What if a retail store could tell the story of its city? At Shoppers Stop, this question drives the way new stores are imagined. Instead of relying on copy-paste formats, each store borrows from the culture outside its walls, whether it’s the Pujo theme in Kolkata, the Rose Garden in Faridabad, or the Zero Mile in Nagpur. It’s a way of turning the store itself into a conversation between heritage and modernity and between the familiar and the aspirational. For customers, this means walking into a space that feels rooted in their own city.

“Our inspiration comes from the soul of the city,” says Jatin Jaluthria, General Manager – VM Head of Shoppers Stop. “Each art design in the store is like a conversation between local heritage and global fashion.”

According to him, this approach will continue as Shoppers Stop expands into new geographies, to ensure that each store carries a piece of the city it is located in, but interpreted in a modern and stylish way.

Technology as a design partner

If culture brings soul to Shoppers Stop stores, technology adds a layer of modern magic. The newly renovated Malad store in Mumbai is a perfect showcase of this philosophy. Vibrant digital ‘Just In’ pillars frame new arrivals like art pieces, while VR-enabled ‘Shop the Look’ pillars allow customers to explore and purchase entire outfits without walking the floor.

At Quest Mall in Kolkata, which is a home to the brand’s largest beauty store in India, the tech experience goes a step further. A virtual beauty mirror analyzes skin and recommends products with scientific precision. “These innovations are not about novelty,” Jatin says. “They are about making discovery effortless, intuitive, and inspiring, and ultimately turning every visit into a uniquely personal experience.”

The future of VM is more immersive

As retail evolves, so does the role of Visual Merchandising. Customers today walk into stores not just to shop, but to experience. “At Shoppers Stop, we’ve seen this shift first-hand, from our immersive festive clusters that celebrate culture in bold, artistic ways, to our beauty tech zones with virtual mirrors, or even our playful gaming arcades and experiential lounges that make shopping feel like a day out,” Jain mentions.

As Shoppers Stop opens more stores across India, VM will remain a central pillar of the brand's strategy. “A store’s first impression is its VM,” Jatin explains. “It sets the tone for what the brand stands for. VM has evolved far beyond mannequins and windows. It’s now about crafting curated experiences that define the soul of the store.”

As the brand plans to introduce the best of international premium brands to the country, VM will create futuristic environments where design, top brands, technology, and storytelling merge seamlessly to elevate the customer journey.

Big ideas come with big challenges

Big, city-specific installations however come with their own set of hurdles. From sourcing the materials to working with tight deadlines and managing multiple vendors, the execution process can be complex. “We overcome these challenges by building strong collaborations, prototyping early, and ensuring that our on-ground teams are involved from day one,” Jatin explains.

“But beyond the processes, the most rewarding part is connecting with local artisans, immersing ourselves in their craft, understanding the finer nuances of traditional art, and then reimagining it within a modern retail context. That dialogue between heritage and contemporary design is what truly brings our stores alive,” he further adds.

Investments are smarter now

With this evolution, VM budgets are also changing. Investments are moving from static displays to immersive storytelling zones, premium finishes, and advanced digital integrations. “It’s not about spending more, but about investing smarter,” says Jatin. “The value we deliver in terms of brand recall, customer engagement, and premium positioning far outweighs the costs.”

From decorators to strategists

When asked how he sees the role of Visual Merchandisers evolving in the future, Jatin points out that VMs are no longer just decorators; they are storytellers, experience designers, and brand custodians. Over the last few years, Indian retail has undergone a transformation with premium and international brands setting new benchmarks, and this has elevated the role of VM from being largely visual to becoming deeply strategic.

“The role is evolving into a hybrid of art, science, and strategy. And that’s what makes it so exciting.” Looking ahead, Jatin believes that VM will not only define how stores look, but also how customers experience them.