Last updated : March 25, 2026 12:22 pm
For Keerthana, retail design is not just about how a space looks, but how it performs, how it influences decisions, and how it creates memorable moments.
Retail design wasn't part of Keerthana Ashokan's plan. When she started out, the field was almost entirely foreign to her. But when she stepped into Saran Associates Atelier in 2022, she soon started getting a grasp about retail. What began as exposure soon turned into interest when she started working on retail design projects.
As Design Lead at Saran Associates Atelier, Keerthana shares that she has always been someone who quietly observes how spaces feel, how people move, what makes someone pause, and what makes them walk away. Long before she understood retail design as a profession, she was drawn to spaces that could ‘sell’ without saying anything and would notice why certain stores pulled her in while others didn’t.
As she began working on different formats, she realised that retail design is not just about how a space looks, but how it performs, how it influences decisions, and how it creates memorable moments.
Keerthana’s approach to each project includes a strong concept, deep understanding of customer behaviour, retail flow, and visual merchandising. She also works closely with project teams and vendors to make sure design ideas are practical and can be implemented. Her team shares that she is hands-on when it comes to guiding junior designers in developing concepts, maintaining drawing standards, and selecting materials.
What is the best part of being a retail designer?
For me, every new store is a chance to create something that hasn’t been done before, even if it’s just one detail, one element or one small moment that feels unique. That process of constantly pushing for something new is what really excites me. What I love most about retail design is that it doesn’t stay on paper. It comes alive. It’s not just about making something look good, it has to work, attract, and create an experience.
What’s the biggest advantage of being a woman in retail design?
We rely a lot on instinct while designing. We naturally think about how a space will feel for someone, not just how it looks. I tend to get emotionally connected to what I create, and that makes me pay attention to the smallest details. We also keep putting ourselves in the user’s place, whether the space feels easy, comfortable, and inviting. I feel this sensitivity is often a strong advantage that women bring into retail design.
The top challenge as a woman in retail design
Biggest challenge is to be taken seriously in certain situations, especially on-site or during execution stages. Sometimes you have to prove your point a little more. But honestly, once your work speaks, that challenge slowly fades. Balancing sensitivity with assertiveness. You’re expected to be detail-oriented, but you also have to stand your ground strongly, especially when decisions impact the final outcome.
Where do you derive your inspiration from?
It can come from anywhere: a random sketch, a movie scene, scribbles, or even a small pattern on a fabric. I often pick up on these little details and develop them into motifs or design elements. For me, inspiration is not something I search for; it's something I keep noticing. And also a big part of my inspiration comes from my principal designer, Ashateet Saran. The way he approaches design through references, ideas, and pure thought process has really shaped how I see things. He has made me realise that inspiration doesn’t always have to be big or planned.
Favourite retail project & why?
I don’t think I have just one favourite. I'm usually more attached to projects where I have creative freedom. Projects like Starla Jewels - Jubilee Hills, Hyderabad, and Mohey - Jayanagar, Bangalore, both of which were recognised at the VM&RD Awards 2025, that winning moment is very close to me.
What makes them special is that I was slightly nervous while designing them, which usually means I was pushing my boundaries. Those are the projects that stay with me, because they’ve shaped the way I think and feel more like “me.”
Dream project
I’ve always been inspired by stores like Nike House of Innovation. It’s not just a retail space, it’s an experience. The way it combines technology, storytelling, and customer interaction makes people want to spend time there, not just shop.
That’s the kind of space I’d love to create where retail blends with experience, maybe even adding elements of wellness or a cafe. A place where people walk in without a fixed intention but end up exploring, engaging, and connecting with the space.
Advice to fellow & upcoming women in retail design
Don’t wait to feel completely ready, just start, experiment, and learn along the way. Trust your instincts, especially when it comes to design decisions. And most importantly, don’t shrink your ideas to fit the room; say them clearly, own them, and let your work speak louder than your doubts.