Asian Paints has launched Beautiful Homes Studio in Surat, marking a new chapter in luxury décor for the dynamic city. Renowned for its hallmark innovation and ability to transform spaces into inviting sanctuaries, Asian Paints has long been at the forefront of enhancing customer experiences. With this new studio, the pioneering paint brand reaffirms its commitment to redefining luxury furnishings and elevating the consumer journey in home décor.
The new Beautiful Homes Studio is the first in Gujarat and Asian Paints' third studio in India, aiming to serve as the gateway to the Western Indian market and transform the decor landscape in this region. Spanning approximately 13,000 square feet across three floors, the studio offers a unique blend of luxury and functionality to the vibrant city. It promises to enhance the standard of home decor through its diverse offerings and innovative in-store experiences. This distinguished studio provides discerning customers with an unparalleled experience in style and elegance, with over 2700 SKUs, including furniture, fabrics, rugs, bedding, wallpapers, blinds, fitted wardrobes, artifacts, and lighting.
Set to become a premier destination for home decor enthusiasts, the store features a wide array of high-quality products designed to transform spaces into elegant and inviting homes. Each category is meticulously curated to cater to customers' diverse tastes and preferences, ensuring that every home can be beautiful. The furniture selection features contemporary and classic designs, while the fabrics and rugs come in various textures and patterns to suit any interior style. The bedding and wallpapers add a touch of elegance and comfort, and the blinds and wardrobes offer style and practicality.
The Beautiful Homes Studio showcase an exquisite range of offerings designed to redefine luxury and style. The Luxe 3 Furniture collection blends timeless craftsmanship with global design, featuring statement pieces crafted from marble, leather, and exotic woods, offering bespoke elegance for refined living spaces. In fabrics, the Ador range introduces textured and patterned collections ideal for curtains and upholstery, while Pure Royale and The Pure Concept bring elegant and design-forward fabrics with features like Boucle embroidery, bamboo-based textiles, and signature linens. The studio also debuts INK 0.1, INK 0.2, and Pierre Frey wallpapers, showcasing handmade designs from Jaipur artisans and luxurious materials like jute, vinyl, and raw silk. Each addition exemplifies sophistication, functionality and artistic excellence.
The studio enhances customer engagement through innovative in-store experiences. A personalized digital journey allows customers to use tablets to explore products not on display and visualize them in their home settings. QR codes on bedding packaging provide access to detailed product videos, eliminating the need to open packages and keeping the shopping environment tidy. A centralized tablet system simplifies the selection of lighting solutions, making the process seamless and user-friendly. Additionally, the studio showcases unique regional art, creating a homely and personalized connection with local clientele.
Speaking on the new studio, Amit Syngle, MD and CEO Asian Paints Ltd. said, “Surat, with its vibrant entrepreneurial spirit and evolving lifestyle aspirations, emerges as a compelling choice for our first Beautiful Homes Studio in the state. This dynamic city harmoniously intersects tradition with modernity, and reflects an increasing demand for bespoke and sophisticated home décor solutions. With this launch, we aim to offer Surat’s discerning homeowners a curated selection of luxury furnishings and innovative in-store experiences. By introducing a comprehensive, one-stop destination for home décor excellence in Western India, we are not only redefining the aesthetics of living spaces but also delivering the delight of a seamless journey towards creating dream homes.”
