This sprawling 43,000 sqft showroom posed an opportunity to rethink retail experience and invigorate the otherwise transactional process of material shopping. We did not want this to be just another showroom. It was thus conceptualised as an immersive experience and explored how materials could be showcased unconventionally. The showroom is designed as a spectacle, meant to engage with one’s creativity and imagination. Customers enter and go on a fantastical, almost dream-like journey through a series of carefully curated spaces. Think of it as a wonderland of tiles and stone; experiential spaces with elements of fantasy and surrealism.

Each area of the showroom has been designed with its unique stylistic approach, offering customers a distinct experience at every turn. The zones range in typology – from enigmatic to everyday spaces i.e. living or bathrooms. Within each space, tiles and stone are used in various ways to showcase their many characteristics – scale, pattern, colour, texture. For instance, the Hall of Tiles challenges scale and reality with the display of towering, large format tiles. On the other hand, you then have the Villa, which also boasts the use of large format tiles but in a completely different manner. Themes of curiosity and discovery are also prevalent – one is encouraged to tap into their playful and curious side as he/she wanders through the showroom. The meandering circulation, partially concealed arrangement of displays and interplay of light and shadows facilitate an intriguing journey from one space to another.

The showroom is designed like a city, a world of tiles if you may, with The Plaza as the public square and heart of our showroom. Defined as a gathering space and centre of public life, this is where visitors are encouraged to gather, make conversations or contemplate on the endless array of materials and begin to visualise how their ideas can be turned into reality. The open plan encourages visitors to curate their own journey rather than follow a fixed route. Physical boundaries between spaces are intentionally blurred as one traipses from one zone to the next, with only the change of materials hinting at a spatial transition.