In Kolkata’s upscale and historic Alipore neighbourhood, Unconventional, a multi-designer retail space finds its home inside an unassuming residential-like building. Its whitewashed exterior gives little away about the enigmatic world that is housed within. However, what asserts this concept store’s presence is its minimal yet bold disposition, marked by a sign featuring two exclamation marks. In a city like Kolkata known for its historic old-city charm, the store arrives with refreshing and disruptive energy. Beyond clothing and accessories range from some of the most prominent streetwear and brands like Almost Gods, Rkive City, Coco Leni, Gully Labs, Huemn and Prxkhxr the space is also a curated milieu of art and design. Right from a limited-edition Pocket Chair by Sudheer Rajbhar from æquō Gallery, Uzumaki Naruto portrait by Santanu Hazarika to a yellow Ploum sofa by Ligne Roset. Even the store’s decor plays its part in becoming a part of Unconventional’s ethos—with bespoke chairs, clothing hangers and centre tables designed by names including One O One Studio and Outbreak. Founded by mother-son duo Preeti and Tash Jhunjhunwala, Unconventional aims to challenge societal norms and offer a space that embodies a more progressive, globally influenced vision and highlights the city’s desire to interact with fashion and design—rather than conforming to conventional retail or cultural expectations. Like a vaulted chamber, designed by architect Raj Periwal, the store exudes an air of mystery, drawing visitors into a space where a large metallic sphere disrupts the full 360-degree view. Integrated between the ceiling and floor, the sphere serves as a guiding element, leading visitors through different setups as they navigate around it—revealing the space gradually rather than all at once. Unconventional stands alongside luxury boutiques, with landmarks like the Victoria Memorial adding to its prestige. The store’s industrial-inspired interiors—grey micro-concrete, black veneer, and metallic finishes—create a neutral backdrop, allowing the edgy and bold clothing, furniture, and artwork to command attention. At a time when fashion retail stores are evolving into immersive and storytelling hubs, beyond just selling products, Unconventional takes a step further from the status quo.