Retail Design is a Co-Creation

Juhi Santani
Mar 22
2 min read

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Imagining what a brand should look like at retail is an engaged process between a brand and a retail design consultant.

There’s a common misconception in our industry: That a designer walks into a room, waves their creative wand, and out comes a brilliant, finished design.

Reality check?

Design—especially retail design—isn’t a solo performance.

It’s a duet.

It’s the result of co-creation between the brand and the designer, each bringing their expertise, passion, and perspective to the table.

The Myth of the Lone Genius

Designers are often seen as the ‘idea people’—the ones with vision, flair, and an eye for what’s “on trend.”

Brands, on the other hand, are seen as the ones who approve or veto ideas, set budgets, and sign off.

But here’s what 25+ years in the business have taught me:

The best store designs are born when the brand and designer treat each other as equal collaborators, not as service provider and client.

When Design Becomes a Conversation

Every founder has a vision, and a dream for how their space should feel.

Every brand has a story and a personality.

Every designer brings the tools to translate that story into spatial experiences that connect with people.

Co-creation happens when:

The brand shares not just a brief, but a vision.
The designer listens deeply and challenges ideas constructively.
Both sides respect each other’s expertise—founders & brand teams know their audience; designers know how to shape environments that speak to them.

One of Our Favourite Collaborations…

Recently, we have been working with an online-first home decor brand launching their first store. Their identity is rooted in bringing a global, European aesthetic to a young, millennial Indian audience.

Instead of handing over a rigid brief, the founders invited us to co-create—sharing what inspired them, who their customers were, and what emotions they wanted the space to evoke.

We didn’t just design the store—we crafted it together.

The result?

A space that feels authentic to the brand’s roots while giving customers a fresh, immersive experience.

Understanding the merch and translating into a zoning layout calls for a partnership between a brand and a retail design team.

When Brands and Designers Collaborate, Magic Happens

Here’s why co-creation leads to better design outcomes:

The brand feels ownership of the space because their DNA is embedded in it.
The designer feels empowered to push boundaries, knowing the brand has their back.
The customer walks into a space that feels genuine, intentional, and alive.