DesignHex conceives whimsical Papa Don’t Preach store in Delhi
Located in Delhi’s Dhan Mill compound, India, the new flagship store for fashion label Papa Don’t Preach has been designed by Shimona Bhansali of DesignHex. The project presents a spatial interpretation of the brand’s visual identity through a blend of materiality, sculptural form, and narrative-driven detailing.
The store’s facade draws inspiration from folkloric underwater landscapes, with sculpted sea creatures and organic plant forms embedded into two tonnes of hand-carved natural wood. CNC-cut elements and high-relief panels combine to create a textured, layered surface. Sage green and lavender pigments reflect daylight to produce a subtle iridescence. Completed within 60 days, the exterior sets the tone for the interior spatial sequence.
all images by Janvi Thakkar – Wabi Sabi Studios
Organic textured details define Papa Don’t Preach Flagship store
Inside, the space maintains visual continuity with the brand’s Mumbai outlet, applying a palette of soft pinks and blush tones across structural and surface elements. Studio DesignHex reinterprets existing columns as tree-like forms, their branches extending toward the ceiling in a gesture of organic support and creative growth. These sculptural components are coated in textured pink paint, contributing to both visual cohesion and material richness.
The flooring introduces variation through a patchwork of pink and white marble, punctuated by areas of micro-concrete. This combination establishes a tactile contrast while preserving the chromatic consistency of the interior. Large windows introduce natural light into the store, producing changing patterns of illumination throughout the day and enhancing the reflective and textured surfaces.
facade carved from two tonnes of natural wood evokes an underwater landscape
blurring the lines between fantasy, fashion, and architecture
Functional zoning within the store supports a smooth retail experience, integrating product display with spatial storytelling. The layout is intended to accommodate both circulation and moments of pause, aligning with the brand’s performative and narrative approach to fashion.
The store’s placement within the Dhan Mill compound aligns with the area’s evolution from industrial zone to cultural and commercial hub. DesignHex’s intervention positions the flagship as both a retail destination and a material extension of Papa Don’t Preach’s design ethos, situating fashion within an immersive, sculptural environment that balances ornamental detailing with spatial clarity.
sculpted sea creatures and organic forms reference folkloric marine imagery
CNC-cut panels create depth and layering on the textured storefront
sculptural elements serve both structural and aesthetic roles
interior palette features soft pinks and blush tones
pink and white marble floors contrast with areas of micro-concrete
tree-like columns extend to the ceiling, symbolizing organic support
textured pink paint adds material richness to structural elements
the flagship becomes a physical extension of the brand’s identity
natural light filters through large windows, animating the space
ceiling design draws from botanical metaphors of growth and expansion
display areas are integrated with narrative spatial design
the layout balances movement and moments of pause
DesignHex transforms the retail space into an immersive experience
material choices reinforce a cohesive chromatic environment
project info:
name: Papa Don’t Preach Delhi
architect: DesignHex | @design_hex
lead architect: Shimona Bhansali
location: Dhan Mill, Delhi, India
area: 2,100 sqft
photographer: Janvi Thakkar, Wabi Sabi Studios | @wabi_sabi.studios
designboom has received this project from our DIY submissions feature, where we welcome our readers to submit their own work for publication. see more project submissions from our readers here.
edited by: christina vergopoulou | designboom
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