Indian surrealism at Sabyasachi Hyderabad
By Nabamita Chatterjee |
Vjmedia Works | February 06, 2013
Personally designed by Sabyasachi, the towering presence of the high ceilings is accentuated with the designer's precious finds.
Ace fashion designer Sabyasachi has arrived at the'City of Pearls' under the flagship brand'Sabyasachi Hyderabad', where the store is a destination in itself with Sabya's signature magic Indian surrealism woven into fine tapestry, eager to acquaint the customer with a story. Spread over 4,000 sq ft on split level and located on one of the well-known shopping streets at Plot No 14, Road No.10, Banjara Hills, one cannot miss the place as the store's signage is surely to bedazzle any passer-by.
The fifth and latest edition of Sabyasachi's store carries the complete range of Sabyasachi Couture, Bridal collection, Menswear, Sabyasachi by Sabyasachi, and Chhota Sabya. Sabyasachi stores are currently located in Kolkata, Mumbai, Delhi and now Hyderabad. The Hyderabad store is in partnership with Smita and Rajiv Shroff who are leading fashion and retail industry players in Hyderabad and promoters of the Elahe boutique.
Says Sabyasachi,"As a design student I did my first exhibition in Hyderabad with Craft Council of Hyderabad. Since then the brand has grown in strength tremendously nationally and in Hyderabad. This store is my pay back to the city. Hyderabad is a city divided sharply into strong contrasts. The city has a strong sense of tradition and an amazing sense of textiles. There are women who are very upwardly mobile and cultural and yet stick to a strong sense of tradition, have a great sense of art and craft and the other ladies are the society ladies who are very fashion forward. I find this juxtaposition very interesting and for a brand like ours which caters to diverse customers without compromising on its DNA, it has become an ideal city to operate from. The more fashion forward label Sabyasachi by Sabyasachi does remarkably well in the city because it has the right amalgamation of fashion and textilesâ€. This surely reflects not only in the couture but in the whole interior of the store as well.
Personally designed by Sabyasachi, the towering presence of the high ceilings is accentuated with the designer's precious finds. From the multitude of photographs, to the hundreds of clocks lining the walls, to intricately embroidered lampshades, stained glass bottles, perfume bottles in constant repeat to the incense, old Nizami pedicure set, music and textiles, the large amount of artefacts give us a slice of an era gone by. Sabyasachi Art Foundation which works with talented but impoverished artists in West Bengal has created living artefacts, wall art and accessories for the store. Sabyasachi further shares in this regard, "I have always been fascinated by Indian surrealism and multitude of photographs, clocks and perfume bottles in constant repeat throughout the store evokes the magic surrealism that enhance the atmosphere in the minds of customers much before they reach the clothes. From the music to the incense to the textiles and carpets - it all holistically entrenches the'Sabyasachi' look in the minds of the customer. Everything is handmade and technology is carefully hidden away only for functional purposes.â€