Design Studio by Oberoi Realty: Elevating Brand Engagement with Pioneering Experiences

Great design is driven by imagination, intention, and the ability to shape what lies ahead. It’s a process rooted in bold thinking and purposeful execution. True innovation begins when pioneers explore uncharted territory, to create experiences that don’t just meet expectations, but redefine them entirely. That’s design thinking at its boldest.

At Oberoi Realty, we believe in pioneering the extraordinary and that design should set us apart. A vision that constantly pushes us to challenge norms and think ahead of our time to create meaningful experiences in all spaces that we envision across verticals like residential, hospitality, retail, offices and social infrastructure. And we have been at the forefront of this futuristic revolution as we pioneered Experience Centres where we leverage Experiential Marketing to focus on engaging the customer into the vision of what we want to create in terms of spaces, engaging and enabling customers from the first contact to experience what it will feel like to be in a space designed by Oberoi Realty, be it a home, a grade-A office space, a premium mall, a luxury hotel or an international school.

Experiential Marketing further takes centre stage at Oberoi Realty with strong brand stories. Our projects are anchored in strong brand narratives. Oberoi Garden City Goregaon champions New Urbanism with its walkable neighbourhoods and integrated ecosystem. Forestville in Thane celebrates biophilic design and sustainability. Oberoi Garden City Thane brings to life the idea of homes within gardens, while Sky City in Borivali redefines urban living with a mall, clubhouse, and a 5-star hotel. Across each of these Experience Centres, the Show Apartment plays a key role by offering customers a Hi-Touch experience of their future home.

Experience centres give brands a chance to engage the customers by displaying their culture, brand journey, product offerings and services and even design philosophy. For luxury brands like Oberoi Realty, experience centres present a valuable opportunity to turn customers into brand advocates. This however needs a design that incorporates a mix of unique experience design, material science, artful curation, digital innovations, interactive technologies, seamless marketing and exceptional content programming.

To bring this vision to life consistently and meaningfully, we conceptualized and created the Design Studio, a purpose-built experience centre. Just as our architects and consultants translate design intent into built form, the Design Studio translates the soul of our projects into a tangible experience for our customers and visitors. It’s a storytelling space where the journey, inspiration, and essence of every project comes alive. A bridge between thoughtful space design and customer experience.

The objective was to conceptualise an immersive Design Studio within the Customer Experience Centre, bringing the brand’s voice and vision to life through innovative design and creativity. The studio redefines engagement with urban living, blending functionality, inspiration, and storytelling.

The Design Studio at the Oberoi Garden City Goregaon Experience Centre showcases the power of design in shaping transformative experiences. Rooted in pioneering extraordinary living, it delivers a compelling narrative that inspires and connects. Demonstrating Oberoi Realty’s commitment to innovation and sustainability, the studio is designed as an immersive journey through four key zones, each highlighting a core aspect of its ethos.

Key touchpoints inside the Design Studio include a graphic wall celebrating the vision of the brand, Vikas Oberoi’s vision, a sustainability wall, and an interactive New Urbanism installation. The journey culminates in a material library, allowing customers to explore materials and elements to visualise their future homes. Every detail fosters an emotional connection and a memorable experience.

The Design Studio is the perfect integration of physical and digital experiences to create a more engaging and seamless customer journey where we merge the best of both worlds, allowing customers to interact with the material library and our brand story in a dynamic and flexible way, both physically and digitally. The Design Studio experience has also been captured beautifully on our microsite inspired by our design thinking.

The Design Studio has recently been recognised at the VMRD Retail Design Awards 2025 in the Service and Experience Centres category, an affirmation of our continued commitment to innovation in customer experience.

To take this immersive brand experience further, Oberoi Realty will be creating Design Studios inside our Customer Experience Centres across geographies and projects.