Inside Astoria Living’s First Store In Delhi-NCR Where Everyday Living Becomes Art
The luxury home living brand has come up with a 18,000 sqft flagship store at MG Road bringing its design-forward approach to furniture and collectibles
In a world filled with noise, cluttered with many options, and expecting us to be moving at all times, stopping by a thing of beauty feels luxury. When we stepped inside the newly opened 18,000 sqft flagship store of Astoria Living, quietly standing amidst the chaos of the busy MG Road, we entered a sanctum of calmness.
A living room welcomed us with soft muted colour tones of greys, beige, and cream spread across a curved cloud like lounger chair with a cradling crescent form. A low-profile coffee table in a brushed metallic base and tinted glass surface became a stage for conversation. A low-slung modular sofa upholstered in blush-pink fabric, blended sleek lines with plush comfort. Behind it, a square shaped wall shelf displayed an assortment of luxe living collectibles like books, cushions, sculptural showpieces and lampshades.
As we moved to another section partitioned by sleek glasses, our hands instinctively brushed against the smooth leather wall paneling bearing a velvety soft touch. “Beauty exists in stillness,” said Atil Yadav, Creative Director of Astoria Living accompanying us during the walk-through of the palatial store. “I believe luxury should be felt, not just seen. Our experience center redefines the way interiors are chosen, allowing visitors to immerse themselves in carefully curated spaces. The design language of this experience centre reflects quiet luxury that is refined, sensory, and deeply personal,” he said about the store opened this month, and has since then become a spot for discerning homeowners, architects, interior designers, and developers picking a wide variety of furniture offerings: dining tables, sofa sets, consoles, coffee tables, beds, wall panellings, wardrobes, and home collectibles.
Design-forward furniture
Astoria Living has long been a dream of Atil Yadav who comes from a family of real-estate developers. After obtaining a Masters in Interior Design from the University of Westminster in London in 2018, he went on to work across high-end residential and hospitality projects in India, honing a deep understanding of space, proportion, materiality and high-quality design. Over time, this exposure strengthened his belief that a home should not just be filled, but “felt.” Astoria Living birthed out of this mindful philosophy.
“Over the years, I observed a significant gap in the Indian market, a lack of premium, design-forward furniture solutions that align with the aspirations of modern Indian homes. This insight led me to conceptualise and spearhead Astoria Living, an immersive, experiential retail destination that bridges aspiration and access in the world of interiors,” he tells us.
His design-forward thinking is visible in the wide range of collections. In the ‘Talora’ collection one observes a harmony between earth and air denoted by a grounding warm colour palette and lightness of fabrics in home furnishings. ‘Veluna’ is where plush forms and sculpted contours speak of refinement. ‘Serino’ is defined by sleek lines and slender form distilling minimalism into pure expression. ‘Arcano’, in contrast, has a bold dark colour palette defined by maroons, deep greys, and blacks telling that contemporary luxury is both rugged and refined. ‘Elara’ has a soft and reflective grace with rounded and comforting proportions.
We stopped by their bestselling home living piece- a marble table kept at the end of the store. Made in partnership with Metra Italy, an Italian design firm, it was a statement centrepiece finished with shining glaze. “Each piece is handpicked for a quiet life of luxury, chosen for its superior quality, cutting-edge design, and timeless elegance,” says Yadav showing us a few marble tables that double up as sculptures suited for a living room.
Quiet Luxury Speaks More
Yadav emphasises on the word ‘experiential luxury’ often during our conversation where the entire experience you create around a product is paramount than the product itself. It’s visible in Astoria Living’s structure too where the space is intently kept palatial allowing free-flow of movement. Objects are stationed far apart for visual relief turning the store into a sanctuary of quiet luxury.
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Yadav elaborates, “Quiet luxury resonates today because it is rooted in authenticity, craftsmanship, and a sense of calm that endures. It is not about excess but about intention. It is about creating spaces where design whispers instead of shouts, and where beauty feels lived rather than displayed,” he says, adding that today’s consumers view luxury as understated, personal, and experience-driven rather than overtly opulent. “People value authentic craftsmanship, timeless materials, and bespoke detailing. Buyers now prioritise comfort, wellness, and individuality, seeking homes that feel like sanctuaries. Moreover, sustainability and longevity matter more than ever, making durable, ethically sourced pieces desirable.”
As we completed our store walk-through we realised how each piece made us feel deeply connected to the space and how we live, adding to the beauty of often overlooked moments spent at homes and private spaces.