ASDS - Suppliers of Ideas & Impulses


Kathiwada, Madhya Pradesh Retail

STACK is a concept we proposed a few years ago for a community space, placed within the lawns of the Kathiwada Palace.

The studio has been interested in repurposing shipping containers towards retail and experiential formats. Having explored independent living spaces, a leisure development was imagined for a real estate developer. The combination of 20.0′ and 40.0′ high cube shipping containers were stacked and organised to create retail, restaurant and pop up spaces. Having 2 levels, the upper deck included independent restaurants with sit outs on the deck. The mirco architecture provides interesting scale through the orientation of containers.


Environmental Design  , Identity  , Nomenclature  , Packaging  , Space
Indigo Deli, Mumbai Hospitality

Branding concept for a Deli. As the objective was to create a highly distinctive identity, the name ‘Booyah’ was suggested as it is a term used to express joy or triumph, within the urban youth culture. The graphic language uses a fresh colour palette with geometric line forms for the logo and icon graphics. The container emerging from an exclamation mark adds a sense of weight and excitement to the logo unit. The visual language then carries itself forward through the entire space via environmental graphics, interiors and furniture design.

Transit Food Lounge

Environmental Design  , Identity  , Industrial Design  , Space
Bengaluru Hospitality

Forum Mall Bangalore was the first mall to come up in Bengaluru and the foot court was the first of its kind. With a footprint of 20,000 sq.ft, the challenge was to maximise seating and provide 8-10 kitchens. The mall program had retail spaces on the ground, 1st and 2nd levels and the cinema screens on the 3rd and 4th levels. The food court was positioned perfectly on the 2nd level, which was the idea behind the name `Transit’.

The visual identity borrows from the design language that’s common at airports. The planning of the food court placed all the kitchens within full vision of the customer and all back end services, material handling and movement spaces were neatly organised. The tables were specially designed in all aluminium and the glass tops were embedded with digital prints. Each print had a unique quote by a famous artist, designer and writer suggesting the idea of `food for thought’.  Transit Food Lounge was a commercial success and the concept has multiplied to different locations across India. 

Galaxy Mall

Signage  , Space
Galaxy Mall, Bengaluru Retail

Galaxy Cinema was a yesteryear cinema in Bengaluru which was being repurposed as a shopping mall. The visual identity became the starting point; a galaxy formation without a defined form. The fonts became forms offering positive and negative openings which led to the beginning of a visual language. The idea was carried forward by designing a perforated skin panel system for the proposed building. The grid allowed for both fixed and openable panels which was likened to the mall being both, an introvert and an extrovert, opening only the parts that needed to be revealed. The distance between the screens and the actual wall structure allowed for placing soft coloured dynamic lighting giving the architecture a distinctive look at night. The interior design referenced museum interiors by minimising elements and bringing the focus towards retail. A retail program was proposed to ensure that the product category and brand adjacencies complimented the architecture. 

Embassy Springs Design Centre

Environmental Design  , Space
Embassy Group, Bengaluru Real Estate

We designed an experience center for a real estate development of 300 acres in North Bangalore for the Embassy Group. The project is called Embassy Springs. Having designed the visual identity and the graphic language for the project, we extended the brand experience in space. The information was organised to explain the project plan and features. The information included overall development plans, locations, amenities, architecture, sustainability design, landscape design, and the club house.

The exhibition structure was designed by us using corrugated paper. All the structures were made by folding corrugated panels with the information directly printed on them. This even included the master plan that is mounted on the wall. The design also extended into internal signage. The choice of paper was made to allow for revisions in organising new information, as all the units are modular and this decision also lowered the cost of implementation

AGL Mall

Communication  , Environmental Design  , Industrial Design  , Nomenclature  , Signage  , Space
Anantraj Global Ltd, Delhi Retail

MOMENTS is a mall based in Delhi. The client wanted to reformat the mall with a new extension of both, an additional building and a new floor on the existing building. The challenge was to integrate the old with the new. Since it wasn’t possible to strip down the previous structures, a metal panel cladding system was proposed. The simple box that was proposed would stand in stark contrast to the mixed architecture styles around Delhi. It would herald a new spirit for the mall that was fresh, contemporary and bold. 

