An exclusive interview with Atreyee Choudhury, Founder & Principal Interior Architect at De Panache
Atreyee Choudhury, a visionary in the world of interior design, serves as the Founder and Principal Interior Architect of De Panache, an esteemed firm specialising in luxury residential interiors that embody her unique design sensibilities and unwavering commitment to excellence.
With a flair for exquisite design, Atreyee Choudhury has dazzled the Bangalore interior design scene, clinching the prestigious Houzz Best of Design and Best of Service awards two years in a row, and cementing her reputation as one of the city’s most sought-after creative visionaries.
Step into the world of innovative design and unparalleled creativity as we present an exclusive interview with Ms. Atreyee Choudhury, the brilliant founder and principal interior architect at De Panache.
With a remarkable flair for transforming spaces into captivating experiences, Ms. Choudhury has carved her path in the realm of interior design. In this interview, we explore the inspirations, insights, and breakthroughs that have propelled De Panache to the forefront of the industry, under her visionary leadership.
Join us as we unravel the journey of an accomplished interior architect who has redefined the aesthetics of living through her distinctive approach and unwavering passion.
Tell us a little about yourself
Atreyee Choudhury: I am Atreyee Choudhury, a passionate interior architect based in Bangalore, with a career spanning over more than two decades. My journey in this industry has been marked by a consistent focus on aesthetics, functionality, and a deep understanding of my client’s unique styles and needs.
This has led me to work on a variety of projects, from luxurious residential spaces to sophisticated commercial environments.
I am the founder and principal interior architect of De Panache, a robust organization with a diverse team of over 50 skilled professionals.
Our state-of-the-art in-house furniture production factory and sophisticated interior design studio are located in Bangalore, specifically in the prominent neighbourhood of Koramangala.
My education played a significant role in shaping my career. I was part of the inaugural class of the VTU B.Arch program, where I had the privilege of learning from guest lecturers from some of the world’s most prestigious architecture schools.
A particularly enlightening session from the Architectural Association School (AA School) of Architecture in London ignited my passion for interior design, which has been my primary focus ever since.
Can you tell us about your journey as an interior architect and what inspired you to start De Panache?
Atreyee Choudhury: Certainly. My journey as an interior architect has been an exciting voyage of discovery and innovation. It all began during my time at VTU’s B.Arch program, which I shared before. The lecturer’s passion and expertise ignited a spark within me, leading me to make interiors my primary focus for future endeavours.
The idea for De Panache was born out of a desire to bring a unique and modern edge to interior design while making sure it is affordable for the common people. Interior Industry is notoriously famous for extravagant spending even though the value addition is not justified.
I always believed in the notion of affordable luxury which I feel is missing in India.I wanted to bring a paradigm shift in the residential interiors with “affordable luxury”. I wanted to create spaces that were not just functional, but also exclusive, visually appealing and reflective of the clients’ unique styles and needs and also affordable to middle class and upper middle class of India.
With this vision, I established De Panache in Bangalore to cater to even the young couples.I wanted luxury interior to be affordable and not a distant dream of the young emerging Indians.Luxury is synonymous to rich lifestyle.I wanted to break that perception and make luxury affordable through creative design.
Throughout my career, I’ve had the privilege of collaborating with exclusive brands from prestigious exhibitions around the world and particularly in Europe and working with a diverse range of clients, including celebrities and top executives of some of the world’s largest companies.
These experiences have not only honed my skills but also deepened my appreciation for the transformative power of design.
Starting De Panache has been one of the most rewarding decisions of my life. It has allowed me to channel my passion for interior design into creating unique dream homes that are an extension of our clients’ personas and our design styles.
As I look towards the future, I am excited about the endless possibilities that lie ahead and am committed to pushing the boundaries of residential interior design even further.
Kindly brief us about your company, its specialization, and the services that it offers
Atreyee Choudhury: De Panache, based in Bangalore, has grown from a modest three-person firm in 2010 to having a team strength of over 50 plus diverse and skilled professionals, including interior designers, architects, craftsmen, and site execution staff, who work together to bring even the most ambitious design visions to life.
