About five years ago, India Circus by Krsnaa Mehta started quite boldly as an online design store. The first offline avatar of the popular home and personal accessories label, now finds expression as a store cum-gallery in the art and design hub of Kalaghoda, Mumbai.
The 1300 square feet store is nestled on the first floor of Dresswala Building in Kalaghoda. The stairway is indeed one of the highlights of the space. It is built out of beautiful teak wood and has been only recently restored. It has crescent moon and star motifs, that make pretty reflections on the wall as they gleam in the light of the sun. Mehta agrees that the stairway sparks a great feeling even before we enter the store. “Few things can influence the perception and feeling of the overall quality of the entire interior like your staircase can,” he opines.
As one enters the store, it is best to be prepared for a colourful assault on the senses. The haven of vibrant colours and intricate designs greets the visitor and sets the tone for a cheery visit right away! The entire space has been designed with signature contemporary elements and reflects clean bright tones.
A whitewashed brick wall adds to the organic and rustic look. The flooring is tiled and made out of IPS cement. IPS flooring is also commonly referred to as “red oxide flooring”. It provides the perfect foil for the multi-hued products on display.
The store radiates a very distinctive and dignified elegance. “The vibrancy of the colours combined with the nuanced heritage of the designs makes each piece created at India Circus exceptional. Our store decor was built around these principles. It’s an extension of our online personality,” says Mehta, as he describes how the ethos of the brand permeates not only the products but also the store décor.
The store has a very organic and breezy spacious feel. The products have been clustered together in a manner akin to a kind of organised chaos. Just like the raw organic nature of the store, the products find their way on the shelves against the wall or the larger furniture ‘islands’ in the midst of the area.
One cannot miss the charming narrow balcony, which is an important design element. Sleek and simple are the keywords behind its layout and design. “We plan on having several events at the store. The balcony will be utilised to entertain guests and as a smoking zone area,” explains Mehta.
The store also has a separate gallery room, where artworks are displayed. “The inner gallery is a community of the conscious creative. It is a space to bring in likeminded people,” says Mehta. This is a lounge of sorts, where meetings and client interactions can also take place. The striking blue brick wall is quite a statement piece here.
India Circus products are inspired by the sounds, sights, colours and myriad moods of India. The products range from lifestyle accessories, stationery, luxury wall art, wallpapers, furniture, cushions, crockery, rugs, carpets and other accessories. Mehta has merged the platform with Godrej, one of India’s leading business conglomerates. Launching the brick-and-mortar store in Mumbai marks a proud milestone for Mehta and Anil Mathur, from Godrej.
Traditionally, a company opens a store, expands its footprint to the web and then works to integrate its online and in-store sales. But for India Circus, the opposite approach seemed more enticing. “We wanted to create a flagship destination where our patrons can truly experience the beauty, quality, and craftsmanship of India Circus creations in a truly luxurious way.
This launch is just another step towards creating and capitalising on the synergy between our online and offline retail. We believe the future is digital, but at the same time feel that actual in-person experiences too aren’t quite going away,” concludes Mehta.
Text By Dhanishta Shah
Photo Credits India Circus