Pernia’s Pop-Up Studio unveiled its biggest shopping destination at the iconic address of Indian Handicrafts Emporium. We reminisce how the winter evening dressed up in hues of couture to welcome New Delhi’s glitterati and the eternal muse of fashion and Bollywood actor, Madhuri Dixit, at the brand-new 50,000 sq ft experience centre.

In the midst of Delhi’s design hub lies a decades-long legacy of art and crafts, steeped in history and heritage. Established in 1967, the iconic Indian Handicrafts Emporium, in the vicinity of the towering Qutub Minar, wears a rich symbol of traditional craftsmanship.

In a sweeping stroke of destiny, when luxury fashion omni-channel platform Pernia’s Pop-Up Studio (PPUS) launched their newest flagship store at this landmark destination in the capital on November 26, a new chapter was unveiled in the modern memoir of Indian luxuryscape. On the heels of the stellar success of PPUS’ maiden store in Mehrauli – opposite Qutub Minar – comes the ethereal experience centre at Indian Handicrafts Emporium. Sprawling across a retail space of almost 20,000 sq ft, the languidly designed luxurious space gracefully juxtaposes heritage with a contemporary flair.

On November 26, over a sparkling evening soirée, the capital’s well-heeled and glamorous, raised a toast to celebrate the opening of the landmark destination. A destination, which has been designed to capture the contemporary fashion zeitgeist and to redefine how luxury is conventionally showcased and shopped. Renowned Bollywood actor and style icon, Madhuri Dixit inaugurated the store. Recently, Pernia’s Pop-Up Shop launched a very special collaboration – Six Yards by Madhuri Dixit – celebrating the star’s love for the classic Indian drape, sari.

Abhishek Agarwal, founder and director at Purple Style Labs (PSL), shares:

“Mehrauli is, indeed, the heart of the Indian luxury fashion industry. A heart which pulsates with the vibe of the melting pot that the city is. Four years ago, our first store in Juhu, Mumbai was only 2,000 sq ft, and the latest one at Indian Handicrafts Emporium encompasses almost 20,000 sq ft of retail space. At this new experience centre, over 2,000 designer pieces from over 100 leading luxury labels of the country will be on display. This browsing experience is first of its kind in the Indian retail space. Since the acquisition of PPUS in 2018, we have been on the lookout for a heritage locale in Delhi that can house a grand store like this one, which is also at par with the best in the world. And now, we are extremely delighted to have that at Indian Handicrafts Emporium, which turned out to be the ideal establishment with a decades-long legacy of highlighting Indian culture and craftsmanship to a global clientele”.

The luxe list: bespoke bridal and ceremonial couture Pernia’s Pop-Up Studio’s brand-new destination offers a well- researched and curated shopping experience to its discerning clientele, from modern brides-to-be and their families to fashionistas and connoisseurs of luxury. It’s for everyone seeking the best in high-end Indian fashion.

This one-stop shop for bridal and ceremonial occasions houses the country’s most sought-after couturiers and also showcases the finest in jewellery and accessories. One’s spoilt for choice as there’s something for every occasion and style sensibility. Think bespoke bridal wear, occasion wear, etc., from design mavens such as Shyamal & Bhumika, Tarun Tahiliani, Falguni Shane Peacock, Amit Aggarwal, Gaurav Gupta, Seema Gujral, and many more. The team of expert in-store stylists shall meticulously cater to your needs at the multiple bridal consultation lounges depicting true grandeur.

A store within a store: designed for men, dedicated to men.

Moreover, Pernia’s Pop-Up Studio Men – an extension of Pernia’s Pop-Up Studio – is a dedicated space in the same compound that offers exclusive designer menswear. The section includes contemporary, ethnic and occasion wear from some of the most celebrated names such as Rohit Bal, Rahul Mishra, Rohit Gandhi + Rahul Khanna, Tarun Tahiliani, Amit Aggarwal, Anushree Reddy, Seema Gujral Men, Jatin Malik, and many more.

Six Yards by Madhuri Dixit

An ambitious collaboration launched in September 2022; Six Yards by Madhuri Dixit highlights the Bollywood megastar’s love for saris. Drawing inspiration from her iconic sari style, it showcases a sought-after curation featuring new-age as well as culturally-rooted designs. With Pernia’s Pop-Up Shop’s ensembles of both heritage weaves and modern sari renditions, the dedicated in-store space spotlights rich textile traditions from various Indian craft communities as well contemporary drapes in luxurious chiffons, georgettes, silks, satins, and embroidered statement pieces.

On Pernia’s Pop-Up Studio’s newest store, acclaimed actor Madhurl Dixit shares, “it is always great to see the Indian design and fashion industry crossing new milestones, and Pernia’s Pop-Up Studio’s latest store at indian Handicrafts Emporium, Mehrauli has managed to do just that. It has set a new bar for how luxury is experienced and perceived, as this kind of browsing experience wasn’t introduced in the country before. My recent collaboration with them too, is a step in the same direction, and is dedicated to the quintessential Indian sari. The store features an exclusive space where sari lovers can discover and shop their favourite renditions from leading Indian designers.”

Heritage with a dash of contemporary elegance

The sprawling facade and inviting interiors of Pernia’s Pop-Up Studio at Indian Handicrafts Emporium embody a thoughtful juxtaposition of Mughal/Islamic architecture, carefully preserving the formidable and iconic facade with its stone arches, monolithic arched gateways and antique statues. Spanning approximately 50,000 sq ft, the familiar sight of the life-sized elephant at the entry greets visitors as they drive into the luxury destination like no other.

Walk at a leisurely pace, admiring the historical arches housing the ancient statues across the length of the front of the iconic store. Stroll along the walkway with fountains to your right and as you turn the corner towards the men’s store, pause to gaze at the charming garden in front of you complete with the miniature tribute to the Taj Mahal.

As you enter the shopping mecca, waltz through the room within a room, admiring the archways quintessential to heritage Indian architecture set in a contemporary milieu. An evocative colour palette of bronze and gold elements enhances the visual beauty of the clothes all around. Pastel walls, stunning modern chandeliers, beige marble and bronze-gold clothing racks together evoke an air of understated luxury.

Pernia’s Pop-Up Studio’s new flagship store is indeed a melting pot of couture, culture, and colour. An irresistible invitation to shop from an expansive selection of Indian fashion and luxury brands located under one roof, and to savour the experience completed with impeccable customer service and bridal consultations at private rooms.

What, Where, How

The store launch at Indian Handicrafts Emporium, Mehrauli at 5, Main Aurobindo Marg, New Delhi, on November 26, came alive in the evening hours from 4 pm onwards.

The decor was executed in a classy and elegant white-and-gold overall theme representing a clean and modern Indian metallic palette. The theme came to life with gold vases housing serene rajnigandha sticks and gold/white urlis stuffed with fresh roses and candle stands. The stunning yet soothing decor was executed by decor partners, @weddingdecorindia and @sbdecor12.

The food similarly represented delicacies curated from modern Indian cuisine. Here’s a taste of the menu: Nadru galouti slider with thetcha (v); Paneer pinwheel with dill chutney (v); Pesto and Parmesan Puffs (v); Mini pulled jackfruit kachori (v); Chicken croquettes, Kasundi aioli (nv); Lamb galouti, brioche and Chipotle (nv); Dessert: Gold dusted raspberry truffle; Mini rabri Choux. The catering partner of the event was Holy Belly Food boutique.