This fashion brand in Pune has art instilled in its spirit

Kaushal Tatiya Architects were inspired by undulating frescoed cave walls while designing this store.

Curated by: Rupali Sebastian
Photographs: Avesh Gaur; courtesy Kaushal Tatiya Architects

Strong like a weave, yet flowy like fabric, fashion store Dhaagasutra sits in the heart of Pune. Its spatial narrative is poised at the intersection of the traditional and contemporary. Designed by Kaushal Tatiya Architects, the design serves as a flagship store of an avant-garde fashion brand, Dhaagasutra. The ethos of the brand is to be innovative while staying true to the roots, exploring art through fashion. To build on the same idea for architecture, the design team turned to one of the oldest canvases of our times — caves, whose undulating walls were often painted, and whose catenary and parabolic curves were not unlike the crests and troughs of fabric.

The first look of the store is a huge traditional wooden door, symbolic of the brand’s rootedness in Indian culture. Inside, a melange of curves greets the visitor. The reception area houses a large central seating area that can also be transformed into a discussion space.

Catenary arches and organic forms are witnessed prominently in the design. These lines then weave under to create patterns in marble chip inlays on the kadappa floors. Since the fashion wear was to be colourful and vibrant, the store was crafted in dark hues of black and grey with splashes of neutral whites and browns. The rawness of concrete, stone, and wood was enhanced to create a myriad of earthy textures reminiscent of a cavern. This helped in creating a contrast between the two and highlighting the displays. The Dhaagasutra logo has been subtly incorporated into the design. From door handles to wall accents, the brand presence is seen through the design.

Through the store, informal seating areas provide resting spots as well as discussion areas. The swing seating in the bridal couture area is a prime example. It also visually connects to a viewing space, for the customers to witness the magic of the Dhaagasutra pieces on them.

In any fashion store, mirrors are of utmost importance. Adhering to the parametricism of the space, mirrors in organic shapes adorn the walls, reflecting beautiful backdrops. Multiple mirrors reflect off each other to make the interiors appear more spacious. Mirrors and stones also lead the way to the trial rooms, acting as subtle signages.

Dhaagasutra is not merely a store but a canvas for art. Backdrops and statement pieces merge seamlessly together, to create a space that is visually aesthetic and functionally optimised.