Beautiful Homes Studio in Chennai by Asian Paints unveils the personal touch to luxury decor

It’s unsurprising and inevitable that a brand with a rich legacy of over 80 years would instantly know what a discerning consumer wants. With this aspiration taken care of, Asian Paints swears by the definitive practice of providing uncompromising comfort, polished tastefully with opulence and prosperity. And the brand’s 2023 Décor Collection and exclusive collaborations unveiled at the Beautiful Homes Studio in Chennai is an extension of these values and design ethos.

Started in 2016 as a transformative journey for Asian Paints–their foray into the home décor segment–has now turned into the beginning of a new identity that supports innovation and advanced technology. The Beautiful Homes Studio displays an impressive 17,000 square feet area sprawled across six levels, with each floor dedicated to making the luxury shopping experience approachable and enjoyable.

The brands on display offer a variety like none other in furniture, lighting, and furnishings with myriad customization possibilities.  The experiential retail outlet, the first of its kind in Chennai, flaunts a material palette of fluted sandstone, terrazzo and quartz.

Chennai is a market that’s traditional at heart, and so the studio pays homage to the local design vocabulary while maintaining a modern demeanour. Chanya Kaur, founder and creative head of the Mumbai-based brand The Pure Concept Home, who was instrumental in the making of the Beautiful Homes Studio says, ‘’Out of town projects can get slightly tricky to handle and do require a high level of intricate planning. A few trips to Chennai, interactions with experts in the design industry, and research helped understand the Chennai clientele. At the same time, Chennai has a lot of scope and the market is not saturated so we had the opportunity to experiment’’. ‘’Chennai is also popular for traditional arts; this can be seen at the studio in the selection of decor elements, antiques, rugs, which strikes a balance between the old and the new. Seamless floor-to-floor-transition is ensured to bring the whole place together,’’ she adds.

With four distinguished brands Sabyasachi for Nilaya, The Pure Concept for Nilaya, PURE–Royale, and Ador–250 active collections and an extensive portfolio of nearly 10,000 SKUs, the 2023 Décor Collection by Asian Paints ensures a sensorial experience. On display is an impressive line-up of 58 new collections in furnishing fabric across Ador, PURE-Royale and Nilaya. Ador features 36+ new books across varied segments including sheers, self-textured plain draperies, leatherettes, and more. PURE-Royale showcases over 15 new books across innovative velvets, high-end embroidery, linen plains, and other exquisite options. Meanwhile Pure Concept for Nilaya unveils a luxurious ensemble of 5+ books for the winter of 2023. Adding to the excitement is a ground-breaking category in fabric coatings named SmartCare NanoProtek, a nanotechnology-based coating for water and stain repellency. Asian Paints has also offered exclusive collaborations for wallpapers with sought-after international brands such as the Sanderson Design Group, GPJ & Baker, 1838, and more.

Stepping beyond the expected, our Soft Décor Collection 2023 this year aces the minimalist luxury aesthetic, offering bespoke colour palettes and exclusive products