JJ Valaya’s sumptuous new flagship fashion & luxury interiors store brings the complete Valaya experience to India’s capital city…
Welcome to the World of Valaya — the all new flagship experience of celebrated couturier JJ Valaya, one that redefines the benchmarks of luxury fashion and lifestyle in India. Housed at the JW Marriott Hotel In Aerocity New Delhi, the World of Valaya is a 12000 square feet, two-story concept store that will feature the designer’s three primary loves under one roof — Fashion, Home, and Photography.
Designed by Valaya Home, the luxurious multidisciplinary space remains rooted in quintessential JJ Valaya sensibilities. Every product at the store has been designed, developed or curated by the master couturier, reflecting the synergy of modern, maximalist, and multi-cultural elements.
The ground level showcases the all-new-bridge-to-luxury JJ Valaya fashion brand: JJV (which debuts with an eco-conscious collection made from TENCEL LUXE), a line of consciously made fashion jewellery, Mr. Valaya’s books on Photography, fashion accessories such as pocket squares, cufflinks, scarves and belts and a selection of VALAYA Home furniture.
As you walk down the Art Deco inspired staircase into the capacious lower level, you will find yourself standing under a grand chandelier in the resplendent Jamawar Lobby featuring walls fabricated using original antique jamawar shawls and inlays for the Art Deco flooring. This leads to the central artery of the space, the grand passage in a black and white checkered floor with a signature chevron patterned ceiling illuminated by a series of pendant lights.
To the left of the central passage lies the fashion section housing the womenswear & menswear collections, a couture museum showcasing single-edition masterpieces, a precious jewelry showcase, and the private lounge for bespoke consultations, Le Salon du Musee. Here one will find the legendary Valaya embroideries in the finest of Couture for women and men besides a showcase of the Fabled Alika Jacket, The Shifting Leaves Chevron Line as well as a line of Jhalamand House shirts. Also featured here is a line of Mens Shoes, Cufflinks, pocket squares and buttons and scarves, belts and headbands for women. This space also introduces the Valaya line of precious jewellery (drafted in association with Jagdish Jewellers Chandigarh, creators of the maharaja’s jewels since 1866)
To the right of the alley, a black archway with a pair of signature JJ wall tapestries leads you to the central Altar lobby of the JJ Valaya Home section where you can meander through five seamlessly interconnected zones —The living room, The bar with its dedicated lounge, The dining room and the bedroom.
Marked by a cohesive design language, Valaya Home is where the brand’s core ethos again comes alive, that of the Royal Nomad with a penchant for Art Deco. Here, expect to find the all new line of VALAYA fine furniture, lush carpets, lighting solutions and fine art. In addition, rare vintage finds handpicked by the designer himself, sourced from the Far East, Turkey, the orient and the interiors of India, as well as the complete oeuvre of the designer’s fine art photography.
“The whole concept of having a Valaya home experience as part of the World of Valaya is to showcase the look and feel of what our sensibilities can create in spaces. We are here to introduce to the world a VALAYA lifestyle in our own unique language of sophisticated grandeur. We strongly believe that whoever comes to shop with us for clothes would have a natural affinity towards Valaya Home and vice versa,” says JJ Valaya.
The designer attributes his love for cohesive spaces to his first standalone fashion and lifestyle store back in 1996, which was spread across a stately one-acre farm in New Delhi’s Chattarpur area, and was the forerunner to the present World of Valaya: “The Valaya brand has always been known for larger-than-life experiences. It has a history of doing things that are ahead of its time, large, industry-firsts and special; In 2022, as we get set to celebrate 30 years of our brand in fashion, I am very confident that the World of Valaya will herald a new chapter for luxury in India.”
