The Interior of JJ Valaya’s new store in Aerocity is convincing enough to tempt buyer’s sensibility
Designer JJ Valaya’s newly opened jasmine-scented luxury Delhi store at JW Mariott in Aerocity is apparently the embodiment of Indian craftsmanship through and through.
Offering an intimate experience of the designer’s personality, the collection on display includes clothes, antique collectables and his experiments with black and white photography along with the decadent Jamavar lobby whose walls are adorned with authentic antique Jamawar shawls. It is like a museum of single-edition masterpieces with precious jewellery private lounge.
Vintage textiles and hand-painted artefacts shroud the four walls across the entire length and breadth of this medieval-style classic store. Besides it also provides space for a new sustainable -bridge-to-luxury fashion brand which waa recently feature at FDCIx Lakme fashion week
A distinct intoxicating fragrance of jasmine permeates each room, underlining the designer’s conviction that a luxury buying experience is not just fabrics, workmanship or price points: it must tantalise and convince the buyer’s every sense.
With art deco staircase and Valaya’s signature chevron-patterned ceiling glinting with pendant lights manifest the use of light play in design as a part of their larger interiors design portfolio. In the centre of the storehouses a life-size wooden church altar to evoke divine sensibilities.
He carries forward a true legacy by drawing inspiration from lost empires and civilisations such as spice route and the Ottoman Empire in his interiors offerings at the store.
Another inspiring section at the store- A precious jewellery private lounge is set up in association with Jagdish Jewellers from Chandigarh (since 1866), which seem to gratify the longings of a bride to be in every sense.
Observing so many crafts and traditions under one roof it is apparent that he must be keeping several clusters of artisans engaged throughout the year. The store certainly challenges the way we buy and see the luxury with its museum-like quality.
