A new flagship store for fashion label Papa Don't Preach has opened in Delhi's Dhan Mill compound, featuring a whimsical design that blurs the boundaries between fantasy, fashion, and architecture. Designed by Shimona Bhansali of DesignHex, the project presents a unique spatial interpretation of the brand's visual identity through an innovative blend of materiality, sculptural form, and narrative-driven detailing that was completed in just 60 days.
The store's most striking feature is its facade, which draws inspiration from folkloric underwater landscapes and fairytale imagery. The exterior showcases sculpted sea creatures and organic plant forms that have been intricately embedded into two tons of hand-carved natural wood. CNC-cut elements and high-relief panels work together to create a richly textured, multi-layered surface that captures attention from passersby. The facade is enhanced with sage green and lavender pigments that reflect daylight to produce a subtle iridescent effect, creating an ever-changing visual display throughout the day.
Inside the store, the design maintains visual continuity with the brand's existing Mumbai outlet by applying a carefully curated palette of soft pinks and blush tones across both structural and surface elements. Studio DesignHex has creatively reinterpreted the existing columns as tree-like sculptural forms, with branches that extend gracefully toward the ceiling in a gesture that symbolizes organic support and creative growth. These distinctive sculptural components are coated in textured pink paint, contributing to both the visual cohesion and material richness of the interior space.
The flooring design introduces visual variation through an artistic patchwork of pink and white marble, strategically punctuated by areas of micro-concrete. This thoughtful combination establishes a tactile contrast while preserving the chromatic consistency that defines the interior aesthetic. Large windows strategically placed throughout the store introduce abundant natural light, producing dynamic changing patterns of illumination that enhance the reflective and textured surfaces as the day progresses.
The functional design of the store carefully balances retail efficiency with spatial storytelling, supporting a smooth and engaging shopping experience. The layout has been specifically designed to accommodate both customer circulation and moments of pause, perfectly aligning with Papa Don't Preach's performative and narrative approach to fashion retail. Product displays are seamlessly integrated with the sculptural elements, creating an immersive environment where fashion becomes part of a larger artistic experience.
The store's strategic placement within the Dhan Mill compound aligns perfectly with the area's ongoing evolution from an industrial zone to a vibrant cultural and commercial hub. DesignHex's intervention successfully positions this flagship location as both a premier retail destination and a material extension of Papa Don't Preach's distinctive design philosophy, creating an immersive, sculptural environment that expertly balances ornamental detailing with spatial clarity and functionality.
