The Loop
Experience Center
Area 3,750sq. ft.
Status Complete // August 2025
The Loop is an experience-led space for The Wardrobe Company, a brand built around flexibility, customisation, dialogue, and co-creation. Designed as an alternative to a catalogue-style showroom, the space allows kitchens, wardrobes, and objects to be discovered through interaction rather than display, encouraging users to engage with the brand at their own pace.
Located in Okhla, the 3,700 square foot showroom is organised around a continuous circulation loop that connects all functions into a single spatial sequence. This loop guides visitors through discovery, conversation, and collaboration without interruption. The design process was highly collaborative, shaped through workshops that defined the brand’s personality, spatial intent, and user journeys. The brief positioned the showroom not only as a place to view products, but as a platform for meaningful engagement and co-creation.
The experience begins at the lift lobby, where a restrained steel-clad wall with the TWC logo establishes the tone. Proportions, light, and materiality communicate the brand’s precise and confident design sensibility through subtle detailing rather than overt expression.
The front zone opens into the Idea Lab and Client Workshop, anchoring the first interaction. A monolithic stepped seater in micro concrete appears to rise from the floor, while a carved wall volume holds red display shelves. Stainless steel columns introduce rhythm, and woven metal curtains soften the boundary between public and private spaces.
As visitors move inward, the central loop becomes the heart of the showroom. Kitchens, wardrobes, and accessories are arranged as a sequence of encounters, punctuated by information points that encourage pause and touch. A custom steel light installation traces the circulation above, guiding movement and reinforcing continuity.
The material palette remains quiet and tactile, with micro concrete floors, lime plastered walls, and brushed steel wrapped beams. Towards the end of the loop, the art and objects zone introduces warmer light and softer forms, creating a contemplative pause. Concealed service spaces follow the same geometry and material language, maintaining a seamless experience.
The Loop transforms retail into a spatial narrative, where design is experienced as a gradual, human process rather than a transaction.
