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JJ Valaya unveils an experiential store

The World of Valaya brings together the brand’s fashion and luxury interiors offerings in New Delhi

April 12, 2022: Indian designer JJ Valaya has launched ‘The World of Valaya’ – a flagship experience by the designer, housed at the JW Marriott Hotel in Aerocity, New Delhi. The 12,000 square feet, two-story concept features the designer’s three primary loves under one roof — Fashion, Home, and Photography.

The World of Valaya Aerocity New Delhi
 
Designed by Valaya Home, the multidisciplinary space stays true to quintessential Valaya sensibilities. Every product at the store has been designed, developed, or curated by the master couturier, reflecting the synergy of modern, maximal, and multi-cultural elements.
 
The ground level showcases the all-new bridge-to-luxury Valaya brand — JJV (which debuts with an eco-conscious collection made from TENCEL LUXE); a line of consciously made fashion jewellery; JJ Valaya’s books on photography; fashion accessories such as pocket squares, cufflinks, scarves, and belts; and a selection of Valaya Home furniture.

The World of Valaya Aerocity New Delhi
 
An Art Deco-inspired staircase leads to the capacious lower level, where you will find yourself standing under a grand chandelier in the resplendent Jamawar Gallery, featuring walls fabricated using original antique jamawar shawls and Art Deco inlay flooring.
 
This leads to the central artery of the space — the grand passage in black and white with a signature chevron ceiling illuminated by a series of pendant lights.

The World of Valaya Aerocity New Delhi
 
To the left of the central passage lies the fashion section housing women’s wear and menswear collections, a couture museum showcasing single-edition masterpieces, a precious jewellery showcase, and the private lounge for bespoke consultations, Le Salon du Musée. Here one will find the legendary Valaya embroideries for women and men besides a showcase of the Fabled Alika Jacket, The Shifting Leaves Chevron Line as well as a line of Jhalamand House shirts. The JJ VALAYA line of precious jewellery  has been crafted in association with Jagdish Jewellers Chandigarh.
 
To the right of the alley, a black arched entrance with signature Valaya wall tapestries brings you to the central Altar Lobby of the Home section where you can meander through five seamlessly interconnected zones — the living room, the bar with its dedicated lounge, the dining room, and the bedroom — for a complete Valaya Home experience. The spaces showcase the all-new line of Valaya fine furniture, lush carpets, lighting solutions, and fine art. 

The World of Valaya Aerocity New Delhi
 
In addition, rare vintage finds handpicked by the designer himself, sourced from the Far East, Turkey, the Orient, and the interiors of India, as well as the complete oeuvre of the designer’s art photography can be discovered in this section.
 
“The Valaya brand has always been known for larger-than-life experiences. It has a history of doing things that have been ahead of its time, large, industry-firsts, and very special. In 2022, as we get ready to celebrate 30 years of being in fashion, I am very confident that the World of Valaya, too, will herald and celebrate a new chapter for luxury in India,” says Mr. Valaya

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