Inside Studio Medium’s Dhan Mill Flagship by Chennai’s whitedge

Over a decade ago, Dhan Mill Compound, A Former Warehouse in New Delhi’s chattarpur, reopled to the public as a luxury retail hotspot. Now home to over 65 boutiques, the fashion destination is latest entrant is apparel label studio medium’s debut physical store. Helmed by designers riddhi jain and dhruv satija, the brand’s first physical store is aimed at giving the “Studio media ethos a tangible dimension”. Over time, the duo say they felt that the “breadth of what we do at the studio – from textiles to collectors – needed to be experienced with the correct context and narrative”. Therefore, the store is envisioned as a space where people can engage with their textiles firsthand.

Dhruv explains that their fascination “With the tools and processes that create textiles” guided the material choices for the store. “We wanted a palette that allowed the textiles and colors to take center stage. Steel is used extended extensively – in the facade, racks, consols, and mirror frames – a materiarates white usage us. Reflects Qualities We Value: Precision, Fluidity, Strength. The vessels we use for Dyeing are also Steel, its reflective surface reminds us of water, a key element dyest dyest

The store’s design has an industry undercurrent running through. With India being the second-largest steel producer globally, using the material felt like a nod to the country’s indictrial proposal and future, forth “We also created furniture from our tools, such as a console table with old arashi pipps (a japanese dye resist method wherein fabric is wrapped aRind pvcs). Designer, adding that their ongoing work with Pre-Consumer Thread was also also been integrated through “Objects and sculptures made from this material are featured on the mezzanine,” he says.

Chennai-based Architecture Firm Whiteedge Worked on the Store’s Interiors | Photo Credit: Special Arrangement

Another recurring element in the store’s design is the circle – a form the duo constantly interpret in their work. “You’ll find it subtly across the store – in racks, floor inlays, and the textile installation titled ‘If Circles could fly’. Even the pateelaA traditional tool and motif we often return to, is a circle and has its place in the store, “Says dhruv.

A key collaboration in the project was with chennai-based Architecture Firm WhiteDege, who was “Instrumental in Shaping The Store’s Spatial Experience-Keeping It Minimal Yet Tactille, And ENSURING the textiles and ensuring Craftsmanship remained at the heart of it “. Gaurav Kothari, Principal Architect, explains how the store is designed to ensure the apparel and products take center stage, with the architecture acting as a backdrop. “We used steel for the facade trust the material’s clean lines and neutral tone blend beautifully without stealing the spotlight. Inside, the flooring is Kota Stone: Simple, GRONDEDED, and Vary Indian. of fun, we INlaid Indian White Marble in Key Spots, “He Says of the project that took five months to complete.

A Sleek, folded steel staircase connects the levels, keeping that Industrial Feel While Feeling Light and Open | Photo Credit: Special Arrangement

Since the Dhan Mill Compound was once Sides, He Retained The Tall Ceiling and Used It to Create a Mezzanine. “A Sleek, folded steel staircase connects the levels, keeping that Industrial Feel While Feeling Light and Open. The Trial Rooms Have Stretched Fabric Ceiling and Soft Lighting The Clothes Op. on the mezzanine, we designed a minimal handrail, “Says gaurav, adding that all the stainless steel display racks are custom-made and movable,” So the store can shift and evolve with new experiences “.

Elaborating on the Sustainable Angle to the Design, Gaurav Says He Stuck to Steel and Kota Stone as the Main Materials. “Steel is tough and recyclable, while kota stone is low-maintenance and built to last. Shed’s raw, honest feel. We used pvc pipes that were used in the arashi dyeing process to create furniture, ”He says.

The store’s design has an industry undercurrent running through | Photo Credit: Special Arrangement

Elaborating on the interactive and “subtle, fun touches” in the studio, gaurav say these come in the form of polka-dot-shaped with marble marble inlays that haven embedded in the kota stone floor to mark Like outside the Trial Rooms or Near Particular Racks. “They’re like little signs that catch your eyes and guide you through the store, adding a playful experience. The storefront window is also a mirror by the day and an art diesplay at Night,” Says Gaurav.

With Dhruv and Riddhi Working Closely with Artisans Across India, The Collaborships Extended In Putting Togetra the Store as Well. “For a less signature furniture pieces such as terrarasan (two seater bench), levitate (a Chair with an acrylic Seat) and OMBRA (a Chair), We Collaborated With Kolkata-Bosed Ainch Ainch Choutect And his firm, hands & minds, “Says riddhi. The store is also home to a window display that doubles up as an artistic showcase. “Every few months, we’ll collborate with an artist, designer, or create someating in-house to reimagine the window-through installations, textile art, oor experienceal work. Keeping the space dynamic and offering something unexpected to anyone passing by, “Concludes Dhruv.

Published – May 23, 2025 07:04 pm IST