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    SDS by Kushal Shah in Kala Ghoda, Mumbai is a fashion store where unfiltered, brutalist canvas meets couture

    JUL 26, 2023 | By Dyumni Pandit
    A laminated glass floor from Paras Shah’s Seemore is a fabric library whose paint is matched to the plaster by RM Interiors. A custom-built wooden conference table in black polish finish by RM Interiors stands in the centre; Photography by Yadnyesh Joshi
    Custom blackened metal racks and a display table by GD Furniture host Kushal Shah’s eclectic collections as black metal mirrors lined with lights by GD Furniture and RM Interiors call for a picture; Photography by Yadnyesh Joshi
    A black leather faux sofa made by Chandan Furnishers sits in the trial room. Track lights from Cenzer’s lights highlight the details of each garment displayed on the custom blackened metal display table and racks by GD Furniture. A stretched ceiling by Hikon takes over the ceiling; Photography by Yadnyesh Joshi

    Raw and unfiltered, cement courses on the walls in unruly textures. There is a sudden overwhelming urge to graze your fingertips over it. Fighting it, you steer away to the centre of the space. As you stand under the colossal ceiling, amongst 15 ft tall arched windows and regal pillars, unknowing of their European roots, you can’t help but muse on the reign of art. Apparel by fashion designer Kushal Shah is the art here.

    Standing within the earthy swirls of visual arts characteristic of the Kala Ghoda neighbourhood in the southern strip of Mumbai, the flagship store, SDS by Kushal Shah, swerves from the stereotype. “The world of fashion is often associated with glamour and extravagance, but for this store, the goal was to create a space that would complement the glamour of fashion without overshadowing it,” reveals Kushal. There’s something curiously bewitching about gazing at art against an imperfect, broody backsplash of cement. Pivoting on this sentiment, 4.4 Design, an architecture and interior design firm in Mumbai, crafts a monochromatic atelier to host the designer’s incessant fashion ingenuity.

    SDS by Kushal Shah flagship store in Kala Ghoda takes an inviting approach to brutalist canvas; Styled by Krei Studios, Photography by Yadnyesh Joshi

     

    SDS by Kushal Shah store in Mumbai plays with volumes and materials; Photography by Yadnyesh Joshi

    Hues of grey and black tint the interiors to guise as a neutral backdrop. As cement leaves the walls to dribble onto the floors, black exposed metal is camouflaged by structural interventions, furniture, and hardware. While upcycled wood frames sprinkle some warmth to the rather industrial theme, salvaged cabinetry from Sheetal Batra’s store adds a touch of nostalgia.

    The towering height of the studio in the centre solicits exquisite collaborations and lively conversations. Split by a mezzanine, the space branches into several sections to spotlight the designer’s experimental collections. A glass bridge chaperones Kushal from his office to the fitting area in the entresol. When in need, it morphs into a ramp for an in-house fashion show, too.

    Metal fabrications on the staircase and in the loft by Mustaq Paneerwala maximise the double heighted space.Black metal racks by GD Furniture host Kushal Shah’s eccentric fashion. The fabric library unit by RM Interiors matches the plasters to enhance it; Photography by Yadnyesh Joshi

     

    A laminated glass floor from Paras Shah’s Seemore is a fabric library whose paint is matched to the plaster by RM Interiors. A custom-built wooden conference table in black polish finish by RM Interiors stands in the centre; Photography by Yadnyesh Joshi

    “The team envisioned the store as being comparable to the woman behind the man — a worthy partner that would enhance and elevate the clothing on display,” says Kushal. The studio’s elements do more than that. Here, they embody a declaration of exhibitionism. The store brings the art of creating and fashion to life. SDS blends industrial elements with art and architecture in a subtle, non-confrontational way. Maybe this flagship does follow a legacy. Isn’t this what Kala Ghoda is about — an artist leaving their cultural footprint for scions to come?

    A black leather faux sofa made by Chandan Furnishers sits in the trial room. Track lights from Cenzer’s lights highlight the details of each garment displayed on the custom blackened metal display table and racks by GD Furniture.A stretched ceiling by Hikon takes over the ceiling; Photography by Yadnyesh Joshi

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