The sought-after designer has opened her first flagship boutique in New York
Celebrity fashion designer Anita Dongre has expanded internationally with her first flagship store on New York’s 473 West Broadway, which will house her signature sustainable luxury brand, Grassroot. The couturier will also showcase the Anita Dongre bridal couture collection, menswear line and the Anita Dongre prêt range here.
The boutique’s location, 473 West Broadway, is a pre-war building that dates back to the 1900s.
The store spreads over three storeys and spans more than 4,500 square feet. The lower level is dedicated to menswear and Anita Dongre prêt, and features dark grey floors and traditional Indian tile-framed mirrors. The ground level is dedicated to Grassroot, and features natural wood floors and fixtures with brass hardware. The top level houses the bridal, ready-to-wear and fine jewellery collections. The interiors of each section are designed to match the collection, for a holistic shopping experience.
The Grassroot section is representative of the brands philosophy, says Dongre, to revive, sustain and empower. The décor is accentuated by rose gold, cork and sustainable sourced wood. Custom-made racks give a nod to the humble shuttle used to hand-weave fabric and dreamy wall panels of handwoven chanderi and spun cotton are central to the brand image. The ceiling that has reels running across it with suspended installations of garments, allowing a three-dimensional view of the pieces.
The other collections like the Anita Dongre bridal, prêt and menswear sections, seek to recreate spatial patterns of the architecture of Rajasthan, a region that influences Dongre’s work significantly. Taking after the architectural designing of old Indian homes, the rooms of the store lead into one another without any formal delineation. The space displays various décor elements that define Rajasthan, such as ornate arches, jalis, nooks and corners, niches and alcoves.
Dongre says, “I’ve always loved the multicultural vibe of New York City and I’m extremely excited to take Indian Bridal couture to New York. Earlier, brides had to travel to India to visit my store. Now, the bride, groom and their family can enjoy the luxury and experience with bespoke services at the flagship Anita Dongre store. I feel a sense of pride in taking Indian fashion to the city of dreams—New York.”
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