Godrej unveiled its new furniture brand ‘Script’ last year with the philosophy of offering premium line-up of furniture for contemporary lifestyle that promises to offer ‘freedom of living’. Young Indians today are increasingly mobile and interested in elevated design, and they are often more affluent than earlier generations. However, they are constrained by the very limited living space available within India’s major cities. Script, therefore, presents a premium Indian lifestyle brand that promises good design, often providing “multi-tasking furniture” which can convert to several uses. All the products are sourced from Indian designers and reflect a sophisticated, elevated approach to home furnishings. 

 

Our journey began with a strategic consulting phase, where our team was contracted by established retail and manufacturing conglomerate Godrej to identify a customer type and demographic for their new lifestyle brand within the Indian furniture market. Our team was then asked to conceptualise and finally completely renovate an existing store as the prototype for the new brand, which would then expand to more than a dozen locations throughout the country. 

 

The 16,000+ sq. ft., four story flagship needed to combine beauty and intelligence to reflect the brand’s approach of offering home solutions based on innovative design research. Because Script offers designs for all rooms and home uses, the product range is merchandised as “ecosystems” using custom shelving units to divide the space into room settings. While the building had previously housed Godrej’s Interio line, which targets a much more traditional aesthetic, the Script renovation needed to completely recreate the space. 

 

A dramatic new façade and entry sequence re-made the building’s exterior identity. The storefront is an iconic & kinetic design element that changes throughout the day. It’s perforated louvers perform as sun screens for the west facing façade, and a backlit logo at night. Inside, every surface and fixture was reimagined and replaced to reflect and support the new brand and establish a fundamentally different relationship with customers and the community. The ground floor can function as an event space for community gatherings, while sleek new finishes, a sophisticated lighting approach, and high design fixtures create an environment on the showroom floors that immediately establishes the new brand approach.

 

Conceived as a green & sustainable project, the design incorporates sustainable practices where Energy, Water and Material conservation are vital aspects of the store design. Natural day light harvesting and environment friendly material are the base of this project.