Undergraduate Thesis in Interior Design

INTERIOR DESIGN THESIS JYOT PATEL (16ID116)

EXPERIENCE CENTRE

bringing a potent online brand into physical existence

Acknowledgment

अभिस्वीकृति

To every stage there is a rather more vital, backstage.

And that stands for this dissertation as well. Behind this book and binding, there is work, help and support of a bunch of other faces.

First and foremost, my guide – Ar. Yutika Malavyia, thank you for being the ink and inspiration to my ideas, you made me a better student and a better person. I’m thankful to I.E.D. academe, ID. Sunil Jangid, ID. Pratyusha Patel, ID. Falguni Patel for making juries, a library of knowledge. ‘dharti no chhedo ghar’ - my sweet family, it goes without saying but I’m eternally indebted to my stars that I get to go back to such beautiful home.

4 years of company, competition and chaos (and cartridge and canteen), made me more creative and receptive, it’s all because of 16ID, but mainly my five lifesavers – Riya, Vishrut, Shirin, Dhvani & Jinali, I wouldn’t have survived these 4 years without you and this is dedicated to you.

And most importantly my other family that shaped me to who I am today and continues to do so each day, MS. Nothing I ever do can repay what you have done for me, this dedication is merely a try.

Synopsis

सारा​ांश

In today’s progressive and ruthlessly competitive retail, there are multiple options of buying-selling transaction, the most popular currently being, online shopping.

Brands, started online without any physical offline existence do not get the recognition, compared to those with offline stores.

The brand in consideration here is RAS Luxury Oils, an online establishment, since 2017, based from Raipur. It caters through high-profile motel chains with no actual store.

Secondly, today the commercial world is becoming a vital part of a consumer’s daily lifestyle. And brands as well as the customers are slowly but surely zoning out of the typical buying and selling interface and replacing it with Brand Experience i.e. to make the customer experience the brand and everything it stands for alongside it’s general retailing.

This study investigates the multiple facets of retailing, by analysing different seller-consumer interfaces – traditional and otherwise. And concludes the problem of recognition of an online brand by bringing it to physical existence with a hybrid retail strategy.

01 Introduction

1.1 Aim & Objective, Scope & Limitations 1.2 Methodology 1.3 Brand Study

02 Precedent Study

2.1 Rejou, Madhuban Resort & Spa 2.2 O2 Spa, Courtyard by Marriott 2.3 Spa La Vie by L’Occitane 2.4 Kama Experiences by Kama Ayurveda (Remote) 2.5 Comparative Analysis 2.6 Inferences

03 Site

3.1 Site Introduction & Justification 3.2 Site Analysis 3.2.1 Contextual Study 3.2.2 Site Drawings

04 Design Program 4.1 User Client Brief 4.2 Spatial Requirements

05 Design Concept 5.1 Design Foreword 5.2 Design Approach

06 Design Proposal

6.1 Spatial Organization 6.2 Detailed Design Drawings 6.2.1 Furniture Layouts 6.2.2 Flooring Layouts 6.2.3 Reflective Ceiling & Electrical Layouts 6.2.4 Sections 6.2.5 3D Views 6.2.6 Material & Colour Palette 6.3 Therapy Rooms 6.4 Furniture & Interior Elements

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07 11 13 16 18 19

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36 37 39 40 43 50 54 56 63

07 Conclusion

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08 References

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01 Introduction

Artwork: ‘Aksharaa’ by Charan Sharma, a series of paintings of pure Sanskrit lettering.

[ Aim ] [ Objective ] [ Scope ] [ Limitation ] [ Methodology ] [ Brand Study ]

1.1 Aim & Objectives The broad aim of this study is to create an offline experience of an online brand with a deliberately altered consumer-seller interface. To design something more than just a retail store, to generate an experience.

The study by nature is exploratory and it is an attempt to understand the above mentioned parameters through the stated objectives: • To understand the existing structure, status and products of the brand.

