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

Over a decade in the past, Dhan Mill compound, a former warehouse in New Delhi’s Chattarpur, reopened to the general public as a luxurious retail hotspot. Now house to over 65 boutiques, the style vacation spot’s newest entrant is attire label Studio Medium’s debut bodily retailer. Helmed by designers Riddhi Jain and Dhruv Satija, the model’s first bodily retailer is geared toward 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 shop is envisioned as an area the place individuals can interact with their textiles firsthand.

Dhruv explains that their fascination “with the tools and processes that create textiles” guided the fabric selections for the shop. “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 retailer’s design has an industrial undercurrent operating via. With India being the second-largest metal producer globally, utilizing the fabric felt like a nod to the nation’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, including that their ongoing work with pre-consumer thread waste has additionally been built-in all through the area by approach of wall panels, frames, and fabric. “Objects and sculptures made from this material are featured on the mezzanine,” he says.

Chennai-based structure agency WHITEEDGE labored on the shop’s interiors 
| Photo Credit:
Special Arrangement

Another recurring aspect within the retailer’s design is the circle — a kind the duo consistently interpret of 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 within the venture was with Chennai-based structure agency WHITEDGE, who had been “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 shop is designed to make sure the attire and merchandise take centre stage, with the structure performing 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 venture that took 5 months to finish. 

A smooth, folded metal staircase connects the degrees, holding that industrial really feel whereas feeling gentle and open
| Photo Credit:
Special Arrangement

Since the Dhan Mill compound was as soon as 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, including that each one the stainless-steel show 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 caught to metal and Kota stone as the principle supplies. “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.

The retailer’s design has an industrial undercurrent operating via
| Photo Credit:
Special Arrangement

Elaborating on the interactive and “subtle, fun touches” within the studio, Gaurav says these come within the type of polka-dot-shaped white marble inlays which have been embedded within the Kota stone flooring to mark particular areas, like outdoors the trial rooms or close to specific 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 carefully with artisans throughout India, the collaborations prolonged in placing collectively the shop as nicely. “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 retailer can also be house to a window show that doubles up as an inventive 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.