The panelists examined how design, experience, and customer centricity are increasingly shaping the luxury real estate market. This session on ‘Experience is the New Luxury: Building Brand Trust Through Design’ was moderated by Tushar Mistry (Principal Architect, Tushar Mistry Design Studio) with a panel comprising Bhavik Bhandari (CSMO, Ashwin Sheth Group), Kshitij Limaye (Co-Founder & Managing Director, KBNK Design Build Pvt. Ltd), Ram Raheja (Managing Director, S Raheja Realty), Aayushi Ashar (Director, Ashar Group).
The discussion opened with a deep dive into the impact of experience centers on buyer decisions. Panelists agreed that while digital renders and brochures remain useful, they cannot fully replicate the sensory and emotional connection that physical immersion offers. Transforming a fully built luxury apartment into an experience center allows prospective buyers to “live” the product walking through lobbies, using elevators, and exploring furnished rooms. This tangible interaction reduces uncertainty, showcases build quality and finishes, and creates a level of emotional investment that makes decision-making faster and more confident.
The role of advisory and mandate firms was another focus area. These specialized firms can rapidly scale sales for developers, particularly for smaller or mid-sized players without large in-house teams. Working on a success basis, they provide market intelligence, assist in product development, guide pricing strategies, and ensure design and amenities align with buyer expectations. For larger, established developers with in-house sales and marketing divisions, such firms play a more limited role—primarily offering support during specific projects. Post-pandemic, their influence has decreased in certain segments, but for new entrants or developers in competitive micro-markets, their involvement can still be pivotal in establishing credibility and reach.
When it comes to non-negotiable elements in experience centers, the panel emphasized translating abstract concepts and technical data into sensory-rich, real-life experiences. Lighting, textures, smells, and sounds work together to create a memorable environment, while clear visual and tactile cues help buyers understand exactly what they are purchasing. Emotional resonance allowing buyers to picture themselves living in the space—was identified as a key differentiator in crowded luxury markets. Such immersive setups not only accelerate decision-making but also strengthen brand positioning by demonstrating attention to detail and customer care.
The conversation then turned to market study and briefing for designers, where panelists underlined the importance of data-driven design over intuition alone. A comprehensive understanding of micro-market trends both historical (past 3–5 years) and projected (next 3–7 years)—provides essential context. Evaluating how a project will impact the surrounding urban environment is equally important; for example, introducing mixed-use developments that enhance walk-to-work culture or creating modern high streets to reduce traffic congestion. Designing from the “inside out” was highlighted as best practice, where room sizes, dimensions, and functional flow are finalized before aesthetic elements are layered in. This ensures that projects meet both practical and emotional needs of buyers.
Measuring ROI on experience centers emerged as another important discussion point. Return on investment varies based on project location, scale, and pricing segment. In ultra-luxury markets with low-volume, high-ticket sales, an experience center may function more as a brand statement than a sales driver. In mid- to upper-mid markets with high-volume sales, the ROI is more direct measured by conversion rates and the volume of transactions handled. While some luxury properties sell out based on location and floor plans alone, a strong developer reputation is usually the deciding factor in such cases. Where physical centers are not feasible due to space or budget constraints, virtual reality has become a valuable tool for creating immersive, interactive walkthroughs that still convey design intent and quality.
The session concluded with a shared recognition that experience is becoming as important as the product itself in the luxury segment. Well-designed experience centers, informed by market data and executed with sensory and emotional depth, can elevate a brand’s credibility, strengthen buyer trust, and drive faster, more confident purchase decisions. The future of luxury real estate will likely belong to those who blend exceptional design with customer-first experiences that speak directly to both the heart and the mind.
