In the bustling streets of Lower Parel, Mumbai, a new haven for cinephiles and fashion enthusiasts emerges, owing itself to the renowned New York-based sneaker and lifestyle brand Extra Butter. Founded in 2007 by siblings Ankur and Nick Amin, Extra Butter originated from a mutual enthusiasm for sneakers, movies, sports, and cultural trends. The grand 5,000 sq ft retail space, envisioned by Sarah Sham of Essajees Atelier skilfully encapsulates this dynamic storyline.
At the entrance, a colossal film reel suspended from the ceiling greets visitors, taking them by awe. A symbolic representation of the brand’s journey, the film reel revisits pivotal moments in the evolution of sneaker culture spanning two decades. The deep-rooted connection between cinema and fashion permeates every corner of Extra Butter, setting the stage for an immersive experience.
Lights, Camera, Architecture!
The central theme of ‘Ode to the Movies’ resonates throughout, manifesting in the subtle nuances of design and decor. A muted colour palette dominates the ambiance letting the meticulously curated art installations and merchandise take centre stage. In stark contrast to the subdued colour scheme elsewhere, the bathroom area explodes with a burst of vibrant colours, featuring graffiti art that evokes the lively atmosphere of New York City streets.
For Sarah Sham, the principal designer behind Essajees Atelier, crafting Extra Butter was a journey of creative exploration. The outdoor café area, tucked away in the rear, became her canvas for innovation. “I thoroughly enjoyed creating the store’s outdoor cafe area in the back; it presented a fascinating design opportunity. Conversely, I found the front facade to be the most challenging aspect of the project,” she says.
Mumbai Milieu
At the heart of Extra Butter’s design philosophy lies the concept of quiet luxury. Sarah makes clever use of indigenous Indian elements. “For this project, we sourced a lot of different local materials, like the Kota flooring from Rajasthan or the Sewer caps sourced from Howrah, which read: NYC SEWER MADE IN INDIA” she reveals.
Crafted from wicker, benches take inspiration from the intricate patterns of shoelaces, also embodying craftsmanship synonymous with Mumbai’s artisanal heritage. The retail outlet also features a seating area reminiscent of theatre seats, in brightly coloured upholstery.
Despite its emphasis on international luxury, the underlying essence of Mumbai reveals itself at every corner of the store, creating a blend of sophistication and cultural authenticity. And so, Extra Butter becomes more than just a retail space but an experience in itself—a testament to the enduring allure of storytelling through design.
