Just in Stories

#HauteSpaces: Anita Dongre Launches Her Flagship Store In New York

July 08, 2017 | by Japleen Kaur
Grassroots By Anita Dongre_Hauterfly

Who doesn’t love a pretty home/work space? I know the answer to that one. So now, every week, I will go in search of the most stunning indoor spaces in our country that will inspire the inner decorator in you. Unique, colourful, or quirky, these photo stories are sure to leave you spellbound, like mouth-hanging-open spellbound. If you know or use a space that fits the description, ping me and we can chat! It can be anything from a home to an office, a studio to a restaurant — if it is fun, I’m game.

One of India’s finest and most well-known fashion designers, Anita Dongre, launched her sustainable luxury brand, Grassroots, 2 years ago. It is her youngest brand and, in a short time, has earned credit for being unique and ethical.

And now, Grassroots is ready to take on the world. Recently, Anita became the first Indian fashion designer to launch a flagship store in the Big Apple. Yup, the city of dreams, New York, USA.

A space that sprawls across 1,500 sq ft, the store is located SoHo’s historic 1890 Romanesque Revival masonry building. While the exterior is made of sandstone and brick, the subtle red quite a standout, the magic happens inside.



Designed by ace architect Shonan Trehan, the space speaks volumes of Anita’s personality — simple yet elegant. Off white walls dominate the store, reiterating the ongoing décor trend of white gradients and pastel shades.

Since the clothing is all about sustainability and using resources that are less harmful to the environment, the store had to complement this idea well. And the use of cork and recycled wood in elements of rose gold are proof that the brief was met.

The khadi and chanderi panels on the custom-made racks welcome you into the store with warmth and sophistication.

With quotes by Anita adorning on the wall and various bright green plants breaking the monotony of the pale hues, this store is a must-visit, not only for the rich fabrics, but also for the beauty of its interiors.

New York socialites have a new spot to talk about and feel proud of — after all, it is all about our own culture, traditional crafts, talent, and interior designs, right?

‘Revive. Sustain. Empower.’ will greet you as you step inside and bid you goodbye when you leave, trying to help you understand the need of the hour and how you can do your bit in saving this wonderful planet that you and I call home.


Grassroots By Anita Dongre_Hauterfly

Window shopping at its best


Grassroots By Anita Dongre_Hauterfly

Potted plants keeping the aura fresh 


Grassroots By Anita Dongre_Hauterfly

The store in a picture


Grassroots By Anita Dongre_Hauterfly

Cork furniture and white walls make a classic combo


Grassroots By Anita Dongre_Hauterfly

Spot the stunning blue carpet yet?


Grassroots By Anita Dongre_Hauterfly

Grassroots by Anita Dongre marking a space in the world for us

Japleen Kaur

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