Assouline opens its first Indian flagship store in New Delhi with a curated luxury library experience

In 1994, Prosper and Martine Assouline stumbled upon La Colombe d’Or, a charming hotel nestled in the South of France. Enchanted by its warmth and history, the couple decided to photograph it and publish a book detailing its history and romance — a gesture that sparked a global publishing empire. What began as a passion project soon evolved into a philosophy — books ought to be treated not merely as reading material, but as tangible luxury objects and cultural heirlooms.

Fast forward to today, and the brand has made its official grand entry into India with its first flagship boutique at The Chanakya in New Delhi. Stepping past its signature red façade and gold doors is akin to stepping into a collector’s private library.

“India has always been a source of inspiration for us. It is a country of extraordinary culture and craftsmanship, and it has a long tradition of storytelling, which is what we do,” says Alex Assouline, president of the brand. “Today it is also one of the most dynamic and fastest-growing markets in the world, with an ever-widening circle of connoisseurs who travel, collect, and care deeply about design and beauty. Opening here felt natural,” he adds.

Inside the intimate 1,000-square-foot space, the craftsmanship is immediately evident. These are handmade volumes, some requiring up to 1,000 hours of painstaking labour, research, and bespoke binding. Rather than pushing simple paper backs, Assouline experiments with rich materials, including cotton-infused linen, leather, high-quality polymers, and hand-carved wood. A volume on wine and whiskey, for instance, arrives encased in a wooden cask cover inspired by aging barrels, while titles dedicated to sports like basketball and rugby are bound in rich, textured leather.

Among the boutique’s showstoppers is a rare volume on Italian sculptor John Chamberlain, priced at ₹3,60,000. It is a true collector’s piece, with only 200 worldwide copies. It is finished in material reminiscent of the artist’s original sculptural work. Adjacent to it sit titles dedicated to luxury stalwarts like Cartier, Rolex, and Patek Philippe, alongside their famed Ultimate Collection.

For everyday culture lovers, the visually arresting Travel Series remains a massive hit. Featuring vibrant, pop-art covers celebrating global destinations, including Rajasthan and Jaipur, the collection captures the spirit of wandering. To deepen the experience, Assouline pairs these volumes with destination-inspired candles designed to evoke the sensory atmosphere of each city.

“We want people to think of Assouline as a true luxury brand on culture,” Alex shares, and adds, “We are not only a publisher; we create objects that tell stories about travel, fashion, art, design, and the art of living. When someone steps into the boutique, we want them to feel as if they have entered a private library inside a beautiful home.” The brand works with some of the most respected brands, artists, photographers, writers and designers in the world. At the boutique, guests can turn the pages of their oversized volumes, discover a curated selection, and build a library that reflects who they are.

While India has long viewed luxury gifting through the lens of fine china, crystal, or silverware, Assouline is subtly shifting the paradigm toward intellectual design and home decor. Alex promises that there is more to come. “We are very excited about India, and New Delhi is an important step in our international journey. Our priority now is to make this boutique a true destination and to build a relationship with our clients here. India is a vast country with many extraordinary cities, so we will keep listening and exploring, and we look forward to sharing more when the time is right,” he signs off.