Flagship boutique Zwaan inspires Delhi with elaborate store design

An oasis of calm has been created in the middle of the hectic heart of Delhi. The new flagship boutique of the Zwaan fashion label celebrates not only fashion, but also femininity in all its diversity. The focus is on a harmoniously designed store that celebrates self-expression and self-love. This visionary project, designed by interior designer Eshita Marwah, offers far more than just a retail space – it is a refuge for women who want to celebrate their inner and outer beauty.

In less than 50 square metres, Eshita Marwah, founder of interior design studio by e and co. (previously /e), has succeeded in creating a powerful design concept that reflects Zwaan's identity. The client, Tanvi Sawlani, founder of the fashion label, wanted to create a calm and peaceful space – a place that inspires her every day. The Zwaan brand, which stands for elegance and grace, is aimed at urban women who are ambitious and independent.

Even the façade of the boutique is eye-catching. Earthy tones dominate the exterior appearance, with soft beige nuances meeting warm terracotta accents. Large windows give passers-by a first impression of what awaits them inside: a harmonious space decorated in simple colours and natural materials. “Customers often come into the shop because it looks so inviting from the outside,” says Eshita Marwah. “That's exactly what we wanted to achieve – a calming, peaceful atmosphere that contrasts with the hustle and bustle outside in the city.”

When you enter the store, you are greeted by a seamless unity of colours and shapes. The terrazzo floor merges with the beige-coloured walls, which gently stretch up to the rounded ceiling. It is a room that radiates calm and at the same time makes a strong design statement.

But the real sophistication lies in the detail - especially in the hidden storage solutions, which may seem inconspicuous at first glance, but reveal the design philosophy on closer inspection. These storage elements pay homage to female body shapes.

“I wanted to show how diverse and beautiful the female body is – in all its shapes and sizes,” explains Eshita Marwah. “That's why I started with a sketch of different body shapes and designed the storage elements around them. It's very abstract, unless you know the story behind it.”

The boutique has a special focus on craftsmanship. Eshita Marwah is known for bringing her love of Indian craftsmanship to her projects – and the Zwaan store is no exception. “All the elements were made by hand,” she emphasises. The clothes racks, the desk, the sideboard, the mirrors – every detail was designed by her team at /e and then realised by Indian artisans. The materials are as organic as the shapes: Terrazzo, brass, wood, stone and concrete – a play of textures that enlivens the minimalist space.

Eshita Marwah is particularly proud of the clothes racks. According to the interior designer, it was not easy to achieve the desired stability while maintaining an elegant, minimalist form. The brass rods in the changing rooms also fit so seamlessly into the space that you could be forgiven for thinking they were part of the architecture from the very beginning.

The minimalist approach with the earthy tones allows Zwaan's designs to shine all the more. “We wanted to keep the store very earthy and minimalist so that the clothes take centre stage and are highlighted against the soft, seamless background,” says Eshita Marwah. She emphasises how important it was to give the store an organic feel to make customers feel like they are stepping into a peaceful oasis.

The new Zwaan boutique is a space where women have the opportunity to celebrate their femininity in all its facets – whether through fashion or design. And just like the brand itself, this space speaks to those women who know that true beauty lies in the diversity of the natural.