Project Name – Kalakaari Haath Retail Store

Area- 3000sqft.

Module- Hybrid Retail Studio

Semester-5


Brief- To design a retail store for an existing brand that seamlessly integrates phygital elements ,blending physical space with digital interventions to enhance customer experience and respond to the evolving culture of digital consumption.


When I first heard the brief my first reaction was – wow there are so many things this could become. After exploring different sectors of retail products, I decided to go with home furnishings, finding the perfect brand -Kalakaari Haath as the brand that I wanted to move forward with. The reason I chose this brand was because of the layered aesthetic, eclectic wallpapers, and traditional detailing that were completely new to me and I saw it as an opportunity to experiment and grow.

 

Before designing, I needed to understand retail from the inside. I did a case study the Design Nest Studio Showroom in Indore and visited stores like Nicobar, Good Earth, and Fabindia Home to experience the customer journey firsthand observing how people browse, pause, and interact with the space. And most importantly , carefully studied the Kalakaari Haath store in Hyderabad.


All this research and case studies made me a clear understanding of how retail spaces work and what actually attracts the customers.

 

I started by mapping out all the zones I envisioned for the store. Creating this list helped me structure the space and clearly define how each area would function and connect within the overall layout. That included display for certain products, Hero displays, and most importantly the Phygital Display. My idea for introducing the phygital element was to make it fun, interactive, and something people would remember the store for. The concept of a curtain maze actually goes back to 2024, when I visited FOAID in Mumbai and experienced a pavilion designed as a curtain maze. That moment stayed with me and eventually evolved into this idea .


 As you enter the maze, you see darkness  broken only by soft spotlights revealing layers of curtains. The space feels quietand mysterious. Then, as you take your first step, a subtle glow appears beneath your feet. You realise the floor is digital.With every step, the floor responds moving with you. Animated elements unfold below: a bird flying alongside you, leaves emerging and scattering, ripples of water flowing gently. The experience draws from Kalakaari Haath’s connection to nature.

Surrounded by sheer fabrics, layered textiles, and strategically placed mirrors, the maze becomes immersive and exploratory blurring the boundary between physical tactility and digital movement.


The next step was zoning the space  deciding where each function would sit and how the customer journey would unfold. As visitors enter, they’re welcomed at the Welcome Console(serves as both an orientation point and a billing station), positioned against a curved partition that gently divides the store into two parallel aisles. The journey begins along the right aisle, where a central display unit anchors the space. Moving around it, customers naturally loop back toward the entrance, where the experience continues in the curtain maze the final and most immersive zone of the store.

 

Project Name – Kalakaari Haath Retail Store

Area- 3000sqft.

Module- Hybrid Retail Studio

Semester-5


Brief- To design a retail store for an existing brand that seamlessly integrates phygital elements ,blending physical space with digital interventions to enhance customer experience and respond to the evolving culture of digital consumption.


When I first heard the brief my first reaction was – wow there are so many things this could become. After exploring different sectors of retail products, I decided to go with home furnishings, finding the perfect brand -Kalakaari Haath as the brand that I wanted to move forward with. The reason I chose this brand was because of the layered aesthetic, eclectic wallpapers, and traditional detailing that were completely new to me and I saw it as an opportunity to experiment and grow.

 

Before designing, I needed to understand retail from the inside. I did a case study the Design Nest Studio Showroom in Indore and visited stores like Nicobar, Good Earth, and Fabindia Home to experience the customer journey firsthand observing how people browse, pause, and interact with the space. And most importantly , carefully studied the Kalakaari Haath store in Hyderabad.


All this research and case studies made me a clear understanding of how retail spaces work and what actually attracts the customers.

 

I started by mapping out all the zones I envisioned for the store. Creating this list helped me structure the space and clearly define how each area would function and connect within the overall layout. That included display for certain products, Hero displays, and most importantly the Phygital Display. My idea for introducing the phygital element was to make it fun, interactive, and something people would remember the store for. The concept of a curtain maze actually goes back to 2024, when I visited FOAID in Mumbai and experienced a pavilion designed as a curtain maze. That moment stayed with me and eventually evolved into this idea .


 As you enter the maze, you see darkness  broken only by soft spotlights revealing layers of curtains. The space feels quietand mysterious. Then, as you take your first step, a subtle glow appears beneath your feet. You realise the floor is digital.With every step, the floor responds moving with you. Animated elements unfold below: a bird flying alongside you, leaves emerging and scattering, ripples of water flowing gently. The experience draws from Kalakaari Haath’s connection to nature.

Surrounded by sheer fabrics, layered textiles, and strategically placed mirrors, the maze becomes immersive and exploratory blurring the boundary between physical tactility and digital movement.


The next step was zoning the space  deciding where each function would sit and how the customer journey would unfold. As visitors enter, they’re welcomed at the Welcome Console(serves as both an orientation point and a billing station), positioned against a curved partition that gently divides the store into two parallel aisles. The journey begins along the right aisle, where a central display unit anchors the space. Moving around it, customers naturally loop back toward the entrance, where the experience continues in the curtain maze the final and most immersive zone of the store.

 

THE WELCOME CONSOLE(MAIN COUNTER)

The welcome console is Positioned against a curved feature wall which is clad in botanical wallpaper, it immediately introduces the brand’s nature-inspired identity. The console mirrors the one used in their existing store. I chose to retain it because some elements need to stay consistent they become part of the brand’s identity .The minimal clean console serves as the perfect opportunity for a background to take the centre stage. Soft task lighting gently illuminates the console. The half-brass, half-transparent pendant brings in the brass detailing seen across the store. It adds warmth, while keeping the focus on the products.

THE UPHOLSTRY DISPLAY

A calm, curated corner features two wooden chairs upholstered placed against a botanical wallpaper. Brass rods display neatly arranged, while soft lighting and a potted plant enhance the natural, intimate atmosphere. On the left wall, brass ornaments are mounted . These pieces are inspired by natural elements shaped like butterflies and leaves  adding a nature-influenced detail.

 

A calm, curated corner features two wooden chairs upholstered placed against a botanical wallpaper. Brass rods display neatly arranged, while soft lighting and a potted plant enhance the natural, intimate atmosphere. On the left wall, brass ornaments are mounted. These pieces are inspired by natural elements shaped like butterflies and leaves  adding a nature-influenced detail.

 

WALLPAPER AND CUSHION DISPLAY

Moving further into the space, two large built-in wallpaper display racks are positioned with a central display unit between them. Each rack presents full-length wallpaper panels, allowing customers to experience the scale and continuity of the designs rather than viewing them as small swatches.The display unit placed between the racks features shelves lined with multiple cushions arranged neatly together. Below the shelves, pull-out drawers provide additional storage, keeping the overall setup functional while maintaining a clean and organized appearance.

 

GRID DISPLAY

The grid display is formed using slim brass rods arranged in a clean, linear framework across the wall. The vertical and horizontal elements create a structured composition that organizes the display while maintaining visual lightness. Within this framework, wooden panels, hanginers, framed artwork, folded fabric samples, and small shelves are thoughtfully integrated. The brass adds warmth and refinement, while the wood introduces texture and depthIn front of the display, a large table with chairs is placed to create a practical discussion and review area. Customers can bring selected swatches or products from the display, spread them out on the table, compare them with site photographs, and evaluate combinations before making a decision. The table becomes a working surface rather than just a piece of furniture. 


The chairs are upholstered in the brand’s own fabrics, subtly turning seating into another display opportunity. Even the wall behind the grid features a minimal wallpaper, ensuring no surface is left as a blank canvas. Every element in the space is thoughtfully used as a display surface, reinforcing the products while maintaining a cohesive and immersive environment.

 

Carefully tucked away within the layout is the service zone housing the restroom and staff area concealed behind flush doors. This ensures that these functional spaces do not interrupt the customer flow or distract from the display areas, while still remaining easily accessible.They are subtly marked with brass sheets suspended from the ceiling, making the signage visible yet understated. The material choice ties back to the brass detailing used throughout the space, allowing even the service areas to feel integrated into the overall design language.

 

MEETING ROOM

Then comes the meeting room a more private interaction point within the store. To clearly differentiate it from the rest of the space, the room is placed on a raised platform, subtly marking it as a distinct zone.

The small wooden steps leading up to it have risers clad in wallpaper, while delicate brass inlays inspired by nature are embedded into the treads, adding a refined detail and continuing the brass language used throughout the store. All three walls of the room are clad in wallpapers. One wall is intentionally kept minimal to provide a visual pause, and it features a large painting that anchors the space. The opposite wall integrates a niche display with storage cupboards on both sides, where wallpapers are carefully selected to complement and highlight the cabinetry and drawers. The front wall houses a TV, beneath which runs a brass rod from which fabric swatches are hung turning even a functional element into a display opportunity. At the center, a burnt wood table grounds the room, surrounded by fully upholstered chairs.

MAIN DISPLAY

In the middle of the space, two large floor-to-ceiling freestanding display pillars were introduced to create an immersive curtain and wallpaper showcase. These cylindrical units are wrapped with a continuous hanging system that allows wallpapers, curtains, and sheers to move fluidly around them, offering a 360-degree viewing experience. This setup allows customers to walk around the columns, touch the materials, and understand the fall, texture, and transparency of the curtains and sheers in a more realistic way.


IN front of the main display comes the back of the curved partition where fabric is hanging from one continuous brass rod. A plain concrete table is placed in the middle to give a break to the eye from all the patterns.

 

  

WALL DISPLAY

First, a series of wallpaper panels are displayed, allowing the patterns to be viewed at scale and appreciated in full composition.Next comes a separate niche seating area, designed as a pause point within the space. This zone is more intimate and provides a moment of rest away from the main display surfaces.Beyond the niche, another grid display is introduced dedicated to paintings. By isolating the artwork within its own structured framework.

 

  

CURTAIN MAZE

Circling back to the point of entrance, you finally encounter two clearly marked doors labelled Entry and Exit. These doors guide the movement toward the curtain display area, subtly directing the circulation of the space. Ending the journey here creates a memorable conclusion ,the soft, flowing curtains provide a tactile and immersive final experience, ensuring the visit closes on a sensory and visually rich note.

 

  

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