; The Pure Concept Home is an exquisitely crafted, subliminal space


Chanya Kaur and Dalbir Singh’s The Pure Concept Home is an exquisitely crafted, subliminal space that showcases classic crafts across varied textiles

JAN 17, 2021 | By Saloni Rege
Photographs courtesy Pure Concept
Photographs courtesy Pure Concept

For The Pure Concept’s first-ever flagship store, founders Chanya Kaur and Dalbir Singh have created a space that reflects their move towards minimalism. The 2,600 sq ft outlet is
a curated haven of furnishings such as fabrics, wallpapers, rugs, ceramics and more; it is, in a sense, a celebration of classic crafts, rich textiles and quality objects.

An exploration of the two storeyed repository reveals a signature teal colour palette, which acts as the ideal backdrop for the brand’s four collections on display. These are christened Blissful Boketo, Hygge Home, Mysa Mood and The Lagom Life for the respective Japanese and Scandinavian philosophies that have served as inspiration.

Photographs courtesy Pure Concept

“Our collections reinterpret ideas of sensorial pleasure and peace from cultures around the world, through the design of essential home accessories,” adds Kaur.

Photographs courtesy Pure Concept

The resulting palette is rustic with neutral tones, coupled with modish accents for a serene yet contemporary chic look, giving its art deco influenced Indo Saracenic shell a fresh appeal. Additionally, the space also houses a design studio, which specialises in soft furnishings as well as a design consultancy that begins at the “Designer’s Table” with Kaur herself.

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