Mellowdrama opens first flagship store in New Delhi

Womenswear brand Mellowdrama has opened its first flagship store in New Delhi. Located inside luxury shopping destination the Dhan Mill Compound, the store launched along with Mellowdrama’s new collection ‘Aquella’.

“We have been excited about the possibility of extending our brand into an experience for years but never quite found the right space to do it,” said the brand’s designer Aaina Mahajan in a press release. “With this store in Dhan Mill, I’m excited about bringing all our collections under one roof. Our latest, Aquella, is a macro perspective of colour and light dancing in the depths of the oceans. It encapsulates so much of what we have built over the years.” 
 
The new store measures 750 square feet and its fluid design features no sharp edges. With a colour palette of white and chrome and a concrete floor, the store has a modern feel, emphasised by the ceiling-high ‘M’ installation at its entrance. 

“Aquella came from the idea of transition across seasons and time,” said Mahajan about the new collection which launched in-store. “I wanted to capture the dance of light and colour in the depths of the ocean. Intrigued by the textures and formations of the world below, this collection uses our signature metallic accents, distinctly layered denim mosaic panelling, zipper detail and tufted denim textures to create a tactile experience that is bold yet refined. I’m excited to see people wear this collection and bring their own depth to it.”