Online retail has changed the way we shop for décor. Yet, one of the most common grouses that customers have against online stores is the lack of the ‘touch and feel’ experience. See how Pepperfry, a home décor retail giant has completely changed that.
The web portal, www.pepperfry.com is indeed an online mecca for those who are seeking to do anything in the field of home décor. However, keeping in mind the comfort level of clients with a brick and mortar set-up, as well as to communicate the essence of the brand, Studio Pepperfry facilitates an experience of the brand’s offerings. It showcases a curated range of furniture from Pepperfry’s online portfolio in a beautifully executed physical space.
“We call it a studio and not a store, as we do not retail from the studio. The idea behind the name is that it acts as a display gallery, rather than an experience centre for customers who want to buy our furniture. The furniture however has to be purchased online from Pepperfry,” explains Saloni Khosla, spokesperson for “The Orange lane” and “The Peacock Life”, who have designed their studios all over the country.
The area of 2500-3000 square feet for the studios is big enough for a client to brouse around and get a feel of the space. It has been conceived as an experience zone for customers, who are looking to enhance their living spaces.
In addition to being the largest furniture retailer in the country, Studio Pepperfry forms an integral part of the brand’s strategy to provide design thought leadership and services to the evolving Indian home shopper. In-house experts who have an in-depth knowledge of the Pepperfry furniture portfolio take the customers through the store and also show them the extended online products available to them.
The Gurgaon studio exemplifies the finesse and the style associated with the brand. The seamless open space is a canvas for creative display. Pepperfry being a furniture brand, the idea was to have a combination of subtle and bright colours that would highlight and compliment the furniture display. Indeed, there are pops of colours all throughout the store, provided largely by accessories, such as frames, cushions, carpets, planters and so on.
The emphasis is also on various kinds of wall finishes, ceiling treatments and interactive partitions which enliven the space. The egg-white wall finish and the hand painted architectural plans as artwork complement each other well and also give the space a much required edge to help make a design impact.
The flooring is varied all over the studio. If there is a cemented floor on one side, there is an elegant wooden floor in another area of the store. It is this play of finishes that are seen on the walls, ceilings and floor, with interesting furniture and artefacts that add a sense of style to the entire area.
One of the statement walls in the store is clearly the one which displays chairs against a muted yet elegant wall backdrop with drawings illustrating architectural styles. The display of vastly different examples of chair-styles in front of this, serves to showcase the sheer variety available with the brand. Of course, the fact that it adds an interesting element to the overall look of the store is also equally important.
The window display is quirky and enthralling at the same time. Different pieces of furniture and artefacts provide a whimsical concoction that serves to invite the customer into the studio. The display almost becomes an art installation.
In fact, one of the most striking elements of décor at all Pepperfry Studios is the fibre lamp at the Window, created by “The Peacock Life”. The window display is changed every 45 days, to keep things fresh and to continually offer a new perspective.
All the products at the studio are from in-house brands. These include Woodsworth, Boheminana, Mudramark, Amberville, Casacraft, Mollykoddle and Mintwuld. 70% of the furniture seen at the Studio is all solid wood furniture with varied polishes. This influences the display as well.
“The key idea behind the arrangement of displays is to present all our finishes and our different types of wood in various designs all together; this gives the customer an understanding of our finishes and polishes. The focus is also about arranging it in a way, that it actually looks like a ‘home’ and not a ‘showroom’,” explains Khosla. 30% of the furniture and décor changes every 3 months.
This unique offering wherein a customer can roam amidst homely confines and get access to the latest trends and developments in the world of furniture and décor is a novel concept. It demystifies the whole process of buying furniture and opens up options galore online, while still offering the one-on-one concept of being attended to personally.
Customers always worry about quality and assurance while buying a high-value item like furniture; Studio Pepperfry helps them get a better understanding of the quality of products and services and at the same time plays a vital role in promoting a sense of trust and value for the brand.
Text By Dhanishta Shah