Bengaluru, November 4, 2025:
Flurys, the legendary tearoom and patisserie established in 1927, is stepping into a new era that celebrates its rich heritage through a contemporary creative lens. A part of Apeejay Surrendra Park Hotels Limited, the brand has announced a unique collaboration with Srishti Gupta Roy, a renowned maximalist illustrator and fashion designer known for her vibrant and experimental style.
Heritage Meets Modern Design
This initiative introduces limited-edition food and beverage offerings, lifestyle merchandise, and immersive in-store experiences aimed at engaging younger audiences while preserving the brand’s timeless charm. The menu features six specially crafted cookies and a signature cake adorned with edible prints of Srishti’s illustrations, blending culinary craftsmanship with visual art.
The Modern Flurys Collection
The collaboration also unveils a lively merchandise line including tote bags, T-shirts, caps, coffee flasks, and postcards. Each piece reflects Flurys’ nostalgic essence reimagined through a youthful, bold perspective. Inspired by retro elements such as digicams and flip phones, the designs celebrate how vintage icons continue to influence today’s digital culture.
An Interactive Brand Experience
Adding to the excitement, the Flurys Experience features a photo booth, wheel of fortune, and creative table mats, designed to spark engagement and conversation within its iconic tearoom setting.
Honouring Legacy, Embracing New Energy
“Flurys has been a cherished name for generations, and this collaboration is about honouring that legacy while embracing a new, youthful energy,” said Rajesh Singh, National Head – Operations and Development, Flurys. “Our new collection and design language reflect a playful evolution, connecting deeply with how today’s audiences experience creativity and culture.”
A Full-Circle Moment
Sharing her excitement, Srishti Gupta Roy said, “Growing up in Kolkata, Flurys has been a sweet part of my childhood. This feels like a full-circle moment. The brief encouraged disruption in the spirit of Gen Z, while staying true to the brand’s soul. We even moved beyond the signature Flurys pink to surprise the audience.”
With this collaboration, Flurys redefines its legacy for a new generation, proving that tradition and modernity can beautifully coexist.
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