• To device a program for the store; it’s merchandise, target audience, activities, etc.

• Propose design based solution for the brand.

Scope • Branding is a vital part in any retail and this study delves in it.

• This kind of retail, supports and contrasts online shopping and favours offline attraction for the customers.

• The attempted methodology of re-branding helps a professional while introducing innovative elements in typical retail programs.

Limitations • Reference studies for the topic are limited due to the un-awareness of such retail practices.

• The program of the study is limited to the products of the brand.

• This study refers to a targeted audience and hence, can not be viable for everyone and everywhere.

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1.2 Methodology

Brand

Products

Retail Experience

Answering Definitions Components

Answering Justification Theoretical Data Examples and analysis

Project Data

Visual Data

Inferences

Retail

Experience

Program Concept

Answering Types and forms Documentation Of examples

Case Studies

Program

Proposal

Design Derivation Brand Decoding References

Data Drawings Descriptions

Final Conclusion Issues dealt through the study.

Answering initial hypothesis.

Drawbacks, Findings, Failures.

Summarizing the study and derivations.

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1.3 Brand Study

RAS (pronounced ‘ruh-us’), which means ‘essence’ or ‘happiness’ in Sanskrit, is a glorious amalgamation of these well-kept secrets with aromatherapy, designed to bring you the best in wellness and skincare.

Startup: RAS Luxury Oils Founders: Shubhika Jain and Sangeeta Jain Year it was founded: 2017 Where is it based: Raipur The problem it solves: The brand offers a range of therapeutic skincare and wellness products made from natural, plant-based ingredients.

Sector: Beauty & Wellness Funding raised: Bootstrapped Brand Ethos:

Transparent

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Responsible

Pure

Products

Ingredients

Face Oils Hair Oils Essential Oils Cold Pressed Oils Body Oils Face Mists Face Rollers Lip Balm Body Scrub Body Butter Hand Sanitizers

Sandalwood Saffron Kashmir Lavender Rosehip Jasmine Patchouli Peppermint Eucalyptus Sweet Orange Lemon Jojoba Moringa Hibiscus Tea Tree Rosemary Calendula Argan Pomegranate Hydrosols Lemongrass Geranium

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02 Precedent Study

Artwork: ‘Blue Lotus (2010)’ by Olivia Fraser, the art entails repetitive Indian motifs of lotuses and chakras.

[ rejou, Madhuban Resort & Spa ] [ O2 Spa, Courtyard by Marriott ] [ Spa La Vie by L’Occitane ] [ Kama Experiences by Kama Ayurveda ] [ Comparative Analysis ] [ Inferences ]

2.1 rejou, Madhuban Resort & Spa

Address: Madhubhan Resort & Spa, Anand Sojitra Road, Anand 388120 Area: 13,000sq.ft Capacity: 34 Customers Staff: 30 (24 Therapists) Servicies: Body Scrubs, Nathurotherapy, MeditatedBaths, Facials, Massages, Body Wraps.

The spa is located within the Madhuban Resorts, 2 kilometers from Vallabh Vidyanagar Train Station, on Anand – Sojitra Road. The spa is located at the south end of the resort, with the entry facing north, amidst lush greens and water bodies.

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PLAN

The spa opens to a centralized Reception and Waiting Area that accommodates up to 13 visitors. The space then bifurcates to Salon, Pantry, Washroom and Serving Area.

Further are two passages that leads to a water-body that acts as a focal point (all the therapy rooms are around the water-body) as well as an agent of microclimate that masks all the other sounds outside the therapy rooms.

The therapy area consists of total 13 rooms, which includes; 3 Single’s Massage Rooms, 3 Couple’s Massage Rooms, 2 Shirodhara Rooms, Meditation Room, Staff Room and Spa Office.

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• Ample Circulation Space.

• Textures.

