Designed by MuseLAB, the Varun Bahl flagship store in Mumbai occupies 350 sqm across two levels in the Kala Ghoda neighbourhood. The interior translates references to Art Nouveau into a contemporary fashion retail environment, combining arches, organic patterns and decorative metalwork with spaces dedicated to the designer’s different collections.
The architectural language is already visible from the storefront, where large arched openings are combined with ornamental grilles characterised by flowing lines and organic forms. Mirrored tiles cover the underside of the entrance arches, multiplying reflections and reinforcing the relationship between decoration, light and display.
Inside, the double-height space is structured by a sequence of arches that gives the boutique a gallery-like character. A polished Jaisalmer stone floor provides a continuous surface for the different retail areas, while display systems and furniture introduce distinct settings within the open interior.
Art Nouveau as a spatial language
The references to Art Nouveau extend beyond the storefront and become part of the organisation of the boutique. Floral motifs, curved lines and ornamental details recur across display structures, furniture and architectural elements.
One side of the store is dedicated to the bridal collection. Here, a parametrically designed hanging system creates a canopy-like structure for the garments. Inspired by a brise-soleil, the installation incorporates approximately 300 handcrafted metal flowers and leaves, transforming the display system into one of the interior’s most distinctive elements.
On the opposite side, the area beneath the staircase is also used for garment display, integrating merchandising into the architecture rather than treating it as a separate layer.
Display and circulation across two levels
At the centre of the store, a conservatory-like structure functions as a flexible visual merchandising area. Conceived as an internalised storefront, it can be transformed to reflect different collections and seasonal displays.
An ornamental pattern continues along the staircase railing leading to the mezzanine, where the menswear and prêt collections are presented. The vertical circulation therefore becomes part of the visual language of the boutique, connecting the two levels through the same combination of organic decoration and contemporary detailing.
The relationship between architecture and display is central to the project: arches frame views through the interior, while freestanding and integrated systems organise the garments without interrupting the overall spatial continuity.
Decoration and contemporary elements
Throughout the flagship store, decorative references are balanced by more contemporary materials and forms. Mirrored surfaces appear on the consultation desk and furniture, while upholstered seating introduces different geometries, including a semicircular tufted sofa and an ornamental sofa with pleated upholstery.
Lighting also contributes to this layered interior. Fluted glass chandeliers and wire-framed crystal fixtures introduce additional decorative elements while reinforcing the relationship between traditional motifs and contemporary design.
Together with the Jaisalmer stone flooring, metal structures, mirrors and furnishings, these elements create a fashion retail environment in which architecture, display and ornament form a coherent spatial identity for Varun Bahl.
Design: MuseLAB
Principal Designers: Huzefa Rangwala and Jasem Pirani
Team: Huzefa Rangwala, Jasem Pirani, Jeet Soneji and Bhakti Loonawat
Area: 350 sqm
Location: Kala Ghoda, Mumbai
Project Management Consultant: Parvez Shaikh, Impact Interiors
by: AN Shopfitting Magazine n.149 ©