Located within the evolving cultural and fashion district of Kala Ghoda in Mumbai, the Silver Store for Etasha by Asha Jain is conceived as an immersive spatial extension of the label’s textile language. Designed by DR&W as their first retail project of this scale, the store translates the poetics of metallic Banarasi fabrics into a tactile architectural experience.
A Retail Project Where Textiles Meet Architecture | DR&W: Design, Research and Workshop
The design draws from the construction of Asha Jain’s textiles themselves. Silver metallic threads intersect with richly coloured silks to create crinkled fabrics layered with warmth and texture. Interpreting this relationship spatially, the showroom emerges as a muted “silver box”. A restrained metallic shell allows the garments to take visual.
Rather than employing polished luxury finishes, the studio worked with an industrial silver paint commonly used on street lampposts across Mumbai. The material, associated with the everyday cityscape, becomes the backdrop of a luxury retail environment. Through this transformation, the project blurs distinctions between the ordinary and the opulent.
The silver envelope acts as both camouflage and stage set. It creates a subdued backdrop where jewel-toned garments, metallic embroideries, sequins, Mukesh work, and artisanal detailing can.
Spatially, the store unfolds across two primary zones: the main display hall and an intimate bridal lounge. Within the central display area, oversized scalloped walls create a dramatic backdrop for the garments. Finished in deep emerald-green pigmented putty, they add depth and richness to the space. The green surface intensifies the reflective qualities of the textiles while introducing depth and tactility into the otherwise metallic environment.
Furniture interventions remain deliberately minimal — slender metal sections, glass-topped display surfaces, and restrained custom elements quietly recede into the background, ensuring the garments remain the focal point of the space.
In contrast, the bridal lounge unfolds as a deeply immersive environment rendered in rich mauve-pink tones. Conceived as a softer and more ceremonial setting, the space accommodates bridal consultations while framing views of the dome of the Chhatrapati Shivaji Maharaj Vastu Sangrahalaya beyond. Darker tonal ceilings and soft furnishings create a cocoon-like atmosphere that heightens the experience of intimacy and indulgence associated with bridal couture.
Throughout the project, the existing structural steel columns and ceiling members were intentionally retained and polished black, allowing the rawness of the original shell to contrast against the metallic surfaces of the interior. Meanwhile, the flooring is resolved in a simple cement-toned terrazzo that quietly grounds the otherwise layer.
Completed within an accelerated timeline of just over a month and under significant budget constraints, the project embraces simplicity, material ingenuity, and contextual references. It creates a retail environment that feels both understated and theatrical. The architectural backdrop does not compete with fashion but amplifies its presence.
Fact File
Designed by: DR&W: Design, Research and Workshop
Project Type: Retail Interior Design
Project Name: The Silver Store for Etasha by Asha Jain
Location: Kala Ghoda, Mumbai
Project Size: 1500 Sq.ft
Principal Architect: Jay Shah
Team Design Credits: Miloni Doshi, Nitin Mandhan & Sudarshan Veryani
Photograph Courtesy: Neelanjana Chitrabanu
Contractors: Sevalal Interiors, Saae Works
Firm’s Instagram Link: DR&W: Design, Research and Workshop
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