• Dimlighting

PLAN

Amenities: Basin Plug Points (For Hot Plate, Oil Warmer) Automatic Room Freshener Aroma Burner Central Music Manager Fire Extinguisher Emergency Light Smoke Detector Water Sprinklers

Furniture: 2 Bed Storage (For Disposables) Seating Storage (For Customer) Locker (For Customer) Stool (For Therapist)

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2.2 O2 SPA, Courtyard by Marriot

WATERBODY

GYM SPA

LIFTS

Address: Courtyard by Marriott Hotel, Surya Prakash Complex, Ramdevnagar Cross Road, Satellite Rd, ISCON Temple, Ahmedabad, Gujarat 380015 Area: 1200sq.ft Capacity: 12 Customers Staff: 13 Servicies: Body Scrubs, Manicure-Pedicures, Facials, Body Wraps, Massages.

RECEPTION LOBBY

KEY PLAN (First Floor)

O2 Spa is the largest day Spa chain in Asia.

The spa is located on the 1st floor. Adjacent to the gym

The spa accommodates 6 Single Therapy Rooms, each room has a shower cubicle. The spa also has a Manicure-Pedicure Area that accommodates 6 customers at a time.

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PLAN

The salon seats are divided using sheer curtains. The passage has Granite Slabs and pebbles that gives earthy feel. The design follows the general concept of O2 Spas i.e. Brass Accents, Leather Upholstery, Wooden and Natural Stone flooring. Interiors of therapy rooms are comparatively darker and each room has same spatial organisation just different colours.

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2.3 Spa la Vie by L’Occitane

Address: Lodha Bellissima, Apollo Mills Compound, Adjacent to, NM Joshi Marg, Shastri Nagar, Lower Parel, Mumbai, Maharashtra 400011 Area: 8,000sq.ft Capacity: 16 Customers Staff: 15 Servicies: Foot Treatments, Ayurvedic Treatments, Face and Hair Treatments, Body Wraps, Massages SPA

LODHA BELLISSIMO SITE PLAN

L’Occitane is one of the world’s foremost premium brands of natural beauty products. Spa la Vie by L’Occitane is a luxurious Mediterranean themed spa, located amidst the bustle of South Mumbai in Lower Parel.

The spa is divided on two floors, the Ground Floor has a Salon which includes hair-cutting, styling, washing and nail art and a Manicure-Pedicure area and the First Floor has 3 Single’s and 2 Couple’s Therapy Rooms, An Ayurveda Room and Hammam Facility,

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GROUND FLOOR PLAN

FIRST FLOOR PLAN

The Ground Floor consists of all the service and staff areas; Reception, Electric Room, Staff Room, Pantry, Storage and Spa Office.

The reception has a double-height volume which gives a luxurious feel to the space. And the Reception desk is cladded with natural stone with a complimenting natural stone flooring. The reception then leads to the waiting lounge that faces a display unit.

The manicure-pedicure seats are divided using sheer curtain and wooden jaili and the seats are upholstered with tan leather which forms a wholesome Mediterranean environment.

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The First Floor includes; Verdon (Single), Shea (Single), Angelica (Single), Almond (Couple), Immortelle (Couple), Hammam, Tulsi (Ayurveda) Therapy Rooms and washroom for customers.

Each Therapy Room has a Bathtub, Shower Cubicle and Sauna. The passage outside the therapy rooms has wooden ceiling where as the false ceiling inside the rooms have textured gypsum ceiling that gives depth to the space.

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2.4 Kama Experience (Remote Study)

Address: Shop no. G-035, Ground floor, Ambience Mall, Gurugram, Haryana.

Area: 800sq.ft Capacity: 4 Customers Servicies: Ayurvedic Consultation, Foot Rituals, Face Rituals, Hair Rituals, Massages.

Kama Ayurveda is an Indian brand creating Ayurvedic products. Founded in Delhi, India in 2002, Kama Ayurveda has sought to bring authentic beauty and wellness to the world, globally promoting the message of Ayurveda .