Our state-of-the-art furniture production factory and sophisticated interior design studio, located in the prominent neighbourhood of Koramangala, embody our commitment to quality and innovation.
In 2020, we significantly increased our manufacturing capacity by 250% through heavy investment in German & Austrian woodworking machinery in our factory, showcasing our adaptability and resilience.
De Panache prides herself on unique design concepts and in-house quality execution while remaining responsive to the client’s diverse requirements, solutions are crafted appropriately to the needs of each client.
I am personally involved in the design of every project along with my team of designers and this makes sure all my project gets meticulous attention to detail. The unique “one window facility” for interiors enables De Panache to execute meticulously even the complex classical interiors.
Be it clean contemporary lines or the ornate victorian style of interiors, De Panache creates statement interiors with a luxurious mix of materials, colours & textures in order to create a distinct look for each project.
De Panache is a firm which believes in perfect amalgamation of luxury,budget and your dream.We use design to elevate your lifestyle.Our mission is to create a better world through the power of the design.
We offer a wide range of services, from interior designing consultancy to turnkey solutions, catering to anyone looking for a unique dream home. In conclusion, De Panache is not just a company, but a vision to transform spaces into unique expressions of style and functionality.
What sets De Panache apart from other interior design firms? What unique approach or philosophy do you bring to your projects?
Atreyee Choudhury: De Panache truly believes in quality over quantity. We are constantly innovating and discovering new materials to make sure we create something new with every project we get.
The other interior design firms I see are trying to increase their number of clients either by committing over ambitious timelines which they can’t respect or decreasing the quality of the raw materials used in the project to throw large discounts but we do not believe in doing so.
On the contrary, we feel this unsustainable practice is what pushes customers in the interior design industry to have trust issues with the interior firm. Our philosophy is “God is in the details” – Ludwig Mies Van der Rohe.
We specialize in creating bespoke classical designs that have timeless appeal. Our works are a manifestation of conscious thinking and precise workmanship. Every design decision is taken keeping in mind / considering aesthetics, practicality, cost, durability and environmental responsibility.
We believe in the creation of well-curated residential spaces.We have been creating bespoke European classical interiors in Bangalore since more than a decade.
How do you ensure that your designs reflect the personality and preferences of your clients while maintaining your signature style?
Atreyee Choudhury: At De Panache, we believe that the key to creating a successful design lies in understanding our clients’ personalities and preferences. We start each project with a comprehensive consultation, where we take the time to get to know our clients, understand their lifestyle, and learn about their tastes and preferences. This process allows us to create designs that truly reflect our clients’ personalities.
However, while we prioritize our clients’ preferences, we also ensure that each design carries our signature style.
We also make our clients aware of the various interior styles which have been developed over centuries.This delicate balance is achieved through a careful selection of materials, colours, and furnishings, as well as meticulous attention to detail. Our signature style is characterized by a blend of classical and modern elements, creating a timeless appeal.
We also believe in the power of collaboration and encourage our clients to be involved in the design process. This collaborative approach allows us to create spaces that are not only reflective of our client’s personalities but also carry the distinctive De Panache touch.
Sustainability and eco-friendly designs have become increasingly important in the design industry. How does De Panache incorporate sustainable practices into its projects?
Atreyee Choudhury: Sustainability and eco-friendly designs are indeed at the forefront of the design industry, and at De Panache, we wholeheartedly embrace these principles. Our commitment to sustainability is reflected in every aspect of our work, from the materials we select to the design processes we employ.
We are continuously exploring new materials and technologies that are not only high-quality and durable but also have a minimal impact on the environment.
We try to source some materials locally to reduce transportation burden on our environment.We believe in using FSC certified wood and lesser V.O.C. products for interiors.
We also use imported European materials which strictly adhere to environmental friendly manufacturing processes.
This commitment to sustainability is further reflected in our investment in German & Austrian woodworking machinery, which has allowed us to increase our manufacturing capacity while minimizing our environmental footprint.
