Shakuntalam nestled in Delhi’s bustling DLF Mall of India, is not just a store—it’s a tribute to India’s festive clothing and heritage. Designed by Punam Kalra, Creative Director of I’m the Centre for Applied Arts, the store’s design is centered around a philosophy that honors tradition while embracing innovation. The interiors are a thoughtful exploration of wood’s versatility with an emphasis on handcrafted elegance and artisanal touches. “Elegant, daring and unique is how we chose to create this store,” says interior designer Punam Kalra.

The dominant use of Steamed Beech wood plays a crucial role in maintaining a minimal yet regal aesthetic. This choice of wood with its soft pink undertones and delicate grains, creates a warm and inviting backdrop that allows the vibrant bridal wear to stand out.

The integration of traditional architectural motifs into the woodwork, reinterpreted in a modern style, adds a layer of storytelling to the space. “While the space embraces wood as its original self, it plays with its form and detail to draw different meanings out of it. For instance, panels of wood were carved with elements that have been taken from traditional architecture and embroidery patterns and reinterpreted into elegant patterns and installations for the store,” she says.

Kalra’s design uses wood to anchor the store’s aesthetic, highlighting the material’s natural beauty. The exposed wooden ceiling beams bring structural depth and a cozy feel, while custom installations crafted from wood celebrate artisanal craftsmanship. According to Kalra, “Wood brings a rare combination of warmth and grandeur into a space. We wanted every detail to reflect the authenticity of the material, from its unpolished textures to its organic grains.”

The interplay of wood and metal accents—with sleek gold finishes—complements the natural tones, enhancing the feeling of luxury without overpowering the understated elegance of the space. This harmony extends to the selection of other materials like rattan cane and glass which gracefully support the wooden features rather than competing with them. “We chose to keep finishes minimal, celebrating the inherent textures and hues of wood,” she explains.

Despite its natural appeal, wood requires meticulous care. As Kalra notes, maintaining a wood-based design involves attention to seasonal shifts and consistent cleaning to preserve its character. Protective finishes were kept to a minimum, allowing the beauty of the raw material to shine through, while ensuring durability.

The final result is a space that feels timeless —a perfect environment for showcasing Indian festive wear in all its glory.