© The Architecture Story / Photography: studio suryan//dang

As the Indian luxury market emerges, so does a new generation of local brands which exclusively cater to this segment. And the slipstream of it all, interesting retail concepts are popping up in fashionable quarters of India‘s biggest cities, such as Mumbai. Home to a sizeable, deep-pocketed demographic that’s also savvy in terms of fashion and lifestyle, it’s the perfect environment for a boutique like Doki Doki. Opened earlier this month at the Ballard Estate, a commercial area within the seaside Fort district dotted with ornate colonial era buildings by Scottish architect George Wittet, the Doki Doki store occupies 102 sqm. (1,096 sq.ft.) inside the warehouse of a former ice factory.

Designed by architect Deepak Jawahar and designer Justine De Penning of Chennai-based design studio The Architecture Story, the interior has retained much of its utilitarian glory, such as the pitched roof, wooden beams and a cast iron column, but has also been masterfully tweaked to fit the both the functional and aesthetic requirements of Doki Doki. The façade features a distinctive, three-toned striped pattern, designed by The Architecture Story and executed by sign painter Narayan Kadam, which makes the store stand out, and ties in with a striking mural found indoors. Upon entering the premises, shoppers are greeted by a large installation of metal arches, which serve as a centerpiece that combines function and experience.

The aforementioned mural, an abstract black and white gateway portrayal with a playful three-dimensional effect, demarcates the adjacent gallery space and coffee bar. Interestingly, the custom-made meandering metal arches dipped in a bright blue shade are are inspired by the iconic Red and Blue chair of Dutch designer and architect Gerrit Rietveld. As said, Doki Doki caters to an in-the-know demographic, and does so with a tightly curated range of women’s apparel, accessories, bags and jewellery pieces by artisanal brands, and most are crafted in India. The boutique’s brand list currently includes names such as Fool Dost, LEH Studios, Né Nepal, Do Tak Keh, QUOD and Kilchu.

Doki Doki
7 Calicut Road (Fort)
400001 Mumbai
Tue-Sun 10am-8pm

© The Architecture Story / Photography: studio suryan//dang