Aarong’s journey with retail design has been a long one, evolving alongside the country’schanging market. The brand has consistently reimagined how its outlets can be more thanjust shopping spaces. Aarong started its journey from Old Dhanmondi outlet at Sobhanbag, which not there anymore. KNMR/ DWm4’s journey with Aarong started with Wari Outlet extension and renovation in 2004.
The Dhanmondi outlet reflects Aarong’s vision of blending heritage with modern-day retail needs. Designing a store of this scale was no easy task. Retail spaces demand walls for display, careful control of light, and layouts that guide customers naturally through the experience. Dhanmondi building itself, conceptualized by Synthesis Architects, posed unique challenges in both design and construction, requiring innovative approaches to merge heritage and modern retail. Aligned with Aarong’s interest in gaining global knowledge and experience, KNMR brought along Quirk and associate in a joint venture to increase the strength of the design team. Aarong’s own team has always been central to these efforts, deeply aware of what defines their products and identity.
The interior construction work was executed by Charuta Private Limited, a Dhaka-based interior decoration & general construction company, while BRAC Construction ensured seamless building management throughout the process. Together with DWm4 Intrends Ltd, KNMR Ltd, Quirk & Associates, and Aarong’s in-house creatives, the space was transformed into something far richer than an usual shopping outlet. Under the design leadership of Mahmudul Anwar Riyaad, Principal Designer and Director of DWm4 Intrends Ltd, the project embraced collaboration, craftsmanship, and storytelling to redefine what retail interiors can achieve.
To create a comfortable environment for visitors, the HVAC systems were expertly designed and implemented by Aziz Trade Engineering Ltd. (ATEL). Safety was a priority, with fire detection and protection systems installed by Mechanism Trade Engineering Ltd. (MTEL) to ensure a secure experience for all visitors. The store also leveraged advanced IP and technological solutions provided by Excel Technologies Ltd. and Optimal Pvt. Ltd., seamlessly supporting both operations and visitor engagement. It also leveraged advanced IP and technological solutions provided by Excel Technologies Ltd. and Optimal Pvt. Ltd., seamlessly supporting both operations and visitor engagement.
Among the standout features in the project is the monumental four-story installation MohaArongo: The Great Arena, envisioned by Samiul Alam Himel with Aarong’s team. Inspired by the storytelling tradition of Nakshi Kantha, the towering work uses repurposed fabrics, beads, and ornaments to depict tales of rural life, folklore, and cosmic imagination. Crafted by 250 artisans over six months, it rises through the atrium as both art and architecture, binding the building together with threads of memory and renewal.
The installation rises not just in size, but in meaning, built from old fabrics, rescued beads,and ornaments that had been forgotten. It speaks of renewal, strength, and the beauty ofstories carried through time. Every stitch tells of village life and folklore, of quiet city dreamsand starry skies, all carefully preserved in Aarong’s Nakshi Kantha archives and brought to
life again on layers of fabric. Bright orange threads guide the eye along the journey, wherepeacocks stretch their wings, trees of life reach upward, and village fairs come alive, each curve and detail holding a hidden story, inviting visitors to pause, look closely, and feel thememories and imagination woven into every piece.
Another attraction is Shawtal Gram, curated by Marufa A. Chowdhury. Paying homage to the Shawtal community, one of the oldest in Bangladesh, the mural reflects their deep bond with nature through elemental clay and fire. Shaped through the hands of nearly a hundred pottery families across Dhaka, Tangail, Manikganj, Savar, Rajshahi, Dhamrai, Patuakhali, and Shariatpur, the installation brings together a vivid collection of clayware rooted in rural life.
From pitha and bhorta to oil lamps, clay dolls, pitchers, plates, and everyday vessels, each object carries the quiet weight of sustenance, ceremony, and tradition. Threaded delicately through these earthy forms are strands of bead ornaments, catching the light like fragments of memory, glimmering reminders of a culture that continues to shine across time. Equally compelling is the semi-basement feature wall, envisioned by artist Mr. Asad and brought to life by Aarong’s in-house artisans, adding yet another layer of creativity to the flagship.
The children’s floor comes alive with Fantasy Forest, an enchanting world envisioned by artist Saidul Haque Juise. Here, a gentle woodland comes alive in calming shades of green, filled with playful creatures that spark curiosity at every turn. Rather than being just another decorative feature, the space acts as an open canvas for young minds, where design slips seamlessly into storytelling and play.
The forest is dotted with furniture and racks that double as characters, elephants, deer, and other animals, turning practical retail objects into companions of adventure. Each corner invites children to move, touch, and explore, transforming the act of shopping into an immersive game of discovery.
More than a retail corner, Fantasy Forest is an urban retreat that brings the enchantment of the outdoors inside. Though set inside a retail environment, it offers something deeper: a joyful retreat where imagination blossoms, creativity flows, and childhood wonder feels right at home.
The flagship also houses other artistic expressions: fabric walls stitched in Nakshi Kantha, chandeliers above accessory sections, and installations by renowned mask-makers. Each artist was given the freedom to experiment, resulting in a space alive with textures, stories, and colors. The warm palette of wood tones, woven patterns on the ceiling, greenery, and handcrafted details lend the interiors a welcoming yet vibrant energy. Lighting played a crucial role in highlighting each installation and guiding the visitor journey, delivered with precision by Pasha Lighting Ltd.
What makes the Dhanmondi store unique is how it merges Aarong’s diverse sub-brands under one roof, giving each its own identity while staying true to the larger narrative Festivals often see crowds so large that entry has to be restricted for safety, proof of just how magnetic the place has become.
Aarong’s strength lies not only in its craftsmanship but also in its professionalism. Every detail of this flagship was carefully thought through, with countless meetings, trials, and revisions. In the end, the result is more than an outlet, it’s a cultural landmark. By turning retail into an immersive journey, Aarong continues to set the pace, shaping how the nation experiences craft and design.
