Gaurav Gupta, the youngest brand to participate in Couture Fashion week, recently opened an exclusive boutique at Emporio Delhi for its bridal wear collections. Lotus has brought the space to life with a ‘futuristic and magical’ feel, says Gaurav. Here he talks passionately about his creations, the new retail concept and future plans for his label. He is joined by Alina Vadera from the core design team at Lotus who adds finer details to the description.
Best known for its bridal wear, Gaurav Gupta has now also diversified into Couture and Pret Western global and Indian global styles. Emporio Delhi seemed the most befitting location as “it is one stop shop for all that is luxury in India and attracts a specific segment of customers”, says Gaurav. His target customers range from 15 years to 80 years as he explains, “The creations are more for the mental age group. It is for mood base customers who have sensibility and wants to explore with design and form.” Gaurav’s brief to Lotus about the primary material he wanted used in his store was simple – it had to be concrete. A study was undertaken to get ideas for the monochromatic use. The Lotus team took time to understand Gaurav’s design process, his inspiration and construction and to study all his collections to understand the ethos of his design philosophy. “The store concept is born out of the duality of Gaurav Gupta’s collection for his Pret and Couture lines. The space is fluidly sliced into two interwoven sculptural devices to achieve this. Each zone frames the collection it houses through handcrafted installations and sculpted pieces of furniture”, says Alina. The store has an open façade that comprises of a suspended cast concrete wall which holds the mild steel hand cut signage. To prevent loading the floor with the weight of the cast concrete walls (some of which were over a ton each), an independent grid of steel beams was created on the ceiling for it to be suspended from. “This panel screens out views into the interior from outside creating a sense of mystery and seduction. The sweeping curve draws the customer in by funneling the movement inwards. The drama is heightened by a composition of suspended mannequins framing the signage. A mild steel gate inspired by one of Gaurav Gupta’s sketches is placed to mark the point of entrance into this fantasy world”, describes Alina.
The open façade with a suspended concrete curtain creates the mood of mystery. Suspended mannequins frame the mild steel signage