Incorporating sustainable practices into our projects is not just about meeting industry trends. It’s our responsibility as designers to create spaces that are not only aesthetically pleasing but also respectful of the environment. At De Panache, sustainability is not just a buzzword; it’s an integral part of our design philosophy.
Trends in interior design are constantly evolving. How do you stay updated with the latest trends while ensuring that your designs have a timeless quality?
Atreyee Choudhury: In the dynamic world of interior design, staying abreast of the latest trends is crucial. At De Panache, we make it a point to continually immerse ourselves in the industry’s evolving landscape. We do this by attending prestigious exhibitions worldwide, collaborating with exclusive brands, and continually seeking inspiration from various brands from Europe.
However, while we keep an eye on the trends, we also understand the importance of creating designs with timeless quality. We believe that true design transcends trends and has a lasting appeal. That’s why, even as we incorporate contemporary elements into our designs, we also draw on classical design principles that have stood the test of time.
Our approach is to blend the old with the new, creating a unique aesthetic that is both modern and timeless. This balance allows us to create spaces that are current yet enduring, stylish yet timeless.
Staying updated with trends while ensuring timelessness in designs is indeed a delicate balancing act. But at De Panache, it’s a challenge we embrace with passion and dedication, as we continue to create Victorian and Neo Classical spaces that are timeless.
In the highly competitive interior design market, how do you maintain a strong reputation and client base for De Panache?
Atreyee Choudhury: In the competitive landscape of the interior design market, maintaining a strong reputation and client base for De Panache is a result of a multifaceted approach. At the heart of it, we place immense value on the relationships we build with our clients. We believe that understanding their unique needs and delivering on our promises is crucial to fostering lasting relationships.
Our commitment to quality and innovation also plays a significant role in maintaining our reputation. We continually invest in state-of-the-art technology and machinery, like German & Austrian woodworking machinery, which has allowed us to increase our manufacturing capacity significantly.
This commitment to quality is reflected in every aspect of our work, from the materials we choose to the final execution of the design.
We also pride ourselves on our unique approach to design. By blending modern trends with timeless design principles, we create spaces that are not only visually appealing but also functional and sustainable.
This approach has helped us build a portfolio of work that stands out in the industry and resonates with our clients.
Finally, our diverse and skilled team of professionals is a significant asset. Their expertise and dedication are instrumental in delivering high-quality designs and ensuring client satisfaction.
In conclusion, maintaining a strong reputation and client base in the competitive interior design market is a result of our commitment to quality, innovation, client relationships, and our unique approach to design.
What advice would you give to aspiring interior architects who wish to establish their own design firms or businesses?
Atreyee Choudhury: To aspiring interior architects looking to establish their own design firms, my first piece of advice would be to stay true to your unique vision and style. In a field as creative and diverse as interior design, it’s your unique perspective that will set you apart. Don’t be afraid to push boundaries and challenge the status quo.
Secondly, never underestimate the importance of continually learning and evolving and traveling. The design industry is dynamic and constantly changing. Staying abreast of the latest trends, technologies, and materials is crucial to staying relevant and delivering innovative designs.
Traveling plays a crucial role in exposing the designers to various global and also local design styles and unique materials.
Thirdly, building strong relationships with your clients is key. Understand their needs, communicate effectively, and deliver on your promises. A satisfied client not only brings repeat business but can also become a powerful advocate for your brand.
Invest in a skilled highly experienced and diverse team. The success of your firm will largely depend on the people you work with. Encourage a culture of collaboration, innovation, and continual learning.
Lastly, always prioritize quality. Whether it’s the materials you use or the final design execution, maintaining high standards of quality will help you build a strong reputation in the industry.
In conclusion, establishing your own design firm is a journey filled with challenges and rewards. Stay true to your vision, continually learn and evolve, build strong client relationships, invest in a skilled team, and always prioritize quality. These guiding principles will serve you well as you embark on this exciting journey.
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