How Life n Colors turns decor into a living story

India’s home decor retail space is witnessing a shift, and with retail today no longer being about merely selling products, but about creating experiences, home decor brands  inparticular are actively driving this idea.  Life n Colors is taking a lead here, converting its stores into showcases of living spaces. Known for its bold approach to prints, maximalist design, and storytelling through interiors, the brand has launched its first experiential centre in Gurugram. 

Founded by husband-wife duo Apourva and Ashutosh Pandey, and personally designed by Apourva, the experiential centre is about immersing visitors in stories told through design, textures, and patterns. The idea essentially was to create a one-stop solution where people could see, feel, and experience how prints and patterns can transform their homes. 

“We wanted to go beyond catalogues and mood boards. In our experiential centre, people can walk in and feel the story, not just see it,” says Apourva. 

The Gurugram centre also serves as a collaboration hub where architects, interior designers, and homeowners can come together and exchange ideas. 

A gallery like welcome 

Unlike conventional décor stores, Life n Colors wanted the entryway to set a different mood and tone. Visitors at the centre are welcomed by wall art on both sides to evoke the look of an art gallery. 

“We wished to give it a look of a gallery. If you see both sides, we have added wall art there. It’s the look and feel we wanted to give. Like when you enter, you feel you are entering an art gallery,” explains Apourva. 

Rotating themes: From Japan to India’s festive palette 

What makes the Gurugram store distinctive is its rotating storytelling model. Instead of static displays, the space transforms with curated design themes every few months. 

Currently, the centre displays a Japanese-inspired collection, but as the festive season approaches, the brand is preparing to unveil its ‘Sunehri’ collection, which would celebrate Indian festivity with golden tones and rich patterns.  

“The idea is to keep the store alive, dynamic, and seasonally relevant. When customers walk in during Diwali, Christmas, or weddings, they’ll see something new, something that resonates with the mood of the season,” explains Ashutosh. 

Technology as a game changer  

Technology is also becoming a strong enabler for Life n Colors’ design journey. Ashutosh and Apourva highlighted how AI has significantly transformed their workflow.  

“Earlier, we had to take multiple printouts to check whether certain colors and textures matched. Now, with AI, within 10–15 minutes, we can create multiple options, test different combinations, and refine them instantly,” they explain.  

Expansion in other areas 

With the success of the Gurugram launch, Life n Colors is already eyeing Mumbai, Hyderabad, and Bengaluru for its next experiential centres. The plan is to create a network of story-led design destinations where homeowners, architects, and designers can collaborate with the brand. 

“Our aim is to make design accessible while keeping it inspiring. Gurugram is just the beginning,” mention Ashutosh and Apourva. 

With its first experiential store, Life n Colors has signaled a bold step into the future of retail, where walls speak and design becomes an immersive journey.