Rain has been cascading in plumes, only to pause just before the launch of designer Rahul Mishra’s largest maison in the country, in Mumbai, at Kala Ghoda district. On his way from Mumbai Airport to the new atelier, Rahul says that he had been looking for the perfect space for his flagship outlet before he chanced upon the City Ice, a nearly-80-year-old building, in Kala Ghoda. The sprawling 7,500 square-foot property, which served as an ice-storage facility in the 70s, will now house some of the most exquisite collections by Rahul who became the first Indian designer to be invited to showcase at the Haute Couture Week in Paris in 2020.
The 7,500 square-foot property, which served as an ice-storage facility in the 70s, will now house some of the most exquisite collections by Rahul
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Muse and museum
To breathe life into the bare shell, Mishra turned to Rooshad Shroff, whose practice is synonymous with Indian craftsmanship blended with a modern aesthetic. Rooshad has also designed the luxury outposts of labels Louis Vuitton, Christian Louboutin and Kunal Rawal in Mumbai.
Interiors of the store
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“I wanted to work with Rooshad. The idea was to create something that brought us together with a shared sense of purpose. This atelier became that meeting ground,” says Rahul. Rooshad’s concept, The Museum of Rahul Mishra, creates a gallery that stands strong as a beautiful, meaningful environment, even without the garments. Finalising the concept was a seamless process, Rahul laughs. It took him and his wife and co-founder, Divya Mishra, just 15 minutes to align with Rooshad’s vision. The store was established in nearly two years and this is his label’s fifth outlet in India.
Rooshad approached the project, not by imposing his signature style, but by contemplating the evolution of Rahul’s couture canon
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“How do you find a completely new retail language, which also remains unique to you,” asks Rahul. Rooshad approached the project, not by imposing his signature style, but by contemplating the evolution of Rahul’s couture canon and contextualising it within the space. “That kind of versatility and the ability to adapt creatively is something I respect deeply,” says Rahul.
Immersive experience
The space has been designed as a series of chambers that invite you to meander from one to the next. “Every corner should create a new surprise or present an object of interest for people to keep discovering,” says Rahul. The journey begins in the first chamber, at the atelier’s entrance — a meditative space that Rahul paradoxically describes as “cosmic chaos” to describe Nature in full bloom.
The space has been designed as a series of chambers
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From floor to ceiling, every inch of space is covered by framed artwork — watercolour sketches, muslin swatches, pressed flowers, and botanical embroideries. It’s a veritable scrapbook that invites you to linger, even ponder over them.
From floor to ceiling, every inch of space is covered by framed artwork
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The inner sanctum, finally ending at the couture chamber — a soaring, high-ceilinged vault — is where suspended metal birds lift the gaze upwards, accentuating the vastness of the space.
The inner sanctum of the store
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Reimagining expressions
The flagship combines the delicate minutiae of Rahul’s craftsmanship with Rooshad’s nuanced interpretation of it: elaborate embroidery, archival motifs, and layered storytelling. “It’s a celebration of craftsmanship,” says Rooshad. It is a sensorial, tactile exploration of different elements distilled from Mishra’s majestic fashion universe. For instance, the dragonflies from the Superheroes couture collection are reimagined on marble inlay work. Three-dimensional bejewelled insects from his couture are affixed to the wall. French knots from the fabric are scattered across wooden panels.
The flagship combines the delicate minutiae of Rahul’s craftsmanship with Rooshad’s nuanced interpretation of it
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“You’ve seen these elements on the runway in Paris and across the world, but here they take on a different form. It’s about materiality, of seeing the same language translated into a new medium, giving it fresh life,” says Rahul, about the paradox of uniqueness juxtaposed with familiarity.
Rahul is introducing a new concept for clients to engage intimately in the creation of couture in meaningful ways
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Rahul is introducing a new concept for clients to engage intimately in the creation of couture in meaningful ways. With each objet d’art custom-created for the store, people can walk in and point to a motif they love, and ask, ‘Can you design that for me?’. “A bride, for instance, might say, ‘This flower is special to me. Could you incorporate it into my dress?’; Or someone might choose a ladybird, considered a sign of luck in France, and ask for it to be embroidered into the garment,” says Rahul, the entire store acting as a catalogue for co-creation.
The store acts as a catalogue for co-creation
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Art’s sake
The Rahul Mishra Maison features couture and his prêt-à-porter label AFEW. Guests will also be able to purchase detailed artworks made by the artisans in the atelier using his signature techniques. And it will retail his latest drop: couture bags that are already on the way to acquiring a cult status — a universe of minaudieres, saddle bags, clutches, and more. The store will also have a space for a master tailor. And for guests who seek an added layer of privacy, there are VIP shopping suites for an intimate couture experience.
The Rahul Mishra Maison features couture and his prêt-à-porter label AFEW
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Towards the end of the atelier is a dramatic passageway, framed by his Parisian haute couture collection on both sides. A pool of light cascading like water, or the falling of leaves, illuminates a striking silhouette in all gold from his Becoming Love collection. For Rahul and Rooshad, the store is a love letter to India’s incredible craftsmanship, a testament to their enduring vision.
Published – August 23, 2025 01:46 pm IST