Toranagallu Station

Environmental Design  , Industrial Design  , Space
TNGL, Toranagallu Transportation

Jindal Steel Works (JSW) has it’s primary production unit in Vidyanagar. They produce all their steel within this large factory plant and also have a community living within a township developed by them. 

Torangellu Railway Station is the closest station to get to the JSW Plant. JSW approached us to make a proposal of redesigning the railway station. Since JSW produces coloured corruaged sheets for outdoor roofing and structure applicatons-we proposed a concept where the functions of the station-station master cabin, cargo room, resting room, retail and a few others were proposed as factory produced modules made by JSW.

These will be delivered in component form and assembled on the platform. The design intent was to produce these as a kit, which would give the railway authority a guideline of being able to replicate this design in other locations and at the same time it becomes a good context to establish JSW. 

Paris Café

Environmental Design  , Identity  , Industrial Design  , Space
Abin Design Studio, Kolkata Hospitality

A graphic and space identity that we designed for an architect in Kolkata. Inspired by contemporary French artists, geometry and colour are the basic constructs of the graphic language. The abstract compositions are also reminiscent of Art Deco, a style of modern art that was manifested in Paris. The colour palette pays homage to the French flag, and combined with stripes recalls the quintessential French piece of clothing – The Breton Shirt.

Kaya Skin Care

Environmental Design  , Space
Kaya Skin Care, Mumbai Skin Care

Space design for a retail format. Kaya Skin care, a chain of popular dermatology and beauty consultants, developed a retail format called ‘Kaya Skin Bar.’ The idea of clean and flawless skin is represented in the minimal and airy aesthetic that ’s created from this design.

Roca Retail Store

Industrial Design  , Space
ROCA, Spain Retail

ROCA from Spain approched us to design their flagship store in Mumbai. The intent was to take bath, sanitary and hardware fixtures and present them as well designed, industrial design forms. Framed structures called ‘Gridlocks’ were designed that mimic a relatable scale of bath spaces. The Gridlock frames of varying dimensions were placed strategically to present each collection and tell a story. The space was designed to be neutral with no emphasis on colour to retain focus towards the products on display. 


Carbon, Mumbai Retail

The brand ‘Carbon’ wished to propose a retail concept that was edgy and smart. This particular store was the 7th store and so the designers took an approach of tilting the structures to a degree of 7. In a small footprint, the display unit seams across the walls with pockets provided in a dynamic composition to display the merchandise. The choice of material for the display unit was metal which was prefabricated and assembled on site.


Environmental Design  , Industrial Design  , Space
Tata Cliq, Mumbai E Commerce

A 10,000 square foot office that was designed for Tata Cliq – a recent entrant in the e-commerce space. This simple concept takes the visual construct of their website and turns it into an art form by creating an abstract representation via environmental graphics. The graphics were hand-painted by artists who have worked on designing billboards for many years. Furniture like workstations and shelving systems were also designed as part of a holistic branding exercise.


Environmental Design  , Nomenclature  , Signage  , Space
Aerospace, Mumbai Hospitality

Aerospace is a food court located on a high podium level of a corporate tower in Mumbai.

The intent was to design the space as an area which facilitates the exchange of ideas and meaningful interactions in an otherwise static environment. It serves up information related to global affairs, business, news, art, design, food, travel, and culture whilst enjoying the short breaks of dining. We used QR-codes as a graphic form used within the space as well as a digital channel to transport users to interesting websites by simply scanning the table tops.

Via South

Environmental Design  , Identity  , Nomenclature  , Space
Via South, Chennai Hospitality

Via South diner is the first branded food court in the city of Chennai. ASDS conceptualized the space keeping in mind the context, location and the audience they were catering to. On the outset, it was important that the brand have character and a visual look that was totally unique. The identity is derived from the excessive southern styled living and the tagline pays homage to a famous song from this region. The visual language uses a pixelated form of  the traditional Kolam pattern to give the environment a little flair.


Communication  , Identity  , Space
Government of India, Mumbai Handicrafts

The Indian government wanted to create a format that promotes local handicrafts to a new-age audience for the welfare of rural artisans. The identity that we proposed injects energy with its bold and contemporary design which was also evident in our radical kiosk design.