In an era where physical retail is expected to work harder than ever, Designery, a Gurugram-based spatial design studio, presents a compelling case study in spatial storytelling with Aadiya, the first flagship store for the contemporary fine jewellery label. The store emerges in Gurugram’s Galleria Market on a spread of 200 sqft. as a spatial experience — one that feels sculpted, not built; discovered, not placed.
Project Name: Aadiya
Studio Name: Designery
Location: Galleria Market, Gurugram
Area(in sqft): 200sqft
Photographer: Vaibhav Bhatia
Aadiya’s vision was as clear as the stones it celebrates: to bring India’s precious gemstones into the contemporary fine jewellery language. But for founders Dhwani Tayal and Shantanu Aggarwal, the space had to do more than just display. From the very first conversation, the team knew that this project demanded what they design-play at best, it called for a nuanced approach to spatial storytelling, one that could communicate the brand’s identity to its consumers without overstating it.
“We were drawn to the metaphor of a gemstone emerging from rock — raw, powerful, and full of possibility,” shares Deeksha, founder of Designery. “That idea became the backbone of our design language. Every curve, every niche, every texture had to carry the weight of that transformation.” The result is a spatial story that unfolds deliberately, starting with the discovery of uncut stones and ending in the quiet allure of polished, delicate pieces — much like the journey of the brand itself. Inspired by the amber stone, often considered sacred and symbolic of the sun, the designers translated its duality of warmth and strength into spatial expression. A combination of soft cream tones and bold burnt orange accents strikes a balance between calm and charisma, creating a backdrop that lets the jewellery shine while infusing the space with identity.
Despite its modest size, the layout is anything but simple. While the eyes are drawn to the organic shelves hued in amber, the customers are first introduced to uncut pieces—a quiet provocation that builds curiosity and connection. Adjacent to this, a floating wall displays the season’s finest collection, guiding the gaze through soft, organic-shaped shelving.
At the centre lies an experiential wall featuring Hamsa motifs reflecting the Indian heritage and symbols of protection, also offering a gentle interruption to the geometry and inviting reflection. The spatial experience culminates at a sculptural wall of asymmetric, curved shelves. Inspired by the natural formations of gemstone extraction, this feature becomes both a functional display and a strong visual anchor; doubling up as a full height hidden stock storage to maximise space utilization . “The journey isn’t linear, but layered; deliberately designed to evoke emotion, engagement, and discovery,” reflects Co-founder Sushant Madan.
Designery’s ability to embed brand storytelling into space-making is evident in every detail. “This project wasn’t about squeezing function into 200 sq. ft.,” says Deeksha. “It was about building an immersive brand experience that moves with intention. With a label like Aadiya, where each piece carries a narrative, the space had to rise to that level of meaning.”
The design approach is rooted in consumer behaviour—considering how people perceive, move through, and interact with space and objects. From the layout to materiality, every element is curated to shape perception and purchasing behaviour in subtle, effective ways.
In the preliminary stages of design, Dhwani shared her philosophy behind everyday jewellery—a perspective that quite literally elevated the design of the display furniture. The furniture, too, supports this intent of approachability. Display shelves are positioned at eye level to promote intuitive interaction and comfort, reinforcing Aadiya’s belief that jewellery should be worn, not encased. The central counter acts as both a material and conceptual heart of the space. Crafted in the same sculptural language as the window displays, it features colour-blocked legs and a composite marble top—extending continuity across the spatial narrative.
Aadiya is part of a growing portfolio of small-format retail spaces where Designery explores the potential of immersive storytelling. Honing a voice that blends strategy and sensitivity—where form always follows meaning—this flagship project underscores the studio’s strength in crafting experiences that go beyond function and aesthetics. It reaffirms their belief that even the smallest spaces can carry deep narrative potential and further solidifies their approach to designing for consumer behaviour, creating touchpoints that are not just beautiful but also memorable and functional.
