The visual merchandising and interior design at the first-of-its-kind Her Story flagship cohesively supports the idea of the modern woman perspective, which forms the foundation of the brand. The boutique has been designed as a ‘Gallery of Moods’, conceptualised by French architecture and design studio RDAI. The layout captures the experience of going through the pages of a book – new ideas and emotions of the modern woman unfold through a succession of curved alcoves with different finishes. 

Brand Director Sitanshi Talati-Parikh shares, “Ideas that drive the spirit of the maison can be seen in the design and character of the space through art, etched into decor elements, and expressed evocatively through the visual merchandising that tell the story of each collection. The recognition that Her Story is seeing across varied creative touchpoints is a testimony to the power of authentic storytelling. We hope that anyone experiencing the brand sees a reflection of themselves in those ideas.” 

Designed in-house over 8 months, the artistic window displays incorporate a mix of materials but are largely crafted in FSC-certified paper. For instance, for the Limitless collection that is inspired by bold ambition, skyscrapers were created in a perspective view where it almost feels like one is looking up at them. And the idea of free-spiritedness in the Born to Fly collection is expressed through unfettered wings of a bird in flight – which were handmade by meticulously sticking each feather made with cotton paper. The busts used for jewellery display are also unconventional. The forms are specially redesigned to be sculptural, while the magnetic interchangeable tops of the props allow for an easy change of jewels. 

Some of the displays feature custom props and innovative engineering to showcase the versatility of the jewels. One motion prop shows how a single earring can be worn in two different ways while another moves in a way that shows how a ring can be transformed into a pendant. For the Poetry in Motion collection, the metaphor of the ghungroo is expressed through the shape of the props as well as through their movement – which expresses a sense of playful rhythm. 

Finally, the facade windows – featuring paper art in combination with other materials – showcase all Her Story collections together in a cohesive visual story. Miniature paper figurines were incorporated into the piece to create intrigue and represent different ideas and personalities, from the idea of rootedness to those of balance, empathy, and passion. 

All the winning displays can be explored at the maison’s flagship in Kala Ghoda, Mumbai.