The Pure Concept for Asian Paints, NILAYA
At The Pure Concept Home and Design Studio, we share a genuine love for textile artistry. One of the most exciting ways in which we’ve done this recently, is through a special collaboration with Nilaya by Asian Paints.
Presenting ‘Yukta,’ ‘Purity,’ and ‘Concept Essentials,’ each curation celebrating its distinctive – and stunning! – aesthetic identity through fabrics for upholstery, curtain drapery and sheers, and soft furnishings.
Old-World Decadence, New-Age Panache
‘Yukta’ breathes fresh life into 19th and 20th century-inspired vintage motifs, bold stripes, strong textures, and dainty geometrics. Elegant paisleys are transformed into elaborate embroideries, sitting perfectly alongside traditional silky jacquards.
The highlight is a lavishly embroidered French Indienne design, inspired by traditional Indian textiles, which has been coated on top for an aged antique effect. Extravagant velvet prints additionally showcase the charms of a worn vintage feel, but they’re refreshed here and there with a surprise modern tie-dye twist. Historical artwork inspirations and classic-contemporary textural juxtapositions blur their boundaries. A palette of royal blues, rich boysenberries, sumptuous plums, earthy greens, cognac yellows and fresh pinks give a regal backdrop to this dynamic design language.
‘White Noise’
With ‘Purity,’ our Founder Chanya Kaur has harnessed ‘au naturel’ inspirations in a colour palette of warm whites, chic charcoals, light beiges and soft browns. The idea is to create a calm, airy, environment. Classic stripes, fine textures and fluid sheers of this collection can be effortlessly styled with any heavily detailed or intricate embroideries, graceful jacquards and smart prints.
Bare Brilliance with Concept Essentials III Thomas
Few fabrics hold their own with subtle strength and unpretentious sophistication like linen, and for this collection, we’ve used India-sourced, 100% linen material. The main focus was to create a strong, high-quality fabric, but multiple yarn construction processes have gently uplifted the linen’s plainness with even-textured refinement. Soft whites and naturals, dusty pinks and saffron yellows, earthy greens, bold plums, and deep blues are symbolic of Nature’s moods in varying intensities, thus supporting the appeal in linen’s organic, natural rawness.
‘Breathable’ Luxury with Concept Essentials V Katan
Fabrics are thoughtful, long-term investments, but it’s great to infuse personal collections with a buoyant update from time to time. The Concept Essentials V Katan Plain is ideal for curtains and cushions when you want to make a quick refreshment. Made with 100% Belgian linen, it features the use of special processes to achieve an attractive three-tone effect, and an enhanced bounce in the fabric’s fall and finish. The end result is a delightfully soft fabric that inspires delight and relaxation. Vibrant, yet earthy oranges can be offset by elegant naturals, or soft pastels. Vivid reds flow into rich purples, while ocean blues and organic greens are ideal for those who lean towards a ‘Zen Den’ aesthetic.
The entire Pure Concept Home for Nilaya by Asian Paints curation is available at our flagship store in Kala Ghoda.
However, in adherence with recent regulations for Maharashtra, and prioritising everyone’s safety and well-being, the store will remain closed until 30th April. Our team is available to discuss all orders and general queries during this period over the phone and on email. Please note the details for the same below:
Phone: +91 7208 878394
Email: [email protected]
(Mon – Sat; 10AM – 7 PM)
