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Peeli Dori opens its first store in Delhi

Vjmedia Works | August 17, 2017

The eco-urban brand finds its place rightfully at Shahpur Jaat, New Delhi, an address that is spiked with quirky vibes.

Retailing through their exclusive online platform and a few leading e-commerce stores for the last couple of years, quirky lifestyle and clothing brand Peeli Dori has recently opened its first brick-and-mortar store at Shahpur Jat, New Delhi. The 1000 sq ft store’s design follows a sustainable utility model and combines the urban and rural world within its raw and rustic design..

The store interiors are inspired from the rural heritage of the country with accents of yellow that highlight all the major props and thus creates a sense of eye movement. The grey textured walls are inspired from the mud walls but the colour gives it an urban touch as well. Elements like Matka lights and terracotta diya wall are reminders of the brand’s Indian roots.

Niharika Choudhary, the creative mind behind the brand and the store design, explained, “Our style can be defined as, unadulterated raw aesthetics with a contemporary language. We are using design intervention to create a lifestyle with Indian crafts, keeping aside the pre-notions related to each of them. The flagship store is completely handcrafted from walls to decor and furniture. Materials are carefully handpicked to keep it minimal and sustainable. The rustic style fixtures are compiled to keep the organic feel of the store in place. The idea is to make one experience the concept of the brand.”

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