Why Azurina in Alwarpet is moving beyond the brick-and-mortar concept to create an enhanced experience

Heavily inspired by her love for Kodaikanal, which she tells us is her most frequent getaway, the first pop-up in the refurbished store is called the Indoor Garden.

author_img Nascimento Pinto Published :  25th January 2019 06:50 PM   |   Published :   |  25th January 2019 06:50 PM
Azurina India in Alwarpet

Azurina India in Alwarpet

When Dipu Krishnamurthi started Azurina in 2010, she was quite sure of what the brand would be all about — sunny, casual and vacation clothing for young mothers. The vision is evident from her last two collections — Tropical Khaadi Stripes and Party Essentials that featured tassel-edge ‘kuresses’ (kurtas that can be worn as dresses) and velvet and silk tops. However, after experimenting with different designs in each passing year, she has now decided to evolve and transform the 500 sq ft  outlet into something much more — a themed-store that will change by the season. “I think the concept of brick-and- mortar retail is changing,  and I see it becoming more of a form of entertainment. So now with every collection I want to put up a show, which changes with the season,” says the fashion retailer, promising a completely unique vibe for all her patrons. Nestled in Alwarpet’s Sriram Colony, Azurina India’s new look with its first pop-up is set to launch on January 31. 

Indrani Singh Cassime's ceramics will be on display

Nature as a muse
Heavily inspired by her love for Kodaikanal, which she tells us is her most frequent getaway, the first pop-up in the refurbished store is called the Indoor Garden. Keeping in mind the onset of spring, it will not only see signature coloured khadis and chanderis, but also two other brands — The Yogi and Bhomra Design Co., Delhi and Kolkata-based respectively. “While one works with sustainable handspun textiles, the other gives a modern take to taant fabric, a traditional Bengal weave. For this particular Spring edition, The Yogi will have hand-embroidered floral motifs while Bhomra presents a variety of colours replicating a spring garden through their saris,” Dipu elaborates. She lists out her current favourites — creepers for interiors and floral home scented fragrances from Niana, an online brand that specialises in soy candles, reed diffusers and room sprays. You can also find reed baskets and totes sourced from Ziveli, a Bengaluru-based brand that  works with artisans from Manipur. Apart from these collaborations, Azurina will house their own collection which is a mix of solids, prints, and embroideries with florals, printed and embroidered designs accentuated with lace in kurtas, tops, dresses and tunics.

Ceramics & live gardens
Interestingly, the garden setting won’t just be for aesthetic purposes at Azurina, but will also showcase Dipu’s collaboration with Auroville-based ceramic expert Indrani Singh Cassime and her close friend Sudha Reddy, a third-generation horticulturist. While the ceramic artist will be in the city to display earthy organic and outdoor stoneware, Sudha Reddy will focus on indoor gardens. “She uses recycled plastic through her living room, and hanging gardens, which will be displayed at the store,” shares Dipu. With the store being so multi-dimensional, is there another pop-up in the works? “Yes, the next theme will be travel, just in time for the summer holidays, and you will know soon.”

On till February 28.
Products start at Rs 600.
Clothing starts at Rs 2,000.