concrete and steel textures shape showroom in india organized as a continuous loop

"The Loop by Studio DOT is an experience-led designed for The Wardrobe Company, a brand centered on flexibility, customization, and collaborative design processes. Located in Okhla, , the 3,700-sqft space is organized as a continuous circulation sequence that connects areas for discussion, making, and product exploration into a cohesive spatial narrative. Rather than functioning as a conventional display environment, the showroom is structured to support gradual discovery through movement, interaction, and pause."

"The plan is developed around a looping circulation path that links all programmatic elements without clear beginnings or ends. This organizational strategy allows visitors to move fluidly between zones for conversation, consultation, and product engagement while maintaining spatial continuity. The showroom brief emphasized the need for a space that operates as both a product environment and a platform for dialogue, where kitchens, wardrobes, and objects could be encountered as part of an integrated design process rather than a catalogue-style display."

The 3,700-sqft space is arranged as a continuous loop linking zones for discussion, making, and product exploration into a cohesive spatial narrative. Circulation functions as the primary organizing element, allowing fluid movement between conversation, consultation, and product engagement without clear beginnings or ends. The entrance at the lift lobby features a steel-clad wall with integrated branding that establishes the interior’s material and tonal language. Proportions, surface finishes, and controlled lighting create a restrained spatial character through detailing. The front zone houses an Idea Lab and Client Workshop with a micro-concrete stepped seating element, linear shelving for material samples, and stainless steel columns.

Read at designboom | architecture & design magazine