With the disclosing of their palatial new store (at roughly 3,000 sq. toes) at Jio World Plaza, Mumbai, designer duo Abu Jani and Sandeep Khosla convey greater than couture to the desk — they current a theatrical, immersive expertise rooted in heritage, maximalism and a up to date standpoint.
“This space is as much about storytelling as it is about fashion,” says Sandeep concerning the boutique that doubles as a design marvel and cultural vacation spot. Conceptualised by A Wonder Room, their in-house inside division, the store performs host to texture, approach and legacy, designed to evoke awe. Imagine quilted velvet curtains trimmed with mirror and Abla work, hovering mirrored partitions and ceilings, and a chandelier product of jagged glass.
Abu Jani Sandeep Khosla
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Special Arrangement
The store’s decor is a bodily manifestation of the Abu Sandeep universe — opulent but exact, layered but intuitive. “A mix of wood, metal, mirror, and glass juxtaposed with luxe carpets and fabrics creates an aura of timelessness,” says Abu. The end result is a temper board of grandeur that encourages gradual discovery: etched hand-painted doorways, gold leaf Patola motifs, and even customized brass racks formed into the AJSK emblem. “Our spaces, like our couture, are multi-layered,” says Sandeep, including, “Lighting, spatial flow, texture are all non-negotiable in communicating the world of Abu Sandeep.”
But this is not merely a retail house — it is vogue theatre. “Drama is integral to how we present, display, and communicate our couture,” says Sandeep.
The store additionally displays a altering retail panorama. As transactional buying makes approach for sensorial storytelling, this boutique performs curator. “Our store is perfect for hosting exhibitions, and for conversations that create new storytelling opportunities,” says Sandeep, hinting at a calendar of cultural programming that goes past couture.
The clothes themselves reinforce this philosophy. Signature embroidery kinds like Chikankari, tharad, raj, and resham are reimagined for the up to date wardrobe. Think tunics, idea saris and maximalist blouses. Menswear heroes embrace the ‘Crushed Silk’, ‘Shadow’, and ‘Ajrakh’ collections. A new bridal capsule, displayed towards a backdrop of quiet extravagance, anchors the house in the sort of romance that transcends pattern.
For the youthful clientele, personalisation is key. “People in their 20s are throwing out the rulebook,” say Abu. “They want their garments to reflect who they are.” The end result is a shift away from fleeting vogue to heirloom items with lasting emotional worth.
This ethos is mirrored in their lately launched luxurious candle line too — 5 scents impressed by love, magic, and celebration. “Consumers today crave detail, finesse, and that je ne sais quoi (appealing quality),” says Sandeep, including, “Fast fashion ended so quickly, it left before we even realised it had begun.”
What is subsequent for the store? The duo stay imprecise. “Watch this space,” says Abu. “We’re constantly learning, dreaming, and aspiring to surpass what’s come before. Our eyes are never jaded.”
In a time when luxurious dangers changing into sterile, Abu Jani Sandeep Khosla remind us of its unique promise: magic, fantasy, and a sure sort of insanity that is rendered beautiful.
Published – April 18, 2025 08:32 pm IST
