Papa Don’t Preach is now a Hobbiton-like shopping spot, while Gaurav Gupta’s store embraces surrealism and Doki Doki delivers Memphis vibes
It is often said that the four essential factors when purchasing a diamond are Carat, Colour, Clarity, and Cut. But in the fast-paced world of retail and fashion, what factors come into play?
As physical stores compete with the digital universe, the retail design industry is evolving rapidly, not only in terms of the products themselves but also in shaping customer experiences. In this quest for innovation, the primary focus has shifted towards creating an immersive experience for consumers, where the journey of purchasing a product is eventful, exploratory, and filled with wonder.
Here, we uncover three remarkable experiences in Mumbai, showcasing the city’s top Indian fashion hotspots that dazzle with their one-of-a-kind boutiques. Get ready to embark on this virtual tour and ignite your inspiration.
Enter Hobbiton with Casa Batlló Vibes: Discover Papa Don’t Preach’s Kala Ghoda Flagship Store
Named after Madonna’s brand, the Mumbai-based label Papa Don’t Preach delivers luxury, ready-to-wear, and bridal couture alongside a range of accessories. Founded by Shubhika Sharma in 2010, the brand later sought the expertise of her sister, interior designer and founder of Design Hex, Shimona Bhansali, to bring her vision to life in the recently opened Papa Don’t Preach flagship store in Kala Ghoda—South Mumbai’s cultural and design hotspot.
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With details and a facade likened to J. R. R. Tolkien’s Hobbiton and Antoni Gaudí’s Casa Batlló, the interior of the Papa Don’t Preach boutique channels the Shire, with otherworldly curiosities peeking through the windows. The store unfolds like a narrative, with each chapter revealing a fascinating area of this wonderland.
Papa Don’t Preach is a lively store, with mannequins displaying the label’s vivid patterns, piles of paisley textile displays, and a fuchsia-painted door framing the entrance. Light pours in through the large windows, illuminating racks of clothing adorned with fun embellishments and intricate stitching.
A mix of Bollywood music and the excited chatter of shoppers fills the air, creating a vibrant atmosphere.
Of course, practical considerations are as important as aesthetic ones. For instance, a mezzanine covered in HDF elevates the space, incorporating finishes such as gleaming brass and textures reminiscent of dusty roses while also serving to divide the two floors. Similarly, every custom element is crafted using carefully chosen eco-friendly materials, and every piece of furniture is made locally. This fusion of nature and whimsy perfectly captures the brand’s playful and innovative approach to traditional Indian wear.
Art Gallery Meets Surrealistic Atelier: Inside Couturier Gaurav Gupta’s Mumbai Boutique
Traditionally, retail spaces have prioritised function over form, resulting in a monotonous and predictable experience. Indian couturier and celebrity designer Gaurav Gupta’s Mumbai flagship store in Kala Ghoda, designed by artist-architect Vishal K. Dar, breaks away from this notion. It can be described as half a museum and half a fashion boutique, reflecting Gupta’s signature sculptural clothing. His designs have graced Parisian catwalks and numerous international red carpets, worn by stars like Megan Thee Stallion, Sharon Stone, and rapper Cardi B.
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The store’s interiors feature undulating forms with a mix of convex and concave surfaces, reminiscent of Zaha Hadid’s design philosophy. Both Gaurav Gupta and Zaha Hadid are celebrated for their deconstructivist approaches. In Gupta’s designs, this translates to unexpected curves, cuts, and silhouettes, making each garment unique. Similarly, Zaha’s architectural style incorporates fluid forms, dramatic facades, and voluminous geometries, marking her triumph as a rebel in a male-dominated industry and establishing a new global design approach.
Additionally, Gaurav Gupta’s Kala Ghoda boutique has futuristic interiors, with magnificent installations complementing the garments on display without overwhelming the consumer. The all-white interiors, crafted from Corian material, serve as blank canvases for a play of light and geometric forms. The interconnected spaces flow seamlessly, creating a sense of openness and limitless possibilities.
A Memphis-Inspired Shopping Destination Emerges from an Abandoned Ice Factory: Visit Multi-Brand Concept Store Doki Doki
The Memphis design movement demonstrated that design could be more than just functional; it could embody joy and personality and make a statement. Mumbai’s leading multi-brand concept store, Doki Doki, evokes the same ethos, breaking conventional retail layouts.
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As a new wave of local brands catering to the Indian luxury market emerges, innovative retail concepts are sprouting in the trendy neighbourhoods of Mumbai. Located in Ballard Estate, a commercial area within the coastal Fort district known for its colonial architecture designed by Scottish architect George Wittet, the Doki Doki store spans 102 square metres (1,096 square feet) inside a repurposed ice factory warehouse. This multi-brand concept store caters to a discerning clientele, offering a curated selection of women’s apparel, accessories, bags, and jewellery, predominantly from artisanal brands, with most items crafted in India. The boutique features a roster that includes names like Fool Dost, LEH Studios, Né Nepal, Do Tak Keh, QUOD, and Kilchu.
One of the most striking parallels between Doki Doki’s retail concept and Memphis’ design lies in the bold use of colour. The store design showcases flowing curves, bespoke striped murals, striking metal arches, and modular clothing racks that guide customers through the space.
Mumbai’s Doki Doki store surpasses the basic requirements of an apparel store with restrooms, changing rooms, and a coffee bar, all without sacrificing aesthetics or utility, creating an atmosphere reminiscent of the metaverse or a colourful gala.
This multidisciplinary store lays out a unique experiential path, blending the ideas of display and sculpture. Although the Memphis movement was relatively brief, its legacy continues to thrive today, with Doki Doki’s whimsical yet impactful design offering a nod to this iconic style.
Fashion and design are not just about objects or clothing; they embody a rich, collective culture. This evolution stems from a desire to create engaging and inspiring immersive experiences, all while addressing practical needs. The Memphis movement, Zaha Hadid, and Casa Batlló are just a few of the design references that shape the aesthetic of these three top stores in Mumbai. You can really see their impact in the colour schemes, unconventional layouts, and the celebration of individuality that defines each boutique. So, what makes them truly special? It’s simple: there’s nothing in Mumbai quite like these places. They perfectly showcase how retailers can create platforms for self-expression and uniqueness by blending fashion with interior design.
Navya Khurania
BA Interior Design student, 3rd year, Mumbai