CONTACT US

XXII EDITION

From Retail Space to Brand Experience

DESIGN TALK

Pria Rajput
Repositioning + Creative Strategist 

In today’s fast-evolving retail landscape, aesthetics alone no longer cut it. Customers crave more than just shelves and signage, they seek a visceral connection. We sat down with a leading retail designer whose work transforms conventional stores into immersive brand destinations. From rethinking dead space to designing with emotion, they reveal the missed opportunities and emerging trends shaping boutique retail today.

Too many retail spaces still function like showrooms, but customers now expect more. They want to feel the brand, not just see the products. When retail is designed like an experience, through lighting, layout, materials, and micro-moments, it creates an emotional connection. And that’s what drives repeat visits and word-of-mouth.

PRIA:

What’s the biggest missed opportunity in retail design today?

KIA:

Repositioning is about turning “just another store” into a branded destination. We examine everything, including customer flow, dwell time, sightlines, and underutilized square footage, and redesign it to serve both the shopper and the business. For one boutique client, we introduced a fitting lounge that serves as a social hub, resulting in a 40% increase in in-store time. That’s a strategy meeting space design.

PRIA:

What does it mean to reposition a retail space?

KIA:

It should be everywhere, but never scream. Materials, scent, sound, layout, all of it should echo the brand’s voice. We might use curved millwork for a soft, forward-looking brand, or contrast concrete and linen for one rooted in minimalism and edginess. Retail is no longer just about fixtures and displays. It's about storytelling in 3D.

PRIA:

How does branding show up in physical retail?

KIA:

We’re seeing more hybridization: retail spaces doubling as community hubs, content creation zones, or private styling suites. Flexibility is key, especially for brands that do pop-ups or grow in phases. We design modular millwork and movable zones that adapt over time without losing the brand DNA.

PRIA:

What trends are you seeing in boutique retail right now?

KIA:

Rethink your dead zones. Corners, window fronts, or even backstock areas can become revenue-generating with the right repositioning. We’ve turned underperforming corners into coffee stations, gift-wrap bars, selfie walls, and even rentable content pods. It’s about creating more reasons to linger, engage, and spend.

PRIA:

“Retail isn’t just about what’s on the shelves—it’s about what people feel when they walk through the door. Thoughtful design turns a space into a story, and a storefront into a brand experience.”

KIA:

What's one small change that can make a big impact?

Retail design is no longer about showcasing products, and it’s about orchestrating experiences. As shopping shifts from transactional to emotional, the most impactful spaces are those that reflect the brand’s soul in every detail, from scent to sightline. Whether it’s repositioning a store or activating an overlooked corner, the opportunity lies in designing with intention, adaptability, and a deep understanding of human behaviour.

more features
let's talk