Le Mill’s pop-up store in Delhi

After completing a year in Mumbai, concept store, Le Mill that offers everything from designer

clothes and jewelry to furniture and kids’ wear has now ventured into New Delhi as a pop-store. It has opened at One Style Mile, the popular hangout for the capital’s fashionistas next to Olive Bar & Kitchen and designer-wear store Kimaya.

Spread over 6,000 sq. ft. the five-day pop-up store which opened recently is much smaller than Le Mill’s 15,000 sq. ft. space spread over several floors of a rice mill in Wadi Bunder, in Mumbai. But has a spread of fashion brands, including accessories and some furniture. Conceptualized by Cecilia Morelli Parikh, Julie Leymarie and Aurélie de Limelette, Le Mill is trying to reach out to the Delhi consumer and introduce Le Mill. Parikh says they have had a lot of requests from Delhi-based customers who shopped at Le Mill, to come to their city.

Situated at House of Sunrydge, One Style Mile in Mehrauli, the Le Mill Pop Up store has the latest collection from designers Shourouk, Alexander Wang, The Row, Isabel Marant, Peter Pilotto, Tom Binns, kids’ wear from Les Petit Lucas, Masks and home accessories and furniture form Atelier Du VIN and Marianne Guidine to name a few.

‘Pop-up’ stores are temporary stores that marketers set up to reach out to consumers. Durable goods and cosmetics brands, especially, use such pop-up stores during the festive season. In the West, in the last decade, pop-up stores have become a rage among boutique retailers of fashion and lifestyle goods to create a buzz among shoppers.