Since 2016, VegNonVeg has been at the centre of India’s evolving sneaker story, one rooted in individuality, expression, and a sense of community. What began as a destination for sneakers has grown into a space where fashion, art, and music come together. Now, the brand brings that spirit to Hyderabad’s Jubilee Hills with its fifth and largest store, a three-level flagship designed for connection as much as for retail.
Hyderabad’s mix of heritage and a young creative community make it a natural home for VegNonVeg. The new store reimagines how people experience retail today – open, flexible, and built for gathering.
Interiors That Capture Signature Contrasts
Conceived as a space that’s neither just a store nor a lounge, neither gallery nor café, it’s a hybrid, subcultural environment built for how people actually gather around street culture today. Designed in collaboration with Shanghai–based AIM Architecture, the flagship captures the brand’s signature contrasts, street and refined, Indian and global, functional and expressive.
Hyderabad, a city of contrasts where old-world rhythm meets new-world speed, provides the perfect backdrop. The store interiors translate that spirit through material and flow: terracotta brick meeting steel, hand-painted plaster layered with concrete, and ikat softening the industrial edge. A sculpted stage connects the garden to the interiors, functioning as both a display and an amphitheatre. It’s more than a design feature; it’s a metaphor for what VegNonVeg has always stood for: a place to see, be seen, and belong.
Inside, a bold yet minimal retail zone sits alongside a community nook with stepped seating, a café corner, graphic storytelling walls, and a sneaker shrine that spotlights limited drops and collaborations.
“Hyderabad has always had a creative undercurrent of music, food, sneakers, and design, and it’s all connected here,” says Abhineet Singh, Co-Founder, VegNonVeg. “We wanted to build a space that feels open, real, rooted in the city’s rhythm and feel part of something bigger.”
An Experience Like No Other
Each level unfolds with purpose: the ground floor houses sneakers and the community stage; the first floor transitions into apparel, accessories, and a café terrace that encourages lingering; and the top level serves as a flexible zone for events, workshops, and creative collaborations. Set within a three-storey concrete structure with front and back garden space, the flagship opens out to the street as much as it draws the street in. Modular displays and movable furniture keep the layout fluid, adapting to drops, workshops, and pop-ups as the community needs.
Small gestures, a coffee counter in collaboration with Hyderabad-based True Black, a space for various pop-ups and activations, a wall to showcase local art, and a stage for performances. Each is a reminder that every VegNonVeg space begins and ends with community.
For Hyderabad, the store is more than a new retail destination, it’s a cultural hub for the city’s growing creative energy.
