Immersive, organic, and quietly responsive, could this be the country’s most New Age retail space yet? Dhruv Kapoor gives us all the details.

The facade of the store on 100 Feet Road, Chhattarpur, Delhi

An extension of his brand’s universe, Dhruv Kapoor launched his first flagship, in the heart of Chhattarpur, Delhi, fast emerging as a fashion hub for customers from all over the world. Unlike traditional retail outlets, the store’s format is soft, organic, and with little or no angularity, using mirror-finish walls, travertine marble blocks (including a large monolith that bears his logo ‘Kapoor’ in Devnagri script, something he launched in 2022), and curved displays for his new jewellery line.

Elegant, and unhurried, clothes and accessories are displayed in a minimalist space

“If you just removed the marble, you would get something that mimics my office space in Gurgaon – all glass and white spaces,” says Dhruv Kapoor. The space reflects his brand philosophy – past and future, memory and projection – all under one roof. The designer, a Milan Fashion Week regular, known for his impeccable construction and finish, says that many of his materials are imported – ergo the Italian leather of his new bags and accessories line – including textiles from the world’s top manufacturers, but they are all made right here in India. From jackets, trousers, shirts, sweatshirts, bags, shoes, and now a new jewellery line, every piece stands out within a cohesive environment.

A curved display holds his new jewellery line

Dhruv Kapoor tells us about the intent and concept behind his space:

You have always believed in the duality of things. How does this space embody that?

Duality has always been central to how I think about design. This space embodies that by holding opposing ideas together without forcing a resolution. You see it in the balance between past and future, refined and raw, structure and softness. Raw marble sits alongside seamless micro-concrete, softened architectural edges coexist with more grounded, tactile surfaces. Nothing here is meant to dominate. The space allows these contrasts to exist in unison, much like the clothes themselves, where restraint and expression are always in dialogue.

What are the materials and furnishings used that translate into who you are as a designer?

The materials are intentionally honest and elemental. The edges are rounded, transitions are softened, and the surfaces flow into one another rather than feeling segmented. These choices reflect how I design clothing, with attention to form, continuity, and how something is experienced on the body over time. The furnishings are minimal and purposeful, allowing the material and the garments to lead rather than compete for attention.

Engaging and calming - a quiet retail experience

I am intrigued when you mentioned a ‘lived environment’. How is this space different from other boutique stores?

Most boutique stores are designed to display products. This space is designed to be inhabited. It is not about visual drama or quick consumption, but about how someone feels moving through it. Lighting, sound, fragrance (a custom scent and a soundscape at a specific hertz level pervade the area), and spatial flow are all calibrated to support presence rather than stimulation. The clothes are part of the environment, not isolated objects on display. I wanted the space to feel familiar yet elevated, somewhere you can slow down, observe, and engage without feeling rushed or directed.

The monolith with the Kapoor logo and an affirmation

Which is the one part that you love the most?

One element I am particularly drawn to is the monolith that carries a changing affirmation or line of text. I think of it as a speaking monolith, or perhaps more accurately, a reflective marker within the space. It is quiet but intentional. The text changes over time, which allows the space to remain responsive rather than fixed.

I like that it introduces a moment of pause. It is not instructional or decorative, but something you encounter in passing, almost subconsciously. That feels important to me, because it mirrors how the brand communicates. Nothing is meant to be consumed all at once. Meaning reveals itself slowly, and differently, each time you return.

What do you want customers to feel when they enter your space?

I want them to feel comfortable and present. Not overwhelmed, not overly impressed, but quietly attentive. Ideally, there is a subtle shift in how they move, how they observe, and how they engage with the clothes. It is not meant to be a dramatic experience. It is meant to register gently, creating a sense of ease and self-awareness that stays with them even after they leave.

Address: Dhruv Kapoor flagship; The Corridors, 100 Feet Road, Chattarpur, Delhi.