Sonam and Abhay Deol at the launch of Pure Concept
Saturday, June 30th, 2012 2:58 pm
Tags:Abhay Deol, Ad singh, Anita Dongre, Ashish Raheja, Ashmit Patel, Chanya Kaur, Dalbir Singh, Devita Saraf, Esha Gupta, Fahad Samar, Feroze Gujral, Isha Koppikar, Isha Sharvani, Jiah Khan, JJ Valaya, Lata Patel, Mandira Bedi, Masaba Gupta, Nachiket Barve, Narendra Kumar, Natalia Kaur, Neeta & Nishka Lulla, Nisha Jamvwal, Pia Trivedi, Poorna Jagannathan, Pralhad Kakkar, Pria Kataria Puri, Rashmi Uday Singh, Shaheen Abbas, Shazahn Padamsee, Simone Singh, Sonam Kapoor, Timmy Narang
Introducing The Pure Concept: Luxury home décor & furnishing brand. 29th June 2012, Mumbai: Redefining luxury in the home furnishing space in India, design entrepreneurs Dalbir Singh & Chanya Kaur today launched The Pure Concept, a luxury home décor & furnishing brand that would revolutionize the concept of home furnishing in India by setting new design benchmarks. The launch, in association with HELLO magazine, witnessed the unveiling of The Pure Concept 2012 collection at The Mehboob Studios in presence of actors Sonam Kapoor & Abhay Deol.
Among those who came by to congratulate Dalbir Singh and Chanya Kaur on this exciting milestone were Timmy Narang, Isha Koppikar, Jiah Khan, Shazahn Padamsee, Esha Gupta, Ashmit Patel, Poorna Jagannathan, Pralhad Kakkar, Feroze Gujral, Isha Sharvani, Ashish Raheja, Natalia Kaur , JJ Valaya, Lata Patel, Anita Dongre, Mandira Bedi, Masaba Gupta, Shaheen Abbas, Nachiket Barve, Narendra Kumar, Neeta & Nishka Lulla, Nisha Jamvwal, Pia Trivedi, Pria Kataria Puri, Rashmi Uday Singh, Devita Saraf, Shazahn Padamsee, Simone Singh, Fahad Samar, AD Singh amongst others
Embodying style and luxury, for the launch of The Pure Concept, the Mehboob Studio was converted into a veritable treasure-trove of never-seen-before, fine fabrics. Ten beautiful installations done with fabrics from The Pure Concept 2012 collection created stunning imagery of key home furnishing trends for 2012. The wine & hors d’oeuvres evening with sufi music renditions by Hari & Sukhmani & Rope Manthyam performance stirred the perfect ambience.
Says Dalbir Singh, CEO, The Pure Concept, “The Pure Concept is a creative statement that seeks to bring to the discerning customer the signature looks from across the world, season after season, and provides form to an aesthetic experience they seek to bring alive in their homes”.
At the heart of the The Pure Concept experience is a deep passion for style and design. The Pure Concept 2012 collection, divided in two segments, is inspired by the ancient Japanese concept Wabi-Sabi and offers a unique bouquet of multi-use fabrics that reflect a diverse range of weaves, embroideries, prints and wall coverings. Crafted to the very last detail, the stylised motifs, fresh colours and elegant fabrics redefine the art of pure living while simultaneously epitomising it.
To ensure excellent designs and highest quality of fabrics, everything is being done in house. The design team at The Pure Concept comprise of a team of Indian & European designers who brainstorm to come up with exclusive designs and are involved in conceptualizing, styling, manufacturing to finished product. The design team along with co-founder Chanya Kaur are regular to International design shows and home textile fairs to stay tuned on new trends.
The Pure Concept 2012 collection will be available through leading home furnishing stores in Delhi, Mumbai and other cities.