Craft, culture, couture: Inside Jayanti Reddy’s new pret store in South Delhi
Should you judge a book by its cover? Well, you very well may in the case of fashion designer Jayanti Reddy’s newest outpost in the capital city. Located within the sprawling DLF Emporio in Delhi’s locale of Vasant Kunj, the 510 sq ft pret store embodies the label’s classic haute Indo-modern allure — wrapped in […]
Should you judge a book by its cover? Well, you very well may in the case of fashion designer Jayanti Reddy’s newest outpost in the capital city. Located within the sprawling DLF Emporio in Delhi’s locale of Vasant Kunj, the 510 sq ft pret store embodies the label’s classic haute Indo-modern allure — wrapped in warm tones, with an interplay of brass, stone and wooden elements that are emblematic of the designer’s couture-clad legacy.
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“The design concept reflects the lightweight and delicate nature of the clothing line,” explains Mouna Reddy, the principal architect who transformed the outpost into an artistic ground for fashion and interiors.
Photography by Ishita Sitwala
The beauty of contrasts
With an open-format entrance of the store, “The material palette is carefully curated to maintain a balance of simplicity and elegance, featuring natural pink granite, brass accents and beige textures,” Mouna informs.
The juxtaposed brass curves, not only helps in enclosing the area, but also enhances its dimensionality,” shares Mouna Reddy, principal architect; Photography by Ishita Sitwala
A mindful contrast draws instant appeal and attention — The bold brass wall makes a striking focal point. Handcrafted embroidered art pieces are thoughtfully weaved in throughout the space, adding a touch of artisanal detailing.
Photography by Ishita Sitwala
The layered stone walls, visible from the entrance, draw the customer’s attention and create a sense of discovery by subtly guiding the eye towards the back of the store. The vaulted ceilings proffer an illusion of enhanced spatial experience, making the store feel airy despite being modestly sized. The screen at the entrance of the store evokes the image of a karigar embroidery frame, symbolising the artistry behind the handcrafted garments.
The integration of the leather finish stone, smooth brass and a polished terrazzo floor creates a harmonious balance and accentuates the store’s fluidity while maintaining a sense of warmth; Photography by Ishita Sitwala
The thing about curves
“The design intent was to define the intimate space using juxtaposed brass curves, which not only enclose the area but also enhance its dimensionality. These curves create a sense of fluidity, making the space appear larger and more seamless,” she explains, further enthusing how the brass sheets were bent on site to fit into these curves, and was paired with natural stones, both materials known for their ability to develop a rich patina over time. “This combination ensures the store ages gracefully, embodying a timeless quality that grows more beautiful with everyday use and natural wear,” adds Mouna.
Photography by Ishita Sitwala
A regal yet sophisticated material palette meets the geometry of space here. And as Mouna says, for her the highlight of crafting Jayanti Reddy’s store was the integration of the leather finish stone, smooth brass and a polished terrazzo floor to accentuate the store’s fluidity while ensuring a sense of warmth.
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