Ensemble Ushers in a New Era
Realised by Sona Reddy, fashion brand Ensemble’s new concept store in Hyderabad’s trendy Banjara Hills celebrates contemporary Indian design rooted in heritage
Since the 1980s, Ensemble has showcased cutting-edge fashion with a Made in India label. From its first boutique in Mumbai’s historic Great Western Building until today, Ensemble has brought pieces from contemporary Indian brands and emerging local designers to the wardrobes of sharp dressers everywhere.
To mark its 35th anniversary, Ensemble commissioned Hyderabad-based designer Sona Reddy to design its latest concept store, the brand’s first in Hyderabad. Located on a busy thoroughfare in the upmarket Banjara Hills, the newly opened boutique is a celebration of Indian design that is both ultramodern and an homage to its rich heritage. For Reddy, integrating elements of traditional local craft was fundamental in creating an emotional experience for each customer who walks into the store. ‘When we see something that we recognise, it resonates with us,’ she says. ‘That’s why I always integrate features, textures and techniques from the past into my work, because when people see it, they recognise it and instantly feel comfortable around it.’
From the outset, the sweeping ceilings covered in a pale pink lime plaster and the Art Deco Murano chandeliers evoke a sense of ease. Throughout the space, Reddy references the local: from the marble stools cut from construction waste sourced from nearby Banswara to the glass vases found in the city’s old pharmacies, elements have been meticulously placed together to create a welcoming space that reflects Ensemble’s values.
The clothing rails are fashioned from old plumbing tubes, while minimalist planters dotted over the store’s three-storeys bring nature indoors. As in all her projects, a conscious, sustainable approach was key for Reddy, who placed furniture made from reclaimed wood against a backdrop of greys and indigo. ‘Natural indigo was rubbed into the wood using an age-old technique, using pigment from Uttarakhand, creating a subtle palette that offsets the clothes while adding an element of sustainability,’ she says.
Brass accents gleam in the natural light, highlighting the various areas of the retail space. Each section — women’s contemporary, menswear, textile and bridal — has a distinct energy that still blends effortlessly with the others, unifying the boutique into an experience that references and builds upon the vision first created by Bijoy Jain in Ensemble’s existing stores. Here, Reddy has shaped a new facet of Ensemble’s vision, ushering its clientele into a new era for the brand.
Text / Rossella E Frigerio
Images / Pankaj Anand
