The new Dorby store in Thane challenges the conventional language of laminate retail, transforming what is traditionally a product-led showroom into an immersive environment for material exploration, interaction and exchange.
Project Name: Dorby Experience Center
Studio Name: The DesignBOX
Location: Thane, Maharashtra
Date of Completion: August 2024
Design Team: Shilpa Kabra, Rajat Kabra, Nishra Jadav
Photography Credits: Biju Gopal
Conceived by The DesignBOX, the store moves beyond the familiar paradigm of catalogues, samples and linear displays to create a spatial experience where laminates are not simply presented, but interpreted through furniture, architecture and everyday use.
At the heart of the concept is the idea of making the store dynamic and ever-evolving. Rather than treating laminates as flat surfaces confined to walls, cabinetry or sample panels, the design positions them as an expressive material capable of shaping furniture, forms and spatial experiences. Trend-driven furniture pieces become the primary medium through which visitors encounter the versatility of the material, while their periodic replacement allows the showroom to continually respond to emerging design sensibilities.
The double-height volume establishes a dramatic first impression. A curated laminate artwork installation rises towards the ceiling, exploiting the vertical scale of the space while creating a striking visual anchor at the entrance. This sculptural intervention immediately establishes the store as a design destination rather than a conventional retail outlet.
A neutral and timeless material palette forms the backdrop, allowing the laminates and furniture to command visual attention. The restrained setting also provides flexibility, enabling new furniture compositions and material combinations to be introduced without disrupting the overall spatial language. Metal, glass and wood are layered with laminates to demonstrate how the material can participate in sophisticated, high-end compositions.
One of the defining interventions is the ‘Design with Dorby’ limited-edition furniture series positioned at the entrance. Conceived exclusively using Dorby laminates, the collection explores distinctive forms, contemporary material combinations and unexpected applications. In doing so, it expands the perceived vocabulary of laminate from a functional finish into a versatile design element.
The store is organised around a series of ‘Design Pods’ rather than a predetermined circulation route. Discussion pods provide informal settings for architects, designers and clients to sit together, compare materials and develop ideas, while museum-style pods present experimental applications that demonstrate the material beyond conventional usage. This fluid zoning encourages discovery and gives visitors the freedom to navigate the store according to their interests.
Comfort and interaction are integral to the experience. Seating areas and interactive stations transform material selection from a transactional activity into a more relaxed process of discussion and exploration. At the rear, a coffee station further reinforces this sense of informality, creating a social node where conversations can continue over coffee and material decisions can evolve collaboratively.
A mezzanine adds another layer of flexibility to the programme, accommodating a back office alongside an open discussion area. Designed as a multi-purpose platform, it can host design talks, client presentations, material workshops and industry events, extending the store’s role beyond retail into a platform for design engagement and knowledge exchange.
The result is a showroom conceived less as a static catalogue in space and more as a living design laboratory. By combining adaptable furniture displays, immersive material applications, collaborative zones and flexible programming, the Dorby store proposes a new model for laminate retail: one where the material is experienced through context, atmosphere and possibility. It is a destination designed to inspire architects and designers while allowing end users to understand the breadth of what laminates can become.
