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February 24, 2024

Asian Paints forays into decor with its new 17,000 sq. ft. studio in Chennai

Schenelle Dsouza 

Boasting a rich legacy of over 80 years, Asian Paints has come a long way in building a reputation as India’s leading and Asia’s second-largest paint company. Expanding its expertise the brand has also forayed into the  ‘Home Improvement and Decor segment’ offering consumers exquisite options for bath and kitchen products, in addition to lighting, furnishings, and furniture designs. While unveiling its new 2023 Décor Collection, the brand also debuted its first-ever Beautiful Homes Studio in Chennai.
Beautiful Homes Studio
Photo Courtesy: Asian Paints
Beautiful Homes Studio 
Located in the busy lanes of Annanagar, the lavish 17,000 sq. ft. studio is divided into six levels, each dedicated to a specific section of home decor and furnishings, as well as a cafe on the terrace. The studio provides a remarkable, one-of-a-kind experience presenting an epitome of options each available for customization. Every product is meticulously created to provide usefulness while also improving the beauty of the house. As a consequence, each masterpiece conveys a fascinating tale that elicits dialogue.
Beautiful Homes Studio
Photo Courtesy: Asian Paints
“Our first Beautiful Homes Studio in Chennai will take our brands’ retail offerings into a completely novel dimension of luxury categories and store styling. It enables a seamless fusion of digital innovation and visual delight to foster meaningful customer engagement, disrupting the landscape of home décor retailing in India and creating a paradigm shift towards ultra-luxe experience in decor retail,” said Amit Syngle, Managing Director and Chief Executive Officer of Asian Paints.
Beautiful Homes Studio
Photo Courtesy: Asian Paints
The store pays homage to Chennai’s local design vocabulary while maintaining a modern demeanour with a luxurious material palette of fluted sandstone, terrazzo, and quartz, as do the pieces on display, which are made from durable materials and feature the finest European wood, Italian leather, and high-quality European finishes. These items bring a dream home’s vision to reality. In addition, the studio announces interesting cooperation with European premium companies to create gorgeous wallpapers. Asian Paints has also created a premium selection of blinds at the studio.
2023 Soft Décor Collection Launch
Asian Paints’ soft décor journey began in conjunction with renowned furnishing brands like Sabyasachi for Nilaya, The Pure Concept for Nilaya, PURE-Royale, and Ador, back in 2021.The house includes over 250 collections and a comprehensive range of almost 10,000 SKUs. Expanding on this history, the new 2023 Décor line presented a variety of textiles, wallpapers, mattresses, carpets, and new category releases.
Asian Paints Soft Décor Collection
Photo Courtesy: Asian Paints
The grand unveiling of the new collection was showcased via an elegant ensemble exhibition at Taj Coromandel spread across 10,000 square feet. The latest offering includes 58 new collections in furnishings fabric spanning Ador, PURE-Royale, and Nilaya. Ador has 36+ new books in various categories such as sheers, self-textured plain curtains, leatherettes, and more. PURE-Royale presents over 15 new books in a variety of creative velvets, high-end needlework, linen plains, and other fine alternatives. Meanwhile, Pure Concept for Nilaya has revealed a lavish collection of 5+ novels for the winter of 2023. A groundbreaking category in fabric coatings called SmartCare NanoProtek, a nanotechnology-based coating for water and stain repellency, adds to the excitement. Asian Paints has also produced special wallpaper collaborations with well-known worldwide companies such as Sanderson Design Group, GPJ & Baker, 1838, and others.
Asian Paints Soft Décor Collection
Photo Courtesy: Asian Paints
The Décor 2023 collection includes an opulent collection of bedsheets and bedding sets, designed to elevate the essence of luxury. Amongst these offerings, Asian Paints introduces a limited-edition Wedding/Bridal Gifting range, specially curated for the 2023 wedding season.
Building on its collaboration with Jaipur Rugs, Asian Paints introduced a new line of premium Nilaya collections with a wide selection of SKUs. This includes forays into new categories like hand-knotted, jute, and handloom rugs available in different sizes. Asian Paints also made its debut in the realm of blinds with the Royale Window Coverings collection. This included a selection of over 600 patterns for window blinds, shades, and shutters; these are expected to be available by September 2023.
Asian Paints Soft Décor Collection
Photo Courtesy: Asian Paints
Along with the Soft Décor 2023 collection, the products on display offer an exclusive yet diverse portfolio of furniture pieces for eye-catching home interiors. Every piece by Asian Paints contributes to aesthetics aligned with functionality yet visually distinct.
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Schenelle Dsouza

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