With 47 standalone stores in over 20 cities, the brand has focused on sharing the benefits and triumphs of Ayurveda. Now, they’re diving headfirst into their raison d’etre—self-care—by offering patrons the chance to try the products in a relaxing space.

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The store not only houses all of the brand’s bestsellers, from the Kumkumadi Miraculous Beauty Fluid to the Bringhadi Intensive Hair Treatment, but also lets you try them out in a peaceful setting.

The store is a linear space, with retail at the entrance and experience at the rear end. The ratio of Retail to Experience is roughly 40:60.

PLAN

RETAIL

EXPERIENCE

Rooted from traditional aesthetics and a contemporary approach, their brand identity transforms into a white color palette with brass accents, caning, walnut wood finishes and moldings that crown furniture and space corners.

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13,000sq.ft

1200sq.ft

8000sq.ft

Secondary (Inside a Resort)

Secondary (Inside a Hotel)

Primary (Standalone)

Peripheral

Sideways

Two Floors

800sq.ft

Secondary (Inside a Mall)

Capacity

Layout

Approach

Colour Palette

Area

2.5 Comparative Analysis

Customer: 34 Therapist: 24 Staff: 06

Customer: 12 Therapist: 10 Staff: 03

Customer: 16 Therapist: 10 Staff: 04

Linear

Customer: 04 Therapist: 03 Staff: 02

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2.6 Inferences TEXTURE The spaces should be rich in terms of textures, which are relaxing in sight.

CIRCULATION There should be ample area for customer and therapist.

VISUALS The space should create an ambience which relaxes the customer.

COLORS Wall colors should be muted and light, meanwhile the lighting in the room should be dark.

ACOUSTICS Acoustics or microclimate should be incorporated to make sure no direct sound enters or exits the therapy room.

SOUND A sub-topic of acoustics, services like central music manager should be provided.

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03 Site Artwork: ‘Cross-section of Nathdwara Temple Map’ by Pooja Singhal, Pichvai – Tradition and Beyond.

[ Introduction ] [ Justification ] [ Site Analysis ] [ Contextual Study ] [ Site Drawings ]

3.1 Site Introduction

SHILP AARON y o u r

o w n

b u s i n e s s

a r e n a

Address: A-604, 204, Sarkhej - Gandhinagar Highway, Shilp-3, Bodakdev, Ahmedabad, Gujarat.

Shilp Aaron is an exclusive business avenue on the most upbeat commercial vistas of Ahmedabad.

Shilp Aaron is located in one of the most happening commercial avenues of the city and on one of the busiest cross roads on the S.G.Road.

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3.2 Site Analysis

SUNPATH

SITE PLAN

The selected space is on the west of the building, i.e. Units 04 and 05 on the Ground Floor and units 104 and 105 on the first floor. The Faรงade of the site looks towards north, which is visible from the primary highway.

The site is surrounded among big names (brands, food chains, boutiques, etc., making it a prime location There are two parking areas for the building, one in the immediate front and another in the basement.

KEY PLAN

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PRIME LOCATION The site resides among big names, from restaurants to clothing brands; likes of 1944 by Havmor, Ekaya Banaras, and more.

FACADE

ELEVATION

OPENINGS/ ORIENTATION

The site offers an ample amount of space for branding (façade) which is easily visible from the adjacent lanes.

S.F.L.

SIGNAGE

F.F.L.

P.L.

G.L.

SECTION PLAN

The façade faces the north, and other openings – west. Hence, allowing evening mild natural light into the void.

SINGLE ENTRY The site allows only one entry into the space, which constraints the functional requirements.

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Area: 580 Sq.Mt. Openings: North

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Area: 520 Sq.Mt.

