Kunal Rawal has become a force to reckon with in the contemporary men’s fashion industry, but the prolific designer is showing no signs of dampening the pace of his brand’s growth and diversification. After acquiring prime real estate in Mumbai’s art district (the iconic Rhythm House building in Kala Ghoda), Rawal recently launched a store in Delhi’s fashion retail haven, DLF Emporio.

With quality locations, the need for state of the art, meticulously curated interiors usually follows. Rawal found the perfect man for the job—Rooshad Shroff. The distinguished designer transformed a mere 550 sq ft store to incorporate over 200 garments, maximising the retail space and eliminating the need for a stock room, while simultaneously conveying Rawal’s distinctive tailoring and modernity. Read more about the nuances of the space, as described by Shroff, below:

Maintaining the design language of the Mumbai store, the concept of using machines and movable racks for display was incorporated. However, rather than an upward moving one, this outlet features a customised conveyor system that allowed for the clothes to be double stocked. Constantly in slow motion, the conveyor enables customers to enjoy the experience of having the garments come to them.

Rawal’s signature Indian fusion-wear is complemented by a decor that is interspersed with military influences, such as Morse code (utilised as tactile indicators in brass and to demarcate space to display shoes.) The conveyor mechanism is clad in wine leather with brass studs and also features hidden text in braille. This text is part of the brand’s message—with slogans that translate to ‘make your mother proud’ and so on.

The use of military green marble as the flooring, accessories like vintage army boxes and artefacts sourced from Bangkok, a moveable, back-lit mirror with the signature Kunal Rawal ‘armour lines’ motif, and deconstructed artworks constitute the remaining space.