Dp Cult

The Pure Concept Home

The Pure Concept Home is a 360-degree Concept Store and Design Studio, built to cater to every requirement of living spaces and to lend warmth to minimalistic design. Launched in December 2020, it has swiftly garnered a reputation as a quietly confident game-changer of timeless minimalism, understated sophistication, and luxury. The brand has gained a loyal following for creative and versatile collections of furniture, fabrics, wallpaper, rugs, and ceramics, to name a few. The Pure Concept Home has a sprawling store spread across 2 floors at Kala Ghoda, in Mumbai.

With a focus on hand-crafted techniques, The Pure Concept Home continually aims to harmonize the traditional with the contemporary. Since its early inception, the brand has woven into its DNA the values of Indian craftsmanship. As an extension of this, unique regional techniques are a defining feature of the brand’s signature offerings, especially textiles.

The Pure Concept brand was co-founded by Chanya Kaur and Dalbir Singh in 2012. Its parent manufacturing company, G.M Syntex, continues to excel in the textile industry. The Pure Concept Home, with Chanya at the helm of affairs, also offers consultancy and turnkey project solutions. As an extension of this, the store is set to launch the Designer’s Table – a space for free-flowing discussions between Chanya and patrons, on concept building and ideation.
The Designer’s Table at The Pure Concept Home store is where Chanya helps clients tweak aspects of their interiors or completely turn over their spaces.

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“The details are not the details. They make the design!”

- Charles and Eames

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