I was at a lifestyle pop-up recently and had the chance to try out and try on a lot of brands that I’d only otherwise known digitally. In addition to trying out clothes and jewellery and testing out homegrown makeup brands, it was also a chance to engage with people. At least for the time I was there, I was part of an experience. 

While the digital world has its advantages that have opened doors for many D2C lifestyle brands to come to life, there are downsides to it too. While it has made brands with relatively less capital to start, there is an apparent lack of in-person interaction that often cements the worth of a premium purchase. But to bridge the gap, concept stores are popping up across the nation such as Vasa Indica and Two Extra Lives. Closer home, I would think of stores like 108 by Save The Loom and Trove Eclectic in Kochi. 

Adding to the conversation in a truly unique way is the upcoming concept store in Kolkata called ‘Unconventional’. They are believers in the power of a physical space just like me. The carefully curated concept store offers a chance for people to immerse themselves in the environment, engage with the products, and experience design objects in a way that’s simply not possible online. The store is a medium, and the message is clear: "Do not conform."

In talking to Homegrown, the team behind Unconventional shared how for them, it is not just a store, but rather a statement. Nestled in the heart of Kolkata’s Alipore area, this multi-design retail space offers an experience that challenges the status quo. Born from the vision of a mother and son duo, Unconventional is the answer to the city's need for a space that reflects its global aspirations, while still embracing its complex, local culture.

The concept behind Unconventional as depicted by the name, is to break away from societal norms and provide a platform for self-expression. The space is carefully curated, featuring designers driven cultural shifts through their unique bodies of work. The goal is to make Kolkata, often seen as an old-school city, as also being a centre for innovation in the narrative of contemporary Indian lifestyle and culture. 

Designing A Space & Working Model That Goes Beyond The Norm 

Unconventional’s target audiences are those who dare to stand out - who identify as creators, artists, designers, or anyone who feels they don’t fit the traditional mould. The store is catered to those beyond the binds of gender and age. Rather, it is designed to draw out all those with a mindset akin to theirs - those excited by the novel and experimental. Through Unconventional, they offer a space where people can experience brands of shared value, up close and personal. After all, there is nothing like the in-person experience of a well-made garment or jewellery to convince you to make it your own. 

Creating a retail space that matched the ‘Unconventional’ vision was not easy. Ultimately, however, the architecture of Unconventional turned out to be as unique as its concept. The space features a large, metallic sphere at its center, serving as a visual and functional focal point. This sphere, along with the store's curved corners and layered design, creates a dynamic environment where visitors are encouraged to explore and discover. Each turn reveals something new, from the ripple-effect metal ceiling to the floating reception table, all set against a backdrop of neutral tones that allow the vibrant designs and bold art pieces to stand out.

The store's collection is carefully curated to include both established and emerging designers from India. Brands like Almost Gods, Polite Society, and Huemn have already made waves in the fashion industry with their accessible pricing, independent design, and compelling storytelling. Other featured designers, such as Outbreak and Rkive, bring innovation and a global aesthetic to the space, with truly unique attire and accessories. 

True to their name, Unconventional is a bold experiment in how the space has been designed, and decorated, how they have curated the choice of brands, and even their organisational model. Spearheaded by Yash Jhunjhunwala and his mother Preeti Jhunjhunwala, the store reflects their shared desire to disrupt the city's conventional mindset. As designers and creatives themselves, they already had an eye on the industry and the nuances of it that helped them shape their vision.

The physical space was brought to life by Architect Raj Periwal of Maheshwari & Associates, a friend of Yash’s who could intuitively understand his vision when designing the space. "We wanted to create a place that feels like an experience, not just a store," Yash shared during our conversation. The centrepiece of this vision is a large metallic sphere that occupies the heart of the store, a feature that he described as "an intentional obstruction meant to create curiosity and provoke interaction."

The working model of Unconventional is equally groundbreaking, driven by a commitment to authentic self-expression and community engagement. Pragya Chopra, who operates as a fractional CMO for the brand, emphasised the importance of staying true to the ethos of being Unconventional, through and through. "We’re not just selling clothes; we’re offering a space where people can connect with the designers and their stories. It’s about fostering a community that values creativity and individuality." As a seasoned professional, Pragya has been breaking ground in her own regard, with her ‘CMO As Service’ approach for organisations that she takes on passionately. 

The founding vision for Unconventional was and will always be rooted in the mother-son duo’s deep love for Kolkata, while rightly positioning the city on a global fashion map. "We’re tired of hearing that Kolkata is behind the times," Yash explains. "This store is our way of showing that our city can lead, innovate, and inspire." The store's layout is deliberately designed to be an evolving space where art, fashion, and design converge, offering something new with each visit.

The careful curation of designers and artists reflects this dynamic approach. The interiors, including unique pieces like the Pocket Chair by Sudheer Rajbhar and the custom Outbreak x UnConventional Centre Tables and Hangers, were selected for their ability to spark conversation and evoke emotion. In essence, Unconventional is a space that is as much about design as it is about a new way of thinking.

The Unconventional Path Ahead

Going beyond being limited to traditional and occasional wear that Kolkata is known for, Unconventional offers a contemporary, dynamic approach to design in its many forms. What they have built is not just a place to shop; it's a place to experience, create, and connect with like-minded individuals who share a passion for breaking free from conventions.

Sans clutter and opulence, the Unconventional store allows each piece of clothing, art, and furniture to shine. Rather, it is even capable of morphing into a gallery, a community space, and above all, a reflection of a city that is ready to embrace the future while honouring its past.

Unconventional opens to the public in mid-September 2024.

Follow Unconventional here.

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