Last updated : March 28, 2026 11:02 am
According to Keerthi Reddy, retail design is all about understanding the business behind the design. If you can speak in terms of revenue, efficiency, and scalability, not just aesthetics, you automatically stand out.
With over 8 years of experience in retail and experiential design, Keerthi Reddy, Senior Architect and Concept Head at Retale Design Solutions leads the concept and design strategy for retail environments, translating brand vision into compelling spatial experiences. With a background in architecture, she began her career with commercial projects and soon gravitated towards retail because it sits at the intersection of design and business.
Her work focuses on translating brand identity into thoughtful, engaging environments that enhance both customer experience and business value. She has been involved in the conceptualization, spatial planning, and design development of a wide range of projects including retail stores, cafés, and office environments. Some of her notable projects include Haus & Kinder, Dhatu Organics, and Fulcrum Global Services, where she played a key role in shaping distinctive design narratives aligned with each brand’s vision. Known for her collaborative approach, she works closely with multidisciplinary teams to deliver cohesive and well-executed design solutions.
In a studio environment where most designers are early in their careers, her team feels that she plays a key role in guiding concept discussions, structuring design thinking, and helping team members translate creative ideas into practical solutions.
What is the best part of being a retail designer?
Seeing strategy translate into something physical. When a layout, a façade, or even a small fixture decision starts influencing how people move, engage, and buy, that’s the most rewarding part.
What’s the biggest advantage of being a woman in retail design?
I feel the biggest advantage is attention to detail and empathy in understanding user behaviour. Retail is very nuanced, and being able to read between the lines, whether it's customer flow or brand intent, becomes a strong advantage.
The top challenge as a woman in retail design?
Being taken seriously on-site, especially during execution stages, is a challenge. You often have to prove your technical clarity more than once before it’s accepted without question.
Where do you derive your inspiration from?
Mostly from observing real spaces, stores, streets, and how people interact with environments. Also, from brands that are evolving from online to offline, that transition phase is full of interesting design problems.
Favourite retail project & why?
I would say projects where the brand is still figuring out. There’s more room to shape identity, not just execute it. Those are always more challenging but also more satisfying.
Dream project
My dream project is to work on a large-format experiential retail space that blends hospitality, landscape, and retail seamlessly. Something where people spend time, not just transact.
Advice to fellow & upcoming women in the field of retail design?
Understand the business behind the design. If you can speak in terms of revenue, efficiency, and scalability, not just aesthetics, you automatically stand out.
What can help you unwind and reset during hectic workdays or when approaching a project deadline?
Stepping away briefly, either a short walk or just disconnecting from the screen. It helps reset perspective, especially when you're too deep into drawings or decisions.