Located in Delhi’s Dhan Mill compound, Studio Medium marks the brand’s first flagship store. Known for its hands-free saris with precisely placed armholes and vivid gradient dyes, the space was designed not simply to showcase clothing, but to embody a fuller expression of the brand’s philosophy of experimental curiosity in materials, textiles, colours, and tradition. Located near the brand’s studio, the former warehouse’s raw structure is what initially drew the founders, Riddhi Jain Satija and Dhruv Satija, to the space. Refurbished by Gaurav Kothari, founder of the Chennai-based architecture studio Whitedge, much of its original character remains intact, with exposed walls, lofty ceilings, slender columns, and mottled flooring. Throughout its design, layout, and curation, the label now brings equal focus to quieter explorations, including textile installations, upholstery, and materials crafted from pre-consumer thread waste in its store. From the very entrance, there’s a deliberate nod to steel, a material central to every Indian kitchen. The branding on the storefront is set against a brushed metallic panel, and inside, the material appears subtly and unexpectedly: in the entrance console, the finish of the clothing racks, and a window display featuring an installation of stacked vessels. One oversized ‘pateela’ rests atop a sculptural triangle on the mezzanine floor beside a softly lit table draped in dyed fabric, allowing visitors to touch and feel the textiles. Throughout the store, while steel makes sporadic yet intentional appearances, as the eye moves beyond these metallic cues, textiles begin to take centre stage, treated not just as materials but as art. Meant to initiate a dialogue with metal, these two elements together invite visitors to explore the tension between the machine-made and the handmade, the industrial and the intimate. In the window, two suspended textile sculptures evoke the form of cocoons or unfolding blossoms. The overarching focus, however, is on repurposing. Beneath the staircase, this is evident in the statement couch, Terrasan seat, upholstered with fabric made from Studio Medium’s own thread waste, a table crafted from repurposed Arashi pipe legs, and the Dune Seat, created in collaboration with Hands & Minds, which anchors the space. Tucked between objects and textiles are framed works, including a painting by Pakistani artist Laiba Tanveer, reminding visitors that this space is shaped as much by process and practice as by product. At a time when most brand interactions unfold through screens, spaces like Studio Medium remind us of the irreplaceable depth that comes from experiencing a brand physically, not only through their collections but also through various other objects and interventions that expand the brand’s world.