Godrej Interio’s stores had one big underlying issue: the store didn’t communicate anything about the products without a salesperson standing there.

In 2025, as Godrej Interio went through a brand repositioning, this problem became more urgent. Storytelling now had to work at multiple levels. The flagship store at Vikhroli West was the proof of concept. If it worked here, it would scale to 100 company-owned stores across the country.

The brief sat at the unusual intersection of understanding furniture, interior design, retail communication & fixtures, editorial writing and visual production – too many disciplines for any single specialist to own cleanly. That’s where we came in.

The wall art problem

Furniture stores have an innate spatial challenge i.e. the furniture sits on the floor; the walls are large and blank. Fill them wrong and they compete with what’s on display. Fill them generically and the store feels unimpressive. And since furniture rotates monthly, art that worked with one set clashed with the next.

The client came to the briefing with “Bauhaus” as a concept. We found our answer in Charles Correa.

We built 3D models of three of his institutional buildings, abstracted them into minimal architectural vignettes, and mapped colours to work across Interio’s full furniture palette.

The system: A collection of 60 pieces: 20 each in three sizes (8×8”, 18×18”, and 24×24”), designed to work across every store format, shoot, and trade show without needing to be rethought each time.

The navigation problem

The older store experience depended entirely on sales staff. We built a three-level communication architecture instead: broad range concepts (L1s), hero product stories (L2s), specific feature callouts (L3s). A consumer can now walk through the store, browse freely, and discover products on their own terms without a salesperson.

In Store Comms

The Curated Looks

The flagship also had thematic spaces where Interio products were staged alongside craft and design collaborations with artists and other brands. We treated them like installations — named them Breathe, Flow, and Savour — and created dedicated literature for each: text, photographs, collaborator information, and product renders in a takeaway leaflet.

The kind you pick up at a gallery, unexpected at a furniture store.

Curated Looks

Today

The wall art series and communication architecture are now scaling across 100 company-owned Interio stores nationwide.

Role: Brand Communications, Retail Communication Design, Copywriting, Art Direction

Ongoing since 2025