Lilaowala’s “enriching”space
Designer Ashdeen Lilaowala’s new sari store in Delhi exhibits his creations and will serve as a cultural space for upcoming talent
The store’s walls are hand painted with motifs similar to those that occur in the designer’s creations — flora, fauna, chinoiserie, flowers, birds, butterflies and the flying cranes that have become his signature pattern. Divided into two spaces — for traditional garas and another for bridal wear, there’s a lot of open space for customers to walk around. The designer "wants to give enough time and openness to the customer to explore. For that reason, the store has ample seating and spacious changing areas.” The garments will be displayed on dress forms and T-stands instead of mannequins. The store plays love ballads from the 1980s and ’90s and something "lively and cheerful.’
Ashdeen Lilaowala (inset) and his designer store
The colors in the store — pastel pink, greyish purple and other soft feminine colors reflect his inspiration, notes Lilaowala. The hand embroidered cushions, the painted, antique accordion screen, lighting fixtures in chrome and brass, old furniture where "close attention has been paid to the patina of the wood,” ceramics and a sofa from the couturier’s personal collection, all reflect the brand "and its modern reflection” in 2018. While the floor is laid out with white and black checkered tiles, the windows overlook lush green trees. The artwork on the walls of the store is replicated on the outside walls. Store designer Punit Jasuja told Parsiana that the inspiration for the design was "very simple... and needed to interpret the store the same way Ashdeen interprets his art.”
Lilaowala plans to encourage artists, photographers and others to promote their art on an "art and culture wall” which is fitted with moveable, interactive racks. Pondicherry based ceramic artist Adil Writer will showcase his work at the outlet that Lilaowala calls "not just a commercial but also an enriching, cultural space,” around Jamshedi Navroz 2019. Before that, December 2018 will see artist Shirley Bhatnagar display her ceramic creations on the theme of "Parsi colonies and the people in them,” Lilaowala detailed. In November, children associated with the educational organization Flow India will visit, to appreciate firsthand the craftsmanship that goes into the creations.
Ashdeen creations (from l): floral fantasy; rose trellis; multiple floral border; garments on display
Tea and a unique khari
At the store opening on August 19, 2018, Lilaowala and his parents Shernaz and Zubin were at the entrance to welcome the invited designers, customers and friends. The designer’s modern touch to traditional Parsi heritage extended to his innovative version of the Parsi high tea served with Ashdeen-labelled champagne. Old reliables Russian patties, egg and cheese balls vied with items with a Parsi twist: paneer akuri on khari biscuit, Parsi kheema sliders and bhatia ni marghi, mava cupcakes, lagan nu custard cheesecake and salted caramel ravo catered by Kainaz Contractor of Rustom’s Parsi Restaurant.
Delhi Parsis who attended included Dr Shernaz Cama and her son Dr Jehangir, Delhi Parsi Anjuman (DPA) vice president Adil Nargolwala and his wife Rinchen, DPA joint honorary secretary Cyrus Engineer and his wife Kainaz, DPA trustee Dr Niloufer and her opthalmic surgeon husband Dr Noshir Shroff and their family, long time Delhi resident Freny Billimoria and chef Anahita Dhondy. Also present was high commissioner of Canada in India Nadir Patel. Delna Mistry, friend and ardent fan of Ashdeen’s work and her daughters Pearl and Natalia had specially flown in from Bombay for the function.
Lilaowala’s well-wishers at the party included chairperson and editorial director of the Hindustan Times Group Shobhna Bhartia, who came with lawyers Manik Karanjawala and her daughter Niharika. The fashion fraternity was present in full force: editor of Harper’s Bazaar Nonita Kalra, Cosmopolitan editor Nandini Bhalla and Voice of Fashion editor Shefalee Vasudev. Also seen were founder of FabIndia Bimla Bissell, fashion influencer Harmeet Bajaj, designer Atsu Sekhose, and David Abraham and Kevin Nigli of Abraham and Thakore.
Guests took home a nugget of Parsi tradition: a gift of specially designed chawk dabbas (for making designs) inspired by the designer’s trademark motifs — crane and bamboo, chrysanthemum and butterfly, and the rose "to decorate your home and create new memories,” as noted Lilaowala.
Address: Ashdeen, D-16, Moon River, Defence Colony, New Delhi 110024; Contact: +91 9354818565.