The No-Mad Flagship Store

No-Mad @ Horniman

No-Mad reinvents itself with a brand new store in the artistic neighborhood of Horniman Circle. A striking red door stands next to elite neighbor Christian Louboutin, and yet this bold statement is tucked away in a lane known for its quiet charm. Needless to say, No-Mad’s brand new store is in absolute sync with the brand’s understated yet confident persona. For the uninitiated, No-Mad is a lifestyle brand that finds inspiration as it wanders through various geographies across the length and breadth of India and beyond, creating products inspired from street life and culture. Over the years, the brand has come into its own with a voice that reflects wisdom, minimalism and authenticity. The new flagship store is an attempt to showcase products and stories that capture these evolving values of the brand. The new No-Mad store creates an absolutely meditative environment. The setting is intimate, the décor minimalistic and all the elements reflect an air of rooted luxury. Put together imaginatively, each corner of the store showcases a personal aesthetic covering a wide variety of home textiles, furniture and decor accessories. Designed in-house and skilfully brought to life by artisans across India, No-Mad’s line of products are truly global in appeal. As it turns ten, No-Mad wants to push the boundaries of in-store retail experiences. Elaborating on the concept, Anuj Kothari, Founder of No-Mad, said, ‘We are looking at offering a far more immersive experience to the customer. Besides browsing and shopping, we want to interact and engage with our customers - helping them choose, and customize products over a cup of coffee. That apart, staying true to our No-Madic philosophy, we are also looking at recreating the look of the store every few months, pointing to a unique theme centered around the home.’