Inside the new store
| Photo Credit: S.Thiru
With the unveiling of their palatial new store (at approximately 3,000 square feet) at Jio World Plaza, Mumbai, designer duo Abu Jani and Sandeep Khosla bring more than couture to the table — they present a theatrical, immersive experience rooted in heritage, maximalism and a contemporary point of view.
“This space is as much about storytelling as it is about fashion,” says Sandeep about the boutique that doubles as a design marvel and cultural destination. Conceptualised by A Wonder Room, their in-house interior division, the store plays host to texture, technique and legacy, designed to evoke awe. Imagine quilted velvet curtains trimmed with mirror and Abla work, soaring mirrored walls and ceilings, and a chandelier made of jagged glass.
Abu Jani Sandeep Khosla
| Photo Credit:
Special Arrangement
The store’s decor is a physical manifestation of the Abu Sandeep universe — opulent yet precise, layered yet intuitive. “A mix of wood, metal, mirror, and glass juxtaposed with luxe carpets and fabrics creates an aura of timelessness,” says Abu. The result is a mood board of grandeur that encourages slow discovery: etched hand-painted doors, gold leaf Patola motifs, and even custom brass racks shaped into the AJSK logo. “Our spaces, like our couture, are multi-layered,” says Sandeep, adding, “Lighting, spatial flow, texture are all non-negotiable in communicating the world of Abu Sandeep.”
But this is not merely a retail space — it is fashion theatre. “Drama is integral to how we present, display, and communicate our couture,” says Sandeep.
The store also reflects a changing retail landscape. As transactional shopping makes way for sensorial storytelling, this boutique plays 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 beyond couture.
The garments themselves reinforce this philosophy. Signature embroidery styles like Chikankari, tharad, raj, and resham are reimagined for the contemporary wardrobe. Think tunics, concept saris and maximalist blouses. Menswear heroes include the ‘Crushed Silk’, ‘Shadow’, and ‘Ajrakh’ collections. A new bridal capsule, displayed against a backdrop of quiet extravagance, anchors the space in the kind of romance that transcends trend.
For the younger 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 result is a shift away from fleeting fashion to heirloom pieces with lasting emotional value.
This ethos is reflected in their recently launched luxury candle line too — five scents inspired by love, magic, and celebration. “Consumers today crave detail, finesse, and that je ne sais quoi (appealing quality),” says Sandeep, adding, “Fast fashion ended so quickly, it left before we even realised it had begun.”
What is next for the store? The duo remain vague. “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 luxury risks becoming sterile, Abu Jani Sandeep Khosla remind us of its original promise: magic, fantasy, and a certain kind of madness that is rendered exquisite.
Published – April 18, 2025 08:32 pm IST
