Carefully curated vignettes, presented just like a real home is quite clearly the focus of ‘Beyond Designs’. This store mirrors both elegance and panache that appeals to all the senses and which keeps clients wafting inside…
Beyond Designs is a Delhi-based luxury home furniture and lifestyle brand. The brand’s new “Show Home” in South Delhi has been designed by founder (and interior designer) Sachin Gupta and his wife Neha Gupta.
“The name ‘Beyond Designs’ was actually picked by me when I started my work way back in the year 2000. I always wanted my work to be away from the usual and beyond the believable. Hence the name, Beyond Designs came to my mind,” explains Sachin.
When their design practice was extended to having retail stores, it was quite natural to continue with the same name. The unique walk-through concept showcases a formal living room, dining room, bar lounge, bedroom and a bathroom. What sets the store apart is the display concept itself which presents a lived-in apartment look.
“Being interior designers we did not want to do up our stores as if we were just trading in furniture. We wanted to create each space complete to its last detail like we do in our projects. That’s why we created areas in our store that look like spaces from actual homes. It gives the client a sense of the entire ambience and they are able to identify with the pieces,” says Sachin.
The 1400 square-feet space exudes an enthralling ambience and reflects the tastes of those who understand and appreciate the finer things in life. As one delves deeper into the store, one realises that the display is in fact a canvas for an expression of a multitude of design experiments and influences.
Amidst the different shapes, forms and surfaces one can feel the varied influences of art deco, graphic futurism and lyrical decadence. The store has basic cement flooring with beautiful rugs all over.
The walls have interesting finishes and treatments. Most of them have velvet emulsion paint but certain walls have been highlighted with cement textured panelling or raw brick work to produce some really spellbinding results.
The raw cement look is evident on both the floor and the ceiling as well. Incidentally, this provides the neutral colour base against which the exquisite artworks and colourful artefacts and accessories stand out.
“When a customer enters the store, he or she is most likely to first get attracted to the visual displays in the store. This can include aspects like window displays, décor styles, fixtures, amongst others that give a visual identity to the store,” says Sachin, clearly outlining the efforts that they put in to ensure that this visual identity remains strong through the layouts. The displays are changed two to three times a year to tone things up a bit.
The most important part of a space is its lighting. It can make or break the look. The store uses lighting to compliment and complete the look. Besides the mind-blowing light fixtures, the very art of choosing the right amount and type of lighting is evident in the store ambience.
The product range comprises of furniture, home accessories, art and artefacts – all bounded by the unique vision of the couple. The fusion look is their USP. In general, the products are common to all looks and can go very well with all types of ambiences.
Professionally lit and artfully accessorised, rich and opulent, the studio oozes an exuberance and sophistication. Great design and great products…indeed, this store goes beyond design!
Text By Dhanishta Shah
Photographs By Beyond Designs