Anita Dongre\'s Grassroot opens flagship store in New York

Designer Anita Dongre’s youngest brand, Grassroot, has opened a 1500 sq. ft.flagship store at SoHo’s Broome Street in New York. The store is located in one of SoHo’s historic 1890 Romanesque Revival masonry building designed by architect Alfred Zucker in brick and sandstone. This is the brand’s second international store after one in Mauritius.

Grassroot by Anita Dongre’s flagship space is designed by architect Shonan Trehan to a brief that parallels the clothes themselves (design that does good for the crafts and the planet). The space is bathed in natural light and accented by elements in rose gold, cork and recycled wood. Every detail is special in this store, from custom-made racks that give a nod to the humble shuttle (used to hand weave fabric) and wall panels of handwoven chanderi and khadi that tell the journey of the brand.

The noted designer said,“To the city that never sleeps, Grassroot brings a world of patience and crafts that don’t submit to a schedule. Every piece of fabric woven, block printed or embroidered is done by a group of artisans who give it the time and attention it deserves. This marriage of two distinct worlds is a dream-come-true."