Openings: North West

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04 Design Program Artwork: ‘Chakra (2015)’ by Olivia Fraser, from the collection – ‘Secret Garden’

[ User Client Brief ] [ Spatial Requirements ]

4.1 User Client Brief BRAND

RAS Luxury Oils offers a range of therapeutic skincare and wellness products made from natural, plantbased ingredients.

METHODOLOGY The brand at it’s core stands for Luxury, hence, the said Experience Centre should be the physical manifestation of the brand’s ideology and ethos.

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FUNCTION To design an immersive space for customers to experience each and every product of the said brand.

USER

20-60 Y/O.

65% 35%

HOURS The peak hours in a similar set-up are witnessed between noon and evening.

AREA The Experience Centre will accommodate all the activities within the 1,100 sq.mt. envelope of the chosen unit of the chosen complex.

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4.2 Spatial Requirements REQUIRE -MENTS

ADDIT -IONAL

Washrooms Reception + Waiting Display Pantry Electric Room Office

PRODUCTS

Juice Bar Consultation Workshops

TRAFFIC Customers: 11 (Therapy) 20 (Event)

3 Therapy Rooms 7 Salon Seats

Therapists: 10 Staff: Housekeeping: 05 Receptionist: 04

(The spaces are categorized as per the access, i.e. Private Access or Public Access.)

ACTIVITY FLOW

sq.m

SPATIAL REQUIREMENT

All Quantities mentioned in the above table are in sq.mt.

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Artwork: ‘Rtu Chakra’ the cycle of seasons, is understood as the reassertion of Time and Truth; it is the physical manifestation of Rta, the sacred, cosmic order of things.

05 Design Concept [ Design Foreword ] [ Design Approach ]

5.1 Design Foreword The overall experience of a customer is comparable to the unboxing of the brand’s product, the façade is the box that ignites curiosity to what’s further, the ground floor is – taking out the product, the branding, aesthetics and ambience, and the first floor, finally is trying out the product - the Experience Centre where the customers can try out products of their choosing in the way they want.

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LUXURY OPULENCE

“

The brand subtitle says ‘LUXURY’, which itself hints the quality and price of their products and the core essence of the brand.

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ORGANIC SUSTAINABLE

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RESPONSIBLE – one of the brand ethos to leave a minimal carbon footprint and providing their customers pure, unaltered nature to nurture, FARM TO FACE.

“

“

“

The brand being based in Raipur, delves on AUTHENTICITY and follows general INDIAN-ish aesthetics from logo to packaging.

INDIAN AUTHENTIC

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stop and smell the sandalwood LUXURY OPULENCE

INDIAN AUTHENTIC

ORGANIC SUSTAINABLE

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5.2 Design Approach

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An impactful façade that reels in a customer to enter the space out of curiosity or interest.

The ground floor is the second stage of the story. A customer opens to a welcoming threshold and a water-body. The ground floor is the visual representation of what ‘RAS’ stands for and it’s beliefs.

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The first floor is the experience centre and the final stage. A calm yet vibrant space like an abstract of ‘RAS’ and it’s products.

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06 Design Proposal

Artwork: ‘ Sri Yantra ’, Sri means wealth and yantra means instrument. It is the mother of all Yantras and a symbol of our entire cosmos. It is a mathematically rigid design and is designed with the Golden Proportion or pi ratio.

[ Spatial Organization ] [ Furniture Layouts ] [ Flooring Layouts ] [ Reflected Ceiling & Electrical Layouts ] [ Sections ] [ Material & Colour Palettes ] [ 3D Views ] [ Therapy Rooms ] [ Furniture & Interior Elements ]

6.1 Spatial Organization

The ground floor consists of two main types of spaces, one with public access and other which only staff can access.

The space begins as whole for a grand entrance and then bifurcates into the two.

The first floor consists of three main types of spaces, open, closed and therapy space.

The spa-like setup starts with a reception area (an open space) from then one enters into an enclosed area which still is accessible by customer, which terminates to the private therapy rooms.

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PRIVATE/STAFF AREA PUBLIC AREA

THERAPY ROOMS PRIVATE/STAFF AREA

PUBLIC AREA

Waterbody

On First Floor, the water body creates a micro-climate, masking all the sounds outside the treatment rooms and an overall better acoustic ambience.

The water body on Ground Floor forms the focal point of the Reception Area and all other activities at its tangents.

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LUXURY OPULENCE

arched openings arched ornamentation

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INDIAN AUTHENTIC

patterns motifs

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‘kesar’ – the juice bar

GRANITE CLADDING RUNS ALONG THE THICKNESS OF BAR TOP ALL OVER THE BAR

BACK-LIT BRASS SIGNAGE

GRAY GRANITE BAR TOP

BRASS BAR COUNTER SKIRTING

GRANITE STRIP FLOORING ALONG BAR PERIPHERY

godhra charcoal gray granite

The idea for the Juice Bar is to make a dark subdued space with only indirect lighting, a redefined take on the typical juice kiosks seen otherwise.

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brass sheet lase-cut signage

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6.2.5 3D Views

The display has a gallery-like setup, where each product is displayed individually on a granite-cladded unit.

There are panels behind each unit with informative and instructive branding.

The gallery is completed with long benches to sit on and study the products closely.

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The natural light inlet can be controlled by adjusting the angles of the louvers to get the desired illumination in the space.

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GROUND FLOOR

FIRST FLOOR

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DHRANGADHRA SANDSTONE

AMBAJI MARBLE

GODHRA GRANITE

CANE

locally sourced materials

ORGANIC SUSTAINABLE

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6.3 Therapy Rooms The products of ‘RAS’ consist of natural ingredients such as flowers, and other parts of plants. These said plants are found in different seasons. Hence, the rooms are named after seasons, Basant (Spring), Sharad (Autumn), Shishir (Winter) and Barsha (Monsoon). So, when a customer selects the product they want to try, according to the ingredients found in that product their location of therapy is decided.

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Conclusion

उपसंहार

The study was an attempt to bring light on a brand retailing only online by presenting it in an altered retail strategy of ‘Brand Experience’. An immersive space that stands on the brand ethos and beliefs.

The study focused on products the brand offers and it’s usage and providing a relaxing space for one to try and experience the product with the help of a professional.

The final outcome was a result of exhaustive dissection of the brand, its products, the ingredients of said products, making the designed space a physical manifestation of the brand itself.

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References Design Principles of Spa Areas in Accommodation Facilities - Burcu Pehlivanoglu, 2012 Titiksha Mehta, Naina Hussain, Raw Mango – Human Figures http://www.spatradeinternational.com/ https://www.rasluxuryoils.com/ https://yourstory.com/tag/ras-luxury-oils http://www.madhubhanresortandspa.com/spa.php https://www.o2spa.org/ https://www.vogue.in/content/mumbais-new-de-stressing-destination https://lbb.in/mumbai/indulge-in-luxurious-spa-in-49b44c/

https://lbb.in/delhi/kama-ayurveda-experience-centre/ http://www.aaroninfra.com/shilp-aaron.html http://visualact.in/Project-Detail/52991549784407 Human Dimension and Interior Space: A Source Book of Design Reference Standards by Julius Panero, Martin Zelnick https://usenaturalstone.org/top-five-reasons-natural-stone-sustainablechoice-home/ https://www.thelifestyle-files.com/design-with-care-the-basics-ofsustainable-eco-friendly-interior-design/ https://www.europeanceo.com/lifestyle/sustainable-methods-and-localmaterials-are-replacing-exoticism-in-interior-design/ https://parogoodearth.com/sutradhar/rtu-chakra-the-cycle-of-seasons/ https://www.pichvaitraditionandbeyond.in/

www.oliviafraser.com https://www.architecturaldigest.in/content/jehangir-art-gallery-mumbaicharan-sharmas/

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