‘Avoire’: the mul­ti­far­i­ous life­style store of Kolkata

VM&RD - - WASSUP! -

Avoire, which means ‘to have’ in French is a first one of its kind con­cept store, spread across 2,500 sq. ft. of area in Kolkata housed at a vin­tage villa with spe­cial­ized prod­uct se­lec­tion and pre­sen­ta­tion avail­able for pur­chase. Avoire in­tro­duced the exclusive brand of Cel­e­brated Ac­tor-An­chor turned de­signer Mandira Bedi’s la­bel, first time to the city. A true life­style store Avoire show­cases an ar­ray of cho­sen fash­ion, art, pho­to­graph, sculp­tures, ac­ces­sories and life­style prod­ucts brought to­gether in a unique con­cept which is the brain­child of two Fash­ion De­sign grad­u­ates from NIFT Kolkata, Sneha S Saha and Sap­tarshi Mon­dal. “To of­fer a plethora of de­signer fash­ion ap­par­els, art, life­style and dec­o­rates which are in­di­vid­u­ally cho­sen for their cre­ative edge at an af­ford­able price in a unique and pleas­ant am­bi­ence” is how the young own­ers of Avoire, de­signer Sneha S Saha and Sap­tarshi Mon­dal, for­mer vis­ual mer­chan­diser de­scribe about this ded­i­cated des­ti­na­tion. The nov­elty of the store pro­motes emerg­ing tal­ents in spheres of fash­ion, art pho­tog­ra­phy, sculp­ture in­stal­la­tion and life­style and all that ex­clu­sively de­signed con­cepts that meet the eye can be ac­quired. Sap­tarshi Mon­dal fur­ther shares, “The con­cept of Avoire was born out of the idea that when a per­son vis­its a store or café or any place like that they some­times like var­i­ous things which are the part of their dé­cor and is not a mer­chan­dise, but here if you like any item even it is a prop is a part of the sale item. Thus if you like any piece which is adding to the am­bi­ence of the dé­cor is a mer­chan­dise. In terms of dé­cor we wanted to give it a very classy, sub­dued and sub­tle look.” The store also of­fers an ex­cel­lent am­bi­ence and lo­ca­tion ideally suited for de­signer trunk and ac­tiv­i­ties like film pro­mo­tions, book launches, pro­mo­tional events and ex­hi­bi­tions for emerg­ing pho­tog­ra­phers, artist, painters

and sculp­tors places the store in the lime­light. While dis­cussing the chal­lenges faced by the duo, Sneha S Saha says, “The big­gest chal­lenge when we con­ceived the idea was to get a place like this in the heart of the city but then we got this beau­ti­ful bungalow which suited our thought. Kolkata to­day has so many mul­ti­designer stores with big names at­tached to it and I be­ing a Genext Lakme Fash­ion Week de­signer thought that we need a place like this for the emerg­ing tal­ents. Our pric­ing is re­ally af­ford­able and the range is ex­tremely wide. Even the lights are cus­tom made. Avoire is pro­mot­ing only the emerg­ing de­sign­ers and that’s how we col­lab­o­rated with Mandira Bedi who just launched her la­bel with us in Cal­cutta for the East zone mar­ket. " “In the near fu­ture we are plan­ning to set up a Pop-Up Café here so that any­one just can take a re­laxed sip and en­joy the collection of­fered,” Sneha fur­ther shares. As Mandira Bedi launched her la­bel for the first time in Kolkata ex­clu­sively at Avoire af­ter her flag­ship store at Mum­bai, VM&RD asked about her plans be­hind en­ter­ing to the East mar­ket with a con­cept store like this and she ex­plains, “Avoire is fun, quirky, in­ter­est­ing and two lovely people have added finer sen­si­bil­i­ties to the whole place and their pos­i­tive en­ergy has brought life to the en­tire store and when two people think alike magic hap­pens. Mandira Bedi La­bel is an in­te­gral part of Avoire. My collection has a wide va­ri­ety in­clud­ing some de­signs from my Lakme Fash­ion Week and some are ear­lier de­signed. I have brought 25 sa­rees with me and be­cause it is for the first time that I am show­cas­ing in Kolkata I would first like to un­der­stand the taste of the cit­i­zens be­fore ex­plor­ing more de­signs.” As the store is pro­vid­ing a mixed range of prod­ucts the dé­cor has been de­signed ac­cord­ingly which has an amal­ga­ma­tion of clas­sic or vin­tage look as well as a quirky look suit­ing to the func­tional ap­proach taken by the own­ers who de­signed it metic­u­lously but com­pleted just within two months for the launch. Avoire has fur­ther plans to travel the whole coun­try with its con­cept very soon

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