The overall concept of the store interior derives its references from Namrata Joshipura's design stylistic; in whose clothes textures play a very important role and where elements of luxury and slickness are used as accents in a slightly raw yet contemporary context. Spatially the store successfully tackles the unusual site constraints.
The building (Qutub Crescent) is semicircular in plan with stores divided within like lices of a pie, narrow at the entrance and wider at back. From both the visual and vaastu point of view this was undesirable.Her clothes have two distinct segments; Western and Indian, with the focus being on western wear.
The presentation of the clothes in the store had to have this distinction. An elegant solution has been arrived at by creating a skin of chrome beads that divides the store parallel to one of the walls and hence creates a perfect rectangular space for display. The skin conceals within its trapezoidal space the functional requirements of the store; the storage shelves, the cash counter and the changing room, in addition to defining a separate niche for the Indian apparel.