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  • Writer's picturePalak Goyal

2024 Designer Dozen: Surbhi Gupta


As FRDC’s Studio Director – Strategy and Design, Surbhi has worked on a range of projects and has strong interests in retail design, human development and user experience, all things that, according to her co-workers, enable her to craft relevant and enjoyable designs.

Some of Surbhi’s robust volunteer work includes working with MAD (Make a Difference), a leading India NGO intended to elevate the communication skills of underprivileged children; partnering with The Better Design Foundation, a non-profit aiming to create equitable development opportunities for urban populations through human-centered design approaches in the field of education; and mentoring interns in-house at FRDC. She has also worked on unusual and innovative projects, like one for the Phonak hearing aid company, where she sought to improve the customer experience.

Retail changes every day. What role do you see physical stores playing in the future?

I believe physical stores will continue to play a crucial role despite the rise of e-commerce and digital shopping experiences. While online shopping does offer convenience and better accessibility, physical stores have the unique advantage of bringing ‘real-time tactile experiences’ and ‘personal interactions’ that foster emotional connections with brands. Physical stores will develop into experiential hubs that are more than just places for transactions; they will become places where customers can immerse themselves, interact and take part in carefully curated activities that will leave them with unforgettable shopping experiences...

Read more from the article published in VMSD here

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