By: Himanshi Jain
Last updated : November 07, 2025 4:53 pm
In an exclusive conversation with Retail4Growth, Soumya Aggarwal, Founder and Principal Architect of Architattva, talks about how she designed Saundh’s store in Khan Market, Delhi, a space that feels like a warm, open courtyard, calm yet full of life.
Saundh, the design-led label known for its evocative prints, has opened doors to its latest Arthouse in Delhi’s Khan Market. Spread across 550 sq ft, this is the brand’s 23rd arthouse.
When Soumya Aggarwal, Founder and Principal Architect of Architattva, began sketching ideas for Saundh’s new store, she wasn’t thinking of a boutique in Delhi’s most premium retail hub. She was thinking of a courtyard which is sunlit, grounded, and quietly alive.
“The first image that came to my mind was that of a courtyard after rain, muddy textures, soft light, that sense of openness,” Soumya recalls. “We wanted the store to feel rooted yet modern, where the clothes could breathe and the customer could find their own rhythm.”
A revisit to the brand’s design language
The project began with a simple brief from Sarabjeet Saluja, Founder & CEO of Saundh, to refresh the store’s identity. The earlier concept, though successful, had become too familiar and visually dense with the evolving audience for Saundh.
“The earlier stores had strong materials, multiple colours, and heavy decor. Somewhere, the apparel had started getting lost,” Soumya explains. “This time, we stripped it down. The design had to act as a quiet backdrop, which would allow the product and the person who wears it to take the centre stage.”
Thus, Soumya came up with the idea of vernacular architecture, homes with inner courtyards, textured walls, and an easy play of light. “We have done brushed brass detailing, not glossy, to bring in soft highlights reminiscent of the way sunlight touches damp stone after rain,” mentions Soumya. “We wanted people to feel a sense of warmth the moment they stepped in. The wooden doors and stone textures bring that homely touch, while the curved furniture and soft corners make the space feel friendly and comfortable.”
A space built to evolve
For Soumya, the idea was never to create a fixed or static store; it had to evolve just like the brand itself. Every element, from the lighting to the layout, was planned in a way that the space could easily adapt to new moods and collections.
“Right from the entrance, we have created a storytelling wall that can change with each concept”, shares Soumya. “The fixtures, materials, and furniture were kept modular so we can reconfigure them without disturbing the core look of the store.”
A digital LED screen also adds a layer of technological fluidity. “We have used the LED screen in a way that it becomes a part of the spatial rhythm. We believe that technology is now a natural extension of design. It shouldn’t feel added layer later, it should feel like it belongs there.”
It’s all about feeling
From briefing to execution, the Saundh store came together in just 25 days. “For me, it’s all about feeling,” shares Soumya. “It’s all about how a space makes you slow down and how it lets the clothes tell their own story. That’s what modern Indian design should be all about.”