By: Himanshi Jain
Last updated : July 29, 2025 3:58 pm
Visual merchandising is no longer just about making stores look pretty, it's about creating memorable experiences, says Dhruv Kapoor, founder of Design One Studio, as he shares with RetailGrowth, how the world of VM is evolving in India with some must-haves - from sustainability and immersive tech to Instagrammable designs.
“Visual merchandising is no longer just about aesthetics. It’s about experience, strategy, and a sustainable future,” says Dhruv Kapoor, Founder of Design One Studio. He brings more than 15 years of visual merchandising experience to the industry. In this candid conversation with
Retail4Growth, Dhruv shares the shifting tides of visual merchandising and how sustainability is slowly but surely becoming a core business value.
From Europe to India: A vision born of inspiration
Dhruv Kapoor began his journey in visual merchandising at a time when India was still laying the foundation for its modern retail ecosystem. “When I started around 2010–2012, there was no ‘prop culture’ to speak of in India,” he recounts. “Malls were still being built, brands were focused on store fit-outs, and visual merchandising was barely in its infancy.”
Dhruv’s inspiration came from Europe, from the artful and immersive windows. He wanted to bring that kind of craftsmanship and imagination to Indian brands,” he shares. And that’s what he did. Over the years, Design One Studio has evolved into a pioneer and now offers sustainable visual merchandising experiences for multiple brands across diverse categories.
The windows are shrinking, but the industry is expanding
A major insight Dhruv shares is how window displays, that once used to be the dominant VM format, are no longer the sole focus.
“Earlier, brands would do 10–12 major window displays a year. Now, it’s down to only 3 to 4. But the scope of VM has expanded,” Dhruv explains. “Skincare, jewellery, automobiles, and even F&B brands are coming into the fold. Everyone wants an immersive retail experience now, not just fashion brands.”
So, while window count is down, the demand for unique, Instagrammable, and experiential designs is at an all-time high. “Clients are more strategic. They are now asking- What is this installation doing for the brand? Can customers interact with it? Can it trend on Instagram?”
This integration of visual merchandising and marketing is one of the most significant shifts in the Indian retail landscape today.
Tech in VM: Use it where it matters
While some brands have dabbled in CGI and tech-heavy VM, Dhruv believes that technology should be used purposefully.
“Everyone wanted CGI screens in their stores a few years ago. But it didn’t last, it wasn’t scalable or sustainable in India,” he says. Instead, we use tech where it adds real value.”
“Technology is just one of the art forms. Not the art form,” he asserts.
Sustainability is now a necessity
Dhruv also emphasised how sustainability is not just a trend but a necessity now. The company has made sustainability a core design principle.
“90% of the props we make today are sustainable,” Dhruv states. “From recycled paper and fabric to biodegradable materials like papier-mâché and jute, we’re experimenting with everything, without compromising on the aesthetics.”
But isn’t sustainability expensive? Dhruv explains how it’s the biggest myth. With smart material sourcing, lean production, and a little bit of innovation, the costs can be brought down. The difference lies in how it’s made, not just what it’s made of.
“You can’t be 100% sustainable. But doing something is better than doing nothing,” Dhruv states.
The new Instagram Effect
Dhruv also sheds light on how social media is influencing VM design in a big way. “Today, VM is about creating an experience that customers want to photograph, share, and engage with,” he says.
That means window displays are moving inside stores and installations are becoming more immersive. “We design spaces where people want to take selfies. One great picture can organically reach thousands. That’s free marketing.”
Where is VM headed?
As the conversation wraps, Dhruv makes it clear that brands today want both impact and meaning. The smartest players are investing in fewer but better windows, sustainable materials, and storytelling. Their focus is not just on decorating stores but also on curating experiences for the customers. VM is now about how it makes people feel and what it says about the brand’s values.
Pic Courtesy: Design One Studio