Enriching Experiences
The Blue Bath Gallery in New Delhi goes beyond mere showcasing of products by improving the consumer buying experience through concept-based displays and mock-ups while creating a luxury aura, writes Mrinmoy Dey
The Blue Bath Gallery, located at F Block, Okhla Phase I in New Delhi, has been able to create a luxury aura while improving the buying experience for its customers. The product portfolio includes faucets, sanitaryware, surfaces, accessories, wellness and spa products, piping, and allied products from various luxury brands across the globe.
Talking about the new flagship experience centre, S. P. Singh, Partner, Blue Bath Gallery shares, “With over 25 years of expertise in the bathroom products industry, we are propelled by continuous innovation, brand launches, and exploring new market avenues. The aim behind this showroom was to offer customers a comprehensive retail experience. Our gallery features multiple mock-ups that reflect each brand’s essence, encouraging interaction and exploration.”
He further informs that the showroom showcases products from luxury bathware brands from around the world including Antoniolupi, Aquaelite, Coalbrook, Dornbracht, Duravit, Falper, Geberit, Glass Design, GSG Ceramic Design, Hansgrohe, Jorger, Kan-therm, Keuco, Kreoo, Lefroy Brooks, Maison Valentina, Salvatori, Scarabeo, Schell, Sternhagen, Terzofoco, THG Paris, Viega, White Ceramic and Woven Gold.
S. P. Singh
Partner, Blue Bath Gallery
“Collaborating with the brands, we effectively engage with customers through presentations, brainstorming sessions, and brand manuals, exploring endless possibilities. This is in addition to the mock-ups and live areas which serve as inspirations offering the visitors ideas.”
The Design Intent
Creating a luxury aura was the guiding factor while designing the showroom. The showroom is designed by Delhi-based design firm Design Consortia headed by architects Sumit Malik and Rohhit Garg. Talking about the brief, Govind Kumar Goel, Partner, Blue Bath Gallery informs, “The collaborative design decision was to display various international brands under one roof, moving away from the traditional showroom feel to create a calming and inviting space. We aimed to create an environment stimulating all senses, offering visitors ample space to interact and engage with our products.”
Explaining how that was achieved, he asserts, “Consumer experience is paramount, focusing on how customers connect with various brands. The bathroom gallery space allows consumers to imagine the products in their private spaces. Our concept embodies innovation and dynamism, reflecting the psychological connection to private bathroom spaces and emphasising spirituality, fluidity, and rejuvenation.”
Design, Layout and Zoning
The showroom’s layout is meticulously designed to showcase diverse functions and brands, guiding consumers through various interactive spaces. From the vibrant entrance to the bathroom gallery, live shower experience area, and surfaces section, each area is crafted to inspire creativity and spark the imagination. “We’ve created distinct zones to cater to both first-time customers and those seeking a deeper, more immersive experience. The design emphasizes flexibility, choice, and a calming, inviting atmosphere,” shares Goel.
Muted tones and minimalist aesthetics reflect one’s psychological connection to private spaces, inviting customers to explore freely. The central area is an interactive space with a halt within the long layout. “We also incorporated a Surface Gallery for customers to interact with different surfaces and envision these designs in their homes. Greenery and styling elements enhance the space, making it welcoming and inspiring.”
According to Singh, the highlight of the showroom is the Gallery spaces, designed to offer a comprehensive experience. “We created 11 distinct bathroom spaces, each reflecting a different concept and mood, styled with sensitivity and detail.”
The colour scheme is minimalistic, allowing the products to take centre stage. “It’s about immersing customers in the endless possibilities of bathroom design. The designer incorporated splashes of blue to enliven the space, with subtle elements like glass screens, textures, lighting, greenery, and varied partition heights to demarcate different sections,” shares Goel.
Lighting plays a crucial role, with a layered system balancing mood lighting with functional and decorative elements to enhance the products. A flexible light arrangement through a wooden exposed grid system allows for endless possibilities for future installations.
Govind Kumar Goel
Partner, Blue Bath Gallery
“It’s about immersing customers in the endless possibilities of bathroom design. The designer incorporated splashes of blue to enliven the space, with subtle elements like glass screens, textures, lighting, greenery, and varied partition heights to demarcate different sections.”
Enhancing Buying Experience
Sharing details about how the showroom facilitates buyers to make an informed decision, Singh adds, “Collaborating with the brands, we effectively engage with customers through presentations, brainstorming sessions, and brand manuals, exploring endless possibilities. This is in addition to the mock-ups and live areas which serve as inspirations offering the visitors ideas.”
He further adds that by embracing the digital revolution, the showroom is working to provide an enriching virtual retail experience with interactive sales communications through digital channels. “That platform will allow customers to experience their bathroom designs before the work begins.”
Talking about the potential of premium and luxury bathware brands in the market, Goel opines, “The market for premium brands is rapidly expanding, with even small urban homes embracing global brands thanks to technological exposure and a younger generation exploring new possibilities. Sustainability is a key factor in evolving bathroom designs, and we are dedicated to offering environmentally friendly options that maintain a luxurious and premium appearance.”