Up, close & interactive: An immersive dive into DesignCafe’s spatial narrative

“Experience Centres offer a tangible, interactive environment where customers of all ages can explore materials and finishes at full scale. This physical engagement creates an emotional connection,” say Gita Ramanan and Shezaan Bhojani Architects and Co-Founders of DesingCafé, as they share with Retail4Growth, the thought process behind the home interior brand’s recently launched experience centre in Gurgaon.

There’s something comforting about walking into a space that’s been thoughtfully put together, not just in terms of the optics, but in terms of how it feels good too. That’s the kind of experience DesignCafe brings to Gurugram with its newly launched Experience Centre. No over-the-top frills, just smart, practical interiors that speak to the way we actually live.

Having experienced the space, Retail4Growth connected with the award-winning architect co-founders, Gita Ramanan and Shezaan Bhojani, who have also designed the centre themselves, to understand how they planned the space, from zoning and visual merchandising to customer experience and tech integration.

A two-level tour

As the 18th store in DesignCafe’s growing pan-India presence and the first one in Gurugram, the experience centre is split into two levels. The ground floor showcases modular kitchen setups which, as Gita Ramanan explains, “are individually displayed to give customers a clear understanding of our offerings”. She further adds, “The mezzanine floor includes a show flat, a 2BHK setup that provides a realistic experience of how a DesignCafe home looks and feels. This zoning is part of our visual merchandising strategy, designed to guide the customer journey effectively.”

Design that welcomes

One of the first things that catches the eye is the giant cluster chandelier hanging from the double-height ceiling near the entrance. “It was a conscious choice,” say the founders. “We wanted to make use of the ceiling height in a way that makes a warm statement.” And it absolutely works. From the moment someone enters, the store offers a sense of flow. It doesn’t feel like just a regular walkthrough; instead, it’s almost like wandering through a thoughtfully put-together home. That’s not by accident. “Traditional linear layouts can feel long and narrow, so we designed the centre with a mix of open and enclosed spaces to avoid monotony,” mentions Shezaan. “This layout provides a natural flow, with carefully zoned meeting areas that ensure a smooth and engaging experience throughout.”

The store as a storyteller

The Experience Centre is not just a retail space; it doubles up as a storyteller as it helps customers visualise how even the most compact spaces can be designed with efficiency and personal touch. “Experience Centres offer a tangible, interactive environment where customers of all ages can explore materials and finishes at full scale. This physical engagement creates an emotional connection,” say the architects.

However, there also lies a challenge in translating everyday living into functional zones while presenting a wide, curated range that is both practical and inspiring.

Tech behind the scenes

In today’s world, even interiors are getting a tech upgrade, and DesignCafe is leaning into that. From virtual walkthroughs and interactive design previews to real-time project tracking, technology plays a crucial role for the team to help them deliver a more immersive and transparent experience to the customers.

“Our sales and design teams use smart tools to personalise layouts based on customer needs. Our operations and marketing teams use tech-enabled systems and data to study customer behaviour and understand personas,” explain Gita and Shezaan.

What do today’s homeowners really want?

It’s a question DesignCafe has spent years answering. According to Gita and Shezaan, Indian customers today are all about functionality. “Modern Indian customers prioritise functionality in store design. Aesthetics play an important secondary role as they add to the visual and emotional appeal. Technology is definitely growing in importance. Overall, functionality leads the decision-making, with aesthetics and tech serving to enrich the customer experience.

At the end of the day, what stands out about DesignCafe’s Experience Centre is how real it feels the moment you enter. The place invites you, welcomes you, gives you ideas, and helps you visualise what’s possible and, more importantly, what’s practical.