At Filter in Mumbai
by Sameer Kulavoor
12 March 2012
Filter, shop 3, 43 VB Gandhi Marg, next to the Synagogue, Fort, Mumbai. Call (+91) 22-22887070. Email firstname.lastname@example.org or visit the Website for more information.
If you are looking to shop for something trendy and fun that goes beyond the Indian kitsch then head straight to Filter, the new design store at Kalaghoda, brainchild of the Alok Nanda and Company (ANC) team.
The store is designed more like an art gallery than a shop and the same approach reflects in their sense of curation. What makes Filter unique is their tasteful selection of merchandise, with a conscious, intelligent decision to exclude any kind of fake Indian-ness from their display.
From the India Stretchable Time wristwatch (which we want, in case you were wondering) to the chocolate of Indian inspiration, to other quirky designs including t-shirts, notebooks and postcards, Filter is full of fun things you will love to have.
The shop manages to bring together exclusive limited edition photographic and illustrative prints, furniture design, limited edition zines and fine handmade eyewear without resulting in chaos. In addition, Filter also stocks beautifully crafted stationery products, tees and tourist maps, designed by Alok Nanda and Company's four in-house brands: Filter, Literarian, Egg and The South Bombay Company.
Now, there's only one thing you can do and it's to get there before everyone else does.