RR Decor launches its flagship studio in New Delhi
By Chanda Kumar | December 05, 2017
The store environment design was conceptualized in a contemporary design language that reflects the traditional luxury of Indian master craftsmanship in the use of forms, textures, materials, fine embellishments, and presentation.
RR Décor, India’s premier textile design company, unveiled its flagship studio in New Delhi. Crafting curtains and bed linens since 1994, the 1300 square-foot-store is a majestic re-imagining of what a fabric and furnishing retail outlet can encompass. The brand’s vision was to create a premium aspirational space offering curated design, customization and craftsmanship. The store environment design was conceptualized in a contemporary design language that reflects the traditional luxury of Indian master craftsmanship in the use of forms, textures, materials, fine embellishments, and presentation.
The attention to detail in the exquisite display of product stories, messaging and visual merchandising in the store helps reassure a visitor of the brand’s commitment to craftsmanship and quality in this very differentiated and aspirational environment.
The flooring is a combination of distressed wood where as the store is exposed with concrete panels, cement tiles, handmade wooden printing block pillars and an installation of digitally framed pictures of handloom weavers from Bhagalpur.
Installations like the miniature looms, wooden open boxes of greenery, framed crafts as art pieces and the chandelier and props in the store reinforces the brand’s story of heritage and craftsmanship.
Rohit Khemka, Founder and Managing Director of RR Decor, says, “Expressed in the language of traditional Indian textile, our Delhi studio provides turnkey crafting of luxury soft furnishings and bed linen.” The space has been designed by Aarti Agarwal, Knock on Wood. A pioneer in the weaving of handloom silks, RR Décor's focus is on originality of designs. They design and market exclusive furnishing and upholstery fabrics for residential and contract interiors.