Having received so much love and appreciation for Grassroot, we are super thrilled to announce that Anita Dongre has now launched her first flagship store in the the city of dreams – New York.
The new store will house the sustainable luxury brand Grassroot, Anita Dongre bridal couture, menswear as well as Anita Dongre pret all under one roof. The beautiful space is located at the iconic 473 West Broadway, a pre-war building dating back to the 1900s, in the heart of New York’s most vibrant shopping thoroughfare. The store occupies three storeys and spans over 4,500 square feet. The lower level is dedicated to menswear as well Anita Dongre pret and features dark grey floors and traditional Indian tile-framed mirrors. The ground level is dedicated to Grassroot, and features natural wood floors and fixtures with brass hardware. The top most level is dedicated to her bridal, ready-to-wear and fine jewelry collections. The interiors of each section are carefully curated creating a holistic experience.
The Grassroot space, truly emotes the brand’s philosophy – revive, sustain & empower. The décor is accented by elements in rose gold, cork and sustainable sourced wood. Every detail is special in this section, from custom-made racks that give a nod to the humble shuttle which is used to hand weave fabric and dreamy wall panels of handwoven chanderi and handspun cotton that narrate the journey of the brand. A unique feature in the new interiors is the ceiling that has reels running across with suspended installations of garments, allowing a three-dimensional view of the pieces.
The Anita Dongre bridal, pret and menswear sections on the other hand, seek to recreate spatial patterns of the architecture of Rajasthan, a region that influences Anita’s work significantly, transporting us to the bygone era and regal splendour of a stately Haveli, spread across two floors. Much like old Indian homes, the rooms of the store meander into one another without any formal delineation—a progression of spaces akin to a home, with many rooms and passages intermingling. The space takes shape with the various architectural elements that define Rajasthan – arches, jallis, nooks & corners, niches & alcoves.
Simple classic hand-crafted furniture with inlay and white metal are inter-spaced with bespoke colonial furniture upholstered in custom designed embroidered fabrics, lending an ambiance of quiet luxury and elegance.
Sharing her thoughts, Anita says, “I’ve always loved the multicultural vibe of New York City and I’m extremely excited to take Indian Bridal couture to New York. Earlier brides had to travel to India, in order to visit my store. Now, with the launch of a more easily accessible store the bride, groom and their family can enjoy the luxury and experience with bespoke services at the flagship Anita Dongre store. I also feel a sense of pride in taking Indian fashion to the city of dreams – New York.”
The launch was co-hosted by her dear friend Fern Mallis. Kelly Rutherford, Courtney Sharma, Monica Dogra, Bibhu Mohapatra, Babi Ahluwalia, Suhel Seth, Diva Dhawan, Rasika Navare, Maria Che, Elizabeth Zayas, Megan Brody and Ashika Pratt were some of the guests who joined in the celebrations.