It's posh, it's privileged and it's pulling in the punters.
This is India's brand new luxury shopping mall nestling comfortably in the heart of New Delhi and proving a big draw for India's newly wealthy.
It's imported many top brands and labels and is designed to make one feel at ease with parting with ones money.
[Swati, Mall Shopper]:
"It is exclusive, the ambience is beautiful. Even if you don't want to buy anything, this place will make you spend money, that's how this place makes you feel."
Global surveys shows India has the fastest rising number of billionaires and millionaires in the world.
And the urge to splurge - formerly repressed by Mahatma Gandhi inspired abstinence - is back.
The appetite for Dior and Gucci is growing annually.
India's wealthiest man Muesh Ambani recently gave his wife a 60 million dollar private jet for her 44th birthday.
But behind the glamour and glitz some are voicing concerns.
India still has 500 million people living on less than a dollar a day in complete poverty.
The price of one Burberry bag is more than their annual income.
Some say the divide between rich and poor can only be emphasised by the new
Social scientist Professor Satish Deshpande believes the luxury mall represents India's aspiration towards an identity it doesn't really have.
[Satish Deshpande, Sociology Professor]:
"There is a greater, more open admission of the desire to be like western cities, even though we are not. The conditions, the ground conditions are not like those of western cities. So, we are tending more and more towards a kind of "Apartheid", a kind of separation that is very sharp and sharply visible in our cities, in gated communities, space -- exclusive spaces like the malls for the rich which are policed and controlled in particular ways, as opposed to large areas left for the poor where there are comparatively speaking no facilities."
So under the gold-leaf ceilings and over the marbled mosaic floors shoppers may be dreaming they are on Fifth Avenue but in reality they are still in a city teeming with poor people.