In 2024, as Godrej Interio repositioned itself from an almirah brand to a lifestyle brand for modern Indian homes, the stores had to change too in how they communicated. 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 furniture, interior design, retail communication, editorial writing, visual production — too many disciplines for any single specialist to own. So, why not.

The wall art problem

Furniture stores have an innate spatial challenge — the furniture sits on the floor; the walls are empty. 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 given Godrej’s modernist design history going back to the 1930s. We found India’s answer to Bauhaus in the work of Charles Correa. To us, Correa represented what Bauhaus looks like when it’s rooted in India’s people, traditions, and environments. 

We built 3D models of three of Correa’s institutional buildings, abstracted them into minimal architectural vignettes, and remapped colours to work across Interio’s full furniture palette. The collection is 60 pieces: 20 designs each in three sizes (8×8, 18×18, and 24×24 inches), scaled to work across store formats, trade show sets, shoots, and renders. Result: wall art that feels modern, designed, warm and unmistakably Indian, and sits well alongside the products.

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.

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 of thing you pick up at a gallery, not a furniture store.

Curated Looks

Where it stands today

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

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

Timeline: Ongoing since 2024