memorial and Rabindra Sarobar lake a little further, the store, as the duo says becomes a venue for creators, artists and anyone for whom the idea of belonging is not humming the hymns of commonality. Designed by Raj Periwal of Maheshwari & Associates, the store easily stands synonymous to a museum of clothes, art and installations. “You don’t get to see and experience everything all at once!” He says.
