102 FASHION
ARANYANI ; THE FIRST LUXURY INTERNATIONAL HANDBAG BRAND FROM INDIA , OPENS ITS DOORS WITH THEIR FIRST CONCEPT STORE IN MAYFAIR , LONDON
Aranyani , the first luxury international handbag brand from India , launched in the UK this Autumn , with the focus to create a sustainable legacy .
The brand has now opened its doors to their first concept store in London ( 21 Bruton St , Mayfair ) to coincide with launching their AW22 / 23 collection . The name Aranyani means ‘ The Goddess of the Forest ’ which is synonymous with the brands focus on sustainable artistry , nature and quality .
The new Aranyani flagship store is located in London ’ s exclusive Mayfair district and is split across two levels . The ground floor area ( 550sq ft ) is primarily given for retail — creating a calm and inviting space to showcase the exquisite quality and artisanal skills used to make each bag , whilst the lower ground floor space ( 850 sq ft ) caters for a VIP experience , allowing the customisation of the product , in a luxurious yet approachable environment .
The store experience was based on the idea of a journey through Aranyani ’ s forest . A conceptual narrative that allowed the design team to consider light , colour , material and the sensory landscape as the customer moves through the spaces . The customer starts their journey at the forest edge as they enter the store , moving deeper under the canopy as they explore – this is a place of curiosity and intrigue with a range of bags beautifully illuminated on elegant , tiered shelving as if resting on the branches of trees . The space draws the customer into the central ‘ glade ’, a sculptural area of soft light that illuminates hero product on large slabs of British stone and Irish marble .
A luxurious consultation room is located on the lower ground floor , housing a library of Aranyani ’ s leather finishes , gemstones and other details that embellish the bags . Here a group of friends can enjoy the relaxed seating and discuss their unique requirements for a bespoke piece , giving the store a VIP experience .
THE ART OF LUXURY Issue 61 2023