Behind the making of ControlZ’s inviting retail space

Most retail outlets are built to sell. This one is built to breathe. The flagship experience store of ControlZ, positioning itself as a renewed smartphone brand, in Gurgaon, feels less like a shop and more like an open, grounded, and quietly inviting space. Behind its design is architect Mannat Singh, who wanted people to find stories here, not just smartphones. “Contemporary consumer culture has created an omnipresent market for things we don't need. This digital pressure and overexposure have crowded the visual landscape of our markets, too. ControlZ had a clean mission, so we felt it needed such a space to advocate for it as well,” describes Mannat.  

Creation of a place, not just a store 

Long before ControlZ’s headquarters came up, Yug Bhatia, the Founder of ControlZ, and Mannat were already imagining what a physical store could mean. Mannat, still in architecture school at Ahmedabad back then, recalls the early conversations. 

“The vision was to make a place, not a store. A place where a storyteller could tell stories to a crowd on a Saturday evening. The idea was to create an audience, not just successful consumption.” 

That vision lingers in the design. The space doesn’t demand purchase; it invites presence. It feels open enough for stories, for people, for possibilities beyond retail. 

Rooted in material honesty  

The material palette tells its own story. Pinewood dominates the interiors, specifically Himalayan Blue Pine, known locally as Kail.  

“Using wood instead of veneers or laminates was a deliberate call. It’s regenerative, renewable, frugal, and rooted in our own ecology. The lamps are designed so the light source never catches the eye. We didn’t want harsh focus lights; we wanted warmth, balance,” explains Mannat. 

Mild steel comes together with wood not as an extra detail, but as a complement. It’s adaptable, can be screwed and unscrewed, painted in enamel, and preserved with ease. When paired with wood, the two materials create a balance that is warm and natural on one side and modern on the other.  

The role of digital screens 

Mannat admits that he has an old-school heart. “I’m very analog, I would have preferred vintage TVs, or even none at all,” he laughs. But in the ControlZ store, digital screens weren’t just added for the sake of technology; they had a clear role. The uneven columns in the center of the space could have been a design flaw, yet they became an opportunity. By placing screens there, we turned an element into a feature. Beyond solving a spatial challenge, the screens now add a dynamic layer to the store, making it flexible for brand communication and future experiences.  

What’s more in the pipeline? 

“The furniture in the experience center is custom-designed for this very space,” he shares. “As its use grows, we will be able to better understand the needs and make thoughtful adaptations here and in future stores.” Beyond that, the brand looks forward to exploring ways to bring life into these spaces through social programs. This could change how it sees consumer spaces altogether. ControlZ hopes that, in time, this becomes the norm in retail spaces.