Inside Studio Medium's Dhan Mill Flagship by Chennai's Whitedge

The Hindu

23-05-2025

Over a decade ago, Dhan Mill compound, a former warehouse in New Delhi's Chattarpur, reopened to the public as a luxury retail hotspot. Now home to over 65 boutiques, the fashion destination's latest entrant is apparel label Studio Medium's debut physical store. Helmed by designers Riddhi Jain and Dhruv Satija, the brand's first physical store is aimed at giving the 'Studio Medium ethos a tangible dimension'. Over time, the duo says they felt that the 'breadth of what we do at the studio — from textiles to collaborations — needed to be experienced with the correct context and narrative'. Therefore, the store is envisioned as a space where people can engage with their textiles firsthand.
Dhruv explains that their fascination 'with the tools and processes that create textiles' guided the material choices for the store. 'We wanted a palette that allowed the textiles and colours to take center stage. Steel is used extensively — in the facade, racks, consoles, and mirror frames — a material that deeply resonates with us. It reflects qualities we value: precision, fluidity, strength. The vessels we use for dyeing are also steel, and its reflective surface reminds us of water, a key element in resist dyeing,' he says.
The store's design has an industrial undercurrent running through. With India being the second-largest steel producer globally, using the material felt like a nod to the country's industrial prowess and future, says Dhruv. 'We also created furniture from our tools, such as a console table with old arashi pipes (a Japanese dye resist method wherein fabric is wrapped around old PVC pipes) as legs,' says the designer, adding that their ongoing work with pre-consumer thread waste has also been integrated throughout the space by way of wall panels, frames, and upholstery. 'Objects and sculptures made from this material are featured on the mezzanine,' he says.
Another recurring element in the store's design is the circle — a form the duo constantly interpret in their work. 'You'll find it subtly across the store — in racks, floor inlays, and the textile installation titled 'If Circles Could Fly'. Even the pateela, a traditional tool and motif we often return to, is a circle and has its place in the store,' says Dhruv.
A key collaboration in the project was with Chennai-based architecture firm WHITEDGE, who were 'instrumental in shaping the store's spatial experience — keeping it minimal yet tactile, and ensuring the textiles and craftsmanship remained at the heart of it'. Gaurav Kothari, Principal Architect, explains how the store is designed to ensure the apparel and products take centre stage, with the architecture acting as a backdrop. 'We used steel for the facade because the material's clean lines and neutral tone blend beautifully without stealing the spotlight. Inside, the flooring is Kota stone: simple, grounded, and very Indian. To add a touch of fun, we inlaid Indian white marble in key spots,' he says of the project that took five months to complete.
Since the Dhan Mill compound was once sheds, he retained the tall ceiling and used it to create a mezzanine. 'A sleek, folded steel staircase connects the levels, keeping that industrial feel while feeling light and open. The trial rooms have stretched fabric ceilings and soft lighting that make the clothes pop. Up on the mezzanine, we designed a minimal handrail,' says Gaurav, adding that all the stainless steel display racks are custom-made and movable, 'so the store can shift and evolve with new experiences'.
Elaborating on the sustainable angle to the design, Gaurav says he stuck to steel and Kota stone as the main materials. 'Steel is tough and recyclable, while Kota stone is low-maintenance and built to last. We also skipped things like gypsum false ceilings or plastered walls, opting for a steel ceiling to stay true to the shed's raw, honest feel. We used PVC pipes that were used in the arashi dyeing process to create furniture,' he says.
Elaborating on the interactive and 'subtle, fun touches' in the studio, Gaurav says these come in the form of polka-dot-shaped white marble inlays that have been embedded in the Kota stone floor to mark special areas, like outside the trial rooms or near particular racks. 'They're like little signposts that catch your eye and guide you through the store, adding a playful experience. The storefront window is also a mirror by the day and an art display at night,' says Gaurav.
With Dhruv and Riddhi working closely with artisans across India, the collaborations extended in putting together the store as well. 'For a few signature furniture pieces such as Terrasan (two seater bench), Levitate (a chair with an acrylic seat) and Ombra (a chair), we collaborated with Kolkata-based architect Abin Choudhary and his firm, Hands & Minds,' says Riddhi. The store is also home to a window display that doubles up as an artistic showcase. 'Every few months, we'll collaborate with an artist, designer, or create something in-house to reimagine the window — through installations, textile art, or experimental works. It's our way of keeping the space dynamic and offering something unexpected to anyone passing by,' concludes Dhruv.