Warm and inviting with lots of soothing monochromes. The Abraham & Thakore flagship store, built in collaboration with Studio Organon, in Defence Colony in New Delhi, is beautiful. The aesthetics of minimalism that the designer duo is known for breathes in an element of calm. The store has opened with ‘Body Language’, the brand’s spring/summer 2024 edit, which has played around with numbers and alphabets, making it strikingly statement-y yet understated. Signature Abraham & Thakore. A t2 chat with the duo.
Congratulations on a beautiful store! What story does this new story narrate? What have you launched with?
The new Abraham & Thakore store in Defence Colony is our flagship store where we present a detailed insight into the design ethos of the brand through our different lifestyle collections. From womenswear to menswear, to collections for the home that include bed covers and cushions, to coordinated tableware and textile wall hangings that demonstrate some of the finest skills of our textile craftspeople, this 1,800sq ft space presents a multifaceted view of a unique design perspective. One that celebrates India’s unique textile traditions through a contemporary prism.
Every space bears the signature of the creator. When you build a store now, do you see any changes in your aesthetics in decor?
All our stores are designed to reinforce the design language of the brand. This vision is clearly articulated in the store interiors which we adapt to each location while still retaining the core essence of our design codes. This approach allows us to maintain consistency across our stores while still embracing the unique characteristics of each community. Whether it's integrating sleek modern designs in urban areas or incorporating natural elements in more rustic settings, our goal is to create an environment that resonates with our customers and enhances their overall shopping experience. By striking this balance, we ensure that every store reflects the signature style of our brand while also embracing the diversity of the places we call home.
Can you tell us about some of your favourite spaces from across the world?
The design of the 21_21 gallery (21_21 Design Sight) in Tokyo, designed by Tadao Ando and Geoffrey Bawa’s Lunuganga Estate outside Colombo. They both represent different visions of the architects, and relationships with space and both are equally inspiring. Another favourite is Humayun’s Tomb in Delhi which is inspiring in its monumentality and balances its solidity with a sense of lightness.
We must also ask you about the Satya Paul association. How did it come about?
We agreed instantly when we were asked to become the creative directors of Satya Paul as it presented us with the opportunity to embark on a new creative journey and explore a new language. The collaboration allows us to merge our vision with Satya Paul's esteemed legacy, infusing bold innovation while respecting its rich heritage. It's more than just a professional opportunity; it represents a chance to redefine the brand's identity for a contemporary audience and contribute to the evolving fashion landscape.
What are your memories of Satya Paul?
We remember Satya Paul as an important and influential voice in creating a new design language for the traditional sari that was absolutely contemporary and of the moment.
Their innovative approach to patterns, colours, and draping techniques revolutionised the way people perceived and wore saris, reflecting the spirit of the moment while honouring cultural traditions. Satya Paul's legacy embodies creativity, dynamism, and a relentless pursuit of pushing boundaries in the fashion industry, leaving an indelible mark on the sartorial landscape.
The aesthetics are very different. What do you think will be your interpretation of the core aesthetics?
We respect the dialogue between modern and traditional design as exemplified by the design ethos created by Satya Paul. In its own design journey, Abraham & Thakore has always searched for a contemporary interpretation of traditional concepts and in some ways this echoes this approach. This perspective will shape the creative approach that we take even as we are mindful of the heritage of the brand and create new ways of restating the core codes.
Coming back to expansion, what’s on the anvil?
We’re thrilled about the upcoming expansion into Hyderabad, scheduled for early July. It's an exciting opportunity for Abraham & Thakore to introduce our brand to a new market. Hyderabad’s dynamic and diverse atmosphere presents an ideal setting for us to showcase our designs and connect with a fresh audience.