Presenting her talk on "The importance of narrative in retail design” at In-Store Asia 2016 at Pragati Maidan, New Delhi, Smita Gupta, Director of India operations, Gensler, stressed on the need of storytelling and emotional connect for effective retail design. "We retailers have to understand that shopping is not a need but it's a desire. And what is next to desire is emotion. Our store design should be dedicated to tap that emotion,” Gupta explained. She went on to cite some examples of some brands and their effective storytelling through retail design. Smitha explained how a classic brand like Raymond entered the ready-to-wear market, and sewed their brand-story effectively in the experiences that their new-age retail design had to offer. Similarly, she spoke of some of their global projects like high fashion labels like Christian Dior or automobile brand Ferrari, who offered not only some technologically-advanced retail design but worked diligently towards connecting with the consumers heart-to-heart. According to Smita, story should be a common thread even in putting the omni-channel of retail together. "A right synthesis of authenticity, storytelling and innovation is bound to bring brand loyalty,” Gupta re-affirmed.