The Loop is an experience-led space for The Wardrobe Company, a brand built around flexibility, customisation, dialogue, and co-creation, where kitchens, wardrobes, and objects could be explored as part of a narrative rather than a catalogue. The intent was to encourage discovery through interaction and conversation, allowing customers to immerse themselves in the brand ethos and make informed choices at their own pace.
S T U D I O D O T
Located in Okhla, the 3,700 sqft plan was developed around a continuous circulation loop that connects all functions into one coherent sequence. The intent was to allow the user to move through discovery, conversation, and collaboration without ever feeling disconnected. The design process was highly collaborative, with workshops helping to define brand personality, spatial intent, flexibility, and user journeys. The brief emphasised that the showroom must act not only as a product display but also as a platform for meaningful engagement. It had to be a space where clients could connect emotionally, build alongside the brand, and experience design as a participatory process rather than a transactional exchange.
The experience begins at the lift lobby. As the doors open, a quiet steel-clad wall with the TWC logo sets the tone. The alignment of proportions, light, and texture reflects the brand’s design sensibility, one that is precise, restrained, and confident. The idea was to communicate the spirit of TWC through small gestures, through the way a wall meets the floor, through the sharpness of an edge, or the crispness of a logo lit with care. These moments establish the identity of the space and flexibility without the need for overt expression.
The front zone opens into the Idea Lab and the Client Workshop, spaces that anchor the user’s firstinteraction and flexibility with the brand. A monolithic stepped seater in micro concrete occupies one side, its filleted edges making it appear as if the floor itself has lifted to form it. On the other side, a volume carved into the wall holds two long red shelves for materials and display. Between these elements, the space feels deliberate and calm, structured yet open. Three slender stainless steel columns introduce a soft rhythm across the room, and a veil of woven metal curtains blurs the boundary between public and private areas. Light filters gently through this layer, shifting character through the day.
As one moves inward, the central loop becomes the heart of the experience. This passage connects every zone and houses the main product displays. Kitchens, wardrobes, and accessories are arranged as a sequence of encounters rather than static showcases. Along the way, small information points introduce the brand, materials, and construction logic, each offering a pause and a moment for touch. Overhead, a custom steel light installation traces a serpentine path through the corridor. It defines direction, flexibility, and pace, acting as a subtle guide that moves visitors through the space while tying the journey together.
The material palette remains quiet and tactile. The floor shifts between two tones of micro concrete, divided by a slim stainless steel inlay that outlines the circulation. The architects finished the walls in lime plaster, their soft grain catching light with a natural texture. They wrapped structural beams in brushed steel, revealing the existing framework instead of concealing it. Typography appears in small decals on the floor, serving as understated cues rather than signage. Every junction and edge is detailed to convey precision and care, creating an atmosphere of ease and order.
owards the end of the loop, the atmosphere begins to change. The path leads to the space for art and objects, where the experience becomes slower and more contemplative. A series of pedestals of varying heights display sculptural pieces and brand extensions. The light warms, the forms curve gently, and the textures deepen to create a quiet sense of pause. It is both an end and a moment of reflection, where the energy of the loop settles into stillness. Opposite this area, behind curved walls and concealed doors, are the service spaces, including the pantry, washrooms, and utilities. These continue the same geometry and material language, keeping the experience seamless and unbroken.
The Loop transforms the idea of retail into a spatial narrative. It moves beyond product display to create a setting for conversation, collaboration, and discovery. Light, movement, and material shape a sense of continuity and calm. The result is a space that invites people to build ideas, not just wardrobes, where design is experienced as something gradual and human.
Fact File
Designed by: S T U D I O D O T
Project Type: Retail Interior Design
Project Name: The Loop Experiential Retail Space
Location: New Delhi
Year Built: 2025
Built-up Area: 3700 sqft
Principal Architects: Anmol Arora & Shubhit Khurana
Design Team: Akash Katnawar
Photograph Courtesy: Saurabh Suryan
Source: Archdaily
Firm’s Website Link: S T U D I O D O T
Firm’s Instagram Link: S T U D I O D O T
For Similar Project >>> This Retail Space Reimagines Understated Luxury Through Fluidity
This residential project is a celebration of material purity and timeless simple design. Here, the rich, warm tone of natural walnut becomes the unifying element across the entire home. The clients, an elderly couple, envisioned a house where walnut would dominate the interiors. Here, no other colors disrupt the visual harmony. This simple yet demanding […]
Chit Chat Chai is a tea cafe that sits in the busy cityscape, in the lanes of Hyderabad. It’s an offbeat sight to its contrasting surroundings. Nestled within the lanes of a commercial neighbourhood, this cafe brings warmth that one seeks to experience after a tiring day at work or a quick hangout session with […]
In a city where homes often compete for attention through ornament and excess, The Nordic Luxe Residence takes a far more assured route. It wins you over with restraint, clarity, and a quietly elevated hand. It is designed for a family that wanted a fully move-in-ready 4BHK modern Indian home delivered within an uncompromising four-month […]
The Archive Home is not just a home—it’s a narrative of two extraordinary souls who call themselves wildlife enthusiasts. Their journeys take them deep into the wilderness every few months, capturing rare frames that have found their way into renowned magazines and the wider world of wildlife. Add to that a husband who can mesmerize […]
Spanning 2200 sq. ft., this 4BHK apartment designed by Studio Inside Out is a finely tuned symphony of rooted design, soft tones, tactile finishes, and thoughtful detailing. “Every space has been planned with a balance of aesthetics and practicality, creating a home that feels rooted, personal, and intuitively luxurious,” shares Ms. Samruddhi Kulkarni and Mr. […]
The concept was to bring the warmth of a traditional South Indian home into a modern city apartment. The goal was to blend two worlds. One of them was the nostalgia of the client’s roots and the practicality of their current urban lifestyle. It is a fusion where traditional materials meet modern shapes. It creates […]
In an era where a retail space are increasingly required to perform beyond the act of transaction, Mangroove emerges as a carefully choreographed spatial experience—one that translates brand identity into architecture through nuance rather than spectacle. Conceived as a contemporary menswear store, the project reimagines understated luxury through an architectural language of fluidity, restraint, and […]
OneDot1 Design Studio approached Neptune Residence with a clear design intent: to create interiors that feel timeless, welcoming, and emotionally grounding. The vision centered around soft tones, natural textures, and warm lighting—an environment where modern aesthetics meet the subtle richness of lived-in comfort. Avoiding unnecessary ornamentation, the design relies on material expression and spatial clarity. […]
Designing the Gupta family’s four-bedroom residence meant crafting a home that could gracefully evolve with time. The clients—a couple and their two sons—approached us with a clear brief: a home that feels modern but endures, elevated yet comforting, and above all, one that functions seamlessly for a family that values both togetherness and privacy. They […]
Designing a home is always a dialogue between functionality, aesthetics, and the people who inhabit it. The Rathi Residence, designed by interior designer Bhavana Chandak, is a thoughtful exploration of modern contemporary living. Completed in 2025 in Aurangabad, this 1800-square-foot residence with a pop of color transforms a compact footprint into a home that feels […]