Priyadarshini Rao opened its first exclusive store in Infinity 2 Mall, Malad this June 2011. The store aims to retail fashion in an environment which fuses the collection with art and good taste. Mineral has tried to weave its philosophy and its design director, Priyadarshini Rao’s sensibilities into the architecture.
The store is done up primarily in white and has full grain wood flooring covering an area of 900 sq. ft that has been left raw and unpolished. The visual merchandise of the windows is dressed up in pure canvas to give it a postmodern feel. The transition is emphatic from the highly detailed windows to the unstructured minimal interiors which almost disappear to highlight the clothes on the shelves.
The collection is inspired by the colors of minerals. The collection emphasizes on a play of different fabrics, stylishly recombining prints with checks and extraordinary silhouettes. It features a predominance of textures like crush, pleats along with romantic floral prints, stripes, checks which further amalgamated in a crochet with a palette of cottons and linens. The largely used bright fun cottons are styled with bright accessories to give a chic and grunge look.
