The retail experience is undergoing a transformation with extravagant stores, special events and the emergence of a high street.

Christian Louboutin Store, Mumbai

Last week, JJ Valaya, India’s answer to Roberto Cavalli’s flamboyance and elan, opened a sprawling store, spread over a few thousand square feet in New Delhi. The store called The House of the Traveler, a home accessories haven, will stock some of the best luxury design brands from across the world besides Valaya’s own collection.

The luxury store redefines how we will shop in the near future. Over the last few years, how we experience luxury has undergone a sea change. From various in-store activities that aim at introducing consumers to the cultural inclinations of the brand to art and music soirees, personalised services and exhibitions of archival pieces of the brand, brands have wooed consumers with ardent fervour. Two years ago, Gucci flew in artisans from Italy to show Mumbaikars how they handcraft those exclusive bags. Among those who attended were director Karan Johar.

Christian Louboutin Store, Mumbai

The Italian brand Diesel has hosted several events like ‘Diesel + Art’ and ‘Diesel + Music’ at its store in Mumbai. Some Diesel stores also have a VIP room for their distinguished customers to shop in private. And they often send a Mini Cooper to pick up the customer.

At Kitsch, TSG International’s multi-brand stores which stocks designers like Saint Laurent Paris, Diane von Furstenberg, Celine, Halston Heritage, Alexander McQueen and Rag & Bone, Priya and Charu Sachdev, the two sisters who run the company, host exclusive in-store previews. They can also pre-book some of the items.

Home of the Traveler by JJ Valaya

Besides, luxury malls like DLF Emporio in Delhi and Palladium in Mumbai, which are home to a majority of the stores of international luxury brands and Indian designers, hosts special events like Vogue Fashion Night Out to draw in the crowds.

India is also seeing the emergence of a High Street, with Ballard Pier in Mumbai. This beautiful colonial neighbourhood now hosts India’s biggest Starbucks outlet, besides the lovely Christian Dior store next door. Very close by, at Kala Ghoda, are the Kitsch store and Sabyasachi Mukherjee’s Mumbai outpost. Coming up, they say, are a host of other brands looking at opening up stand-alone store. Chennai also has its version of high street at the Khadder Nawaz Khan road, where coffee shops and spas view for attention with stores of brands like Jimmy Choo and Louis Vuitton.

Home of the Traveler by JJ Valaya

The retail revolution has just begun.