Inside designer Dhruv Kapoor’s First Flagship Store In Delhi

“I was never interested in opening a store just to mark a milestone,” said a blunt, sharp Dhruv Kapoor, dressed head-to-toe in all black as we met him at the launch of his first retail presence, a flagship store in Delhi’s Chattarpur. Having launched his eponymous label in 2023, it took Kapoor more than a decade to arrive at a place where the brand had enough clarity “emotionally, creatively, and structurally” to have a physical space. “I wanted the store to feel earned, not rushed. When it finally came together, it felt like a natural next step rather than a delayed one.”

Situated at The Corridors, on the busy 100 Feet Road, an upcoming curated luxury shopping destination that’s a stone’s throw away from other high-end boutiques and designer showrooms, the flagship store is a 360-degree experience of the brand. “The store is where the sound, scent, sight and emotion come into play together. Visitors will find fine tailoring, relaxed silhouettes, layered separates, footwear, lifestyle products and accessories, all presented as part of a cohesive environment rather than isolated categories. There’s a custom-developed scent and a carefully engineered soundscape designed at specific hertz levels are integrated into the environment, shaping how the space is felt as much as how it is seen,” says the 37-year-old designer.

A Language Of Restrain and Balance

Enter through the white façade of the Dhruv Kapoor Delhi store, and the palatial space reflects balance and restraint with its interiors. A white seamless micro-concrete flooring adds fluidity and cohesion to the space. Mirror-finish walls are used to subtly expand the spatial perception. The colour palette is intentionally white, allowing material texture, light, and form to lead rather than colour alone. Lighting is uniformly calibrated to ensure accurate colour perception, allowing the garments to be experienced as intended.

The store reflects the designer’s current headspace; stepping off the hamster wheel of constant reinvention and grow at your own pace. “In my 20s, the focus was largely on exploration; testing ideas, pushing expression, and understanding my own voice. Over time, that experimentation has settled into clarity. Today, I prioritise intention, longevity, and how a garment lives over time. There is a greater emphasis on restraint, balance, and emotional resonance, rather than making a statement for its own sake,” the designer tells Outlook Luxe.

Also Read: Inside Astoria Living’s First Store In Delhi-NCR Where Everyday Living Becomes Art

A Journey Across Time

As we walk, a raw marble sculpture seemingly standing as a relic of past is inscribed with an inspiring quote: on how desire and deeds can take one to their destiny, creating a sense of grounding, indicative of where we come from.

On display are future-forward and “genderful” designs. For instance, a black lapel collar blazer is dotted with feminine motifs like braids. Oversized white shirts, denim jackets and tunics carry both soft feminine embroidery and masculine tailoring. Black sheer tops, gold embroidered black collared shirts, skater skirts and a bunch of acessorie and footwear, add a touch of polished glamour. A tailored jacket comes as a custom-developed techno jersey with a studded leather collar. Vintage and feminine Mary Jane shoes are studded with big metal beads bringing in material strength. These designs echo the world of Dhruv Kapoor- unrestrained, unapologetic in expression yet easygoing. “I am interested in creating clothes that allow people to move, layer, and express themselves without feeling restricted or over-defined. That sense of freedom is personal, but it is also practical: when clothing feels natural on the body, confidence follows without effort.

For a luxury designer wear label that positions itself at the crossroads of past, present and future, the store’s interiors anchored in elemental materials and progressive designs indeed create a dialogue across time.

Quiet Luxury

The store is not stuffy, harking on minimalist luxury. And he designer agrees that today luxury is less about excess and more about intention. “People are increasingly drawn to quality, craftsmanship, and how a product fits into their everyday life,” says Kapoor adding, “There’s a shift away from overt branding towards pieces that feel considered, versatile, and made with care. Buyers now value longevity and meaning over momentary appeal, and that change has reshaped how luxury is perceived and purchased.”

Ask him what’s real luxury for him and he’s quick to anwer that it’s moments when he can slow down. “When I am not working, I value simple moments of pause: outdoor walks, observing, and disconnecting from constant stimulation. Those quiet intervals are essential; they allow ideas to settle and keep the work grounded,” he concludes.