Nan­dita Thi­rani

VM&RD - - CONTENTS -

The de­signer is tar­get­ing to first strengthen this newly launched Nan­dita Thi­rani & Company flag­ship out­let in Kolkata, be­fore launch­ing other an­chor stores in Delhi and Mumbai.

Nan­dita Thi­rani, the Kolkata based fash­ion de­signer re­cently un­veiled her flag­ship store in the city called Nan­dita Thi­rani & Company at AJC Bose Road. The store’s grey tone jux­ta­poses with gold, and the de­sign con­cept comes alive from its mas­sive logo, which faces Lans­downe Road, one of the busiest streets in Kolkata, and con­tin­ues with brand­ing, win­dow dis­play and in­te­rior de­sign. Ac­cord­ing to Anu­radha Thi­rani, who con­cep­tu­alised the decor and a young fash­ion de­signer, “The store it­self is meant to make a cus­tomer re­al­ize that she is now en­ter­ing what we call a ‘de­signer’s den’. Hence the space shows that the de­signer’s aes­thetic ex­tends beyond cloth­ing and can be seen through so­phis­ti­cated yet in­cred­i­bly unique in­te­ri­ors, a mix of am­bi­ent/ up­beat mu­sic, beau­ti­ful pack­ag­ing and strik­ing visual mer­chan­dis­ing. We be­lieve that uniquely de­signed cloth­ing calls for a unique store, and there­fore sev­eral el­e­ments are sub­tly put to­gether to com­ple­ment each other har­mo­niously.” Spread over an area of 1,000 sq ft, the store con­sists of two lev­els, where most of the ground level can be seen through the large win­dow frontage. The ground level in­cludes a gor­geous se­lec­tion of evening wear in­clud­ing gowns, dresses, skirts, ball skirts, cropped tops, draped jack­ets and tu­nics with a mod­ern, el­e­gant, street chic aes­thetic, some of which come with a tra­di­tional touch and some with a slight edge. De­signer Esha Sethi and Anu­radha Thi­rani (un­der the Nan­dita Thi­rani La­bel) showcase their work along with cos­tume jew­ellery and ac­ces­sories col­lec­tion by their newly launched la­bel Funk & Co. Anu­radha also adds, “In­no­va­tive dis­plays in­clud­ing gold chains are used to hang all the gar­ments on an almost mini run­way like ramp that stands in the mid­dle of the store which gives a to hint to the el­e­gance and the charm of the cloth­ing dis­played. Also, the threaded wall is a ma­jor high­light of the store: it is a brick wall which is one of the store’s best fea­tures, where each and ev­ery brick is cov­ered with grey and gold thread meant to make the cus­tomer re­al­ize that cre­ativ­ity and in­spi­ra­tion can be bet­ter un­der­stood while ob­serv­ing the de­tails.” The sec­ond level houses high-end cou­ture la­bel for tra­di­tional In­dian gar­ments with a mod­ern sen­si­bil­ity, which in­vites shop­pers with an in­trigu­ing look with jew­elleries clipped on clip boards placed on the wall of the stairs. The main fea­ture of this level is a French mir­ror glass win­dow sur­rounded by a book­shelf dis­play­ing metic­u­lously em­broi­dered ac­ces­sories such as belts, neck­laces and ban­gles. Nan­dita Thi­rani shares, “We are em­pha­sis­ing on Funk & Co here, which with its bright pink and green brand­ing, along with jew­ellery and ac­ces­sories mostly sourced from U.S and Sin­ga­pore is adding to the ex­pe­ri­ence, and at­tract­ing the eyes of younger au­di­ence. We have strong plans to ex­pand this brand and make it avail­able in all met­ros and larger towns. Also I sell my cou­ture through many of the MBO’s in dif­fer­ent malls across Mumbai and Delhi as well and soon I am plan­ning to go on­line with my la­bel.” On the cou­ture Nan­dita adds, “I am tar­get­ing an age group from 18-75 as I be­lieve in mak­ing gar­ments which are time­less. Thus, any­one who is wear­ing my de­signer gar­ment will feel com­fort­able and it will be an ex­pe­ri­ence in it­self.”

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