Enriching Experiences: Roca Display Studio, Hyderabad
The design intent of the Roca Display Studio in Hyderabad is to present chic, scattered spaces with a homely intimate undertone, to allow the user to take a freewheeling approach to move and connect to each space and experience all the products, writes Mrinmoy Dey
The location, design, lighting, and overall ambience of the Roca Display Studio in Hyderabad, designed by Chennai-based architectural firm Rain – Studio of Design, headed by architects Vamsi Krishna and Sriram Adithya, exudes a welcoming feeling that is so desired in an experience centre. Located at Kavuri Hills Serilingampally and spread across an area of 6000 sq. ft., the display centre showcases a wide array of bath fixtures by two leading power brands of RBPPL – Roca and Parryware. The display studio has an array of products and offerings including faucets, bathtubs, basins, WCs, showers, kitchen sinks, and bathroom furniture among others.
“This is the company’s 8th display studio in the country after Delhi NCR, Mumbai, Kochi, Lucknow, Chandigarh, Chennai and Bangalore. It will act as an experience centre for architects, dealer partners, designers and customers. This display studio will also have training sessions for channel partners and plumbing contractors. Given the affluent living standard and increased spending capacity, consumers in this region have a higher preference for premium bathroom products that prioritise technology and functionality,” informs KE Ranganathan, Managing Director, Roca Bathroom Products Pvt Ltd.
He further adds, “Built with an investment of approx. Rs 3 crore, the studio has been designed to provide customers access to complete information about the products and their functionality. Product videos and a dedicated studio manager will also be present to provide a complete walk-through and expert guidance as customers make their selections.”
The Ambience & Design Intent
Roca intended to create an ambience with design and innovation first which the company stands for. Roca is committed to design and innovation and has always been a reference point for innovative products and technology is design.
Ranganathan elaborates, “Roca collaborates with internationally renowned designers and architects to develop our products and collections. Some of the famous designers like Antonio Bullo, David Chipperfield are the pioneer designers of Roca products. Roca also draws instances from nature for its collection. The latest launch of Roca, the ONA collection is designed with a Mediterranean touch. We strategically placed brands Roca & Parryware in such a way the customer gets a wholesome product experience offered by our signature brands. We wanted to make sure the customer finds products that suit his/her taste in every category possible.”
Roca intended to create an ambience with design and innovation first which the company stands for. Roca is committed to design and innovation and has always been a reference point for innovative products and technology is design.
Ranganathan elaborates, “Roca collaborates with internationally renowned designers and architects to develop our products and collections. Some of the famous designers like Antonio Bullo, David Chipperfield are the pioneer designers of Roca products. Roca also draws instances from nature for its collection. The latest launch of Roca, the ONA collection is designed with a Mediterranean touch. We strategically placed brands Roca & Parryware in such a way the customer gets a wholesome product experience offered by our signature brands. We wanted to make sure the customer finds products that suit his/her taste in every category possible.”
The design intent was to present chic, scattered spaces with a homely intimate undertone, to allow the user to take a freewheeling approach to move and connect to each space and experience all the products. This idea of permeability has been the core idea behind the planning across the spaces. It has been carried through in the sleek design of the lattice-like display counters as well.
Arising from an idea to break away from stereotypical bulky furniture, the display furniture exhibiting Roca’s products was an outcome of a minimalistic approach to direct the focus on all the products. “It is constructed using stainless steel rods electroplated with copper and finished with a rose gold tint, to act as a dynamic element amidst a predominantly monochrome setting. The construction of the whole assembly is unique as it’s free of joints from any welding. The design serves as a prototype that can be easily expanded based on requirements,” shares Ranganathan.
To achieve the above-said objective, the designer duo travelled abroad to various signature Roca galleries across Barcelona, Shanghai and London to create a design which is in alignment with the Roca brand identity and international standards, and also to develop a design language unique to the Indian context.
The Layout
Explaining the zoning of the display centre, Ranganathan shares, “We have segmented this establishment into key pockets which have Sanware, Faucets, Wellness & Furniture area. Our signature Roca series of products such as Inspira, Beyond, Carmen are intentionally placed in the facade area in order to increase its visibility to the pedestrians as well.” He further adds that Sanware gets the centre stage in terms of the display area which displays Wash basins, Water closets and smart toilets.
“While you enter the studio and turn right you will find the Live faucet & shower display. Parallel to this you will be having the Parryware area where basins, WCs and faucets will be available as you walk along. At the end of the studio, you will have the kitchen sinks display followed by a training area for plumbers,” shares Ranganathan.
Talking about the live area, he adds, “We have displayed 350+ products to browse & 55+ products are fully live among 4 smart WC like Volt and 3 from In-wash series i.e. Georgia, Meridian & Inspira are fully live. Smart bath shower mixer, 5-way diverter with 6 body jets are live. The most premium Alba whirlpool is live, 7 different kind of ceiling mounted overhead shower including 15 hand showers & 15 Different mixers for kitchen & basin are also live.”
While the entire showroom is designed in a unique way that every corner fascinates but still the most admiring place is the walkway under the thousands of miniature basins hung over the ceiling in alluring wavelength. “The ceiling design element was conceptualised as an ode to celebrating one of Roca’s most loved designs. It is a miniature of the basin, from the Gap collection. Many of these elements have been strung together to create an iconic space, thereby presenting an opportunity for the viewer to experience it from a unique scale and perspective,” informs Ranganathan.
KE Ranganathan
Roca
“This is the company’s 8th display studio in the country after Delhi NCR, Mumbai, Kochi, Lucknow, Chandigarh, Chennai and Bangalore. It will act as an experience centre for architects, dealer partners, designers and customers.”
Enriching Buying Experience
The Roca brand universally applies a colour language in the shades of black, grey and white across many of its designs and spaces. “In this Hyderabad experience centre, we have presented this as the base in amalgamation with added vibrant earthy colours to present a contextual connection to the Indian palette.”
Since the objective of the space is to accentuate the products, the overall ambient lighting is kept quite muted. This is also achieved by the usage of darker material tones and only the products alone have been given focused lighting.
Talking about how Roca is improving the buying experience, Ranganathan shares, “Roca’s vision for studios is to give the best experience for selections of bathroom products. For meeting the same, we will be launching different experience corners in the studio. Although, as of now the company don’t have any fixed online or virtual tour, all eight studios are open and working under one platform called ‘’safe buy’’ where a client can come over online and the studios can take them on tour with each product. We started this when Covid-19 hit the state since then it’s working so well and under safe buy, we are getting 400+ enquiries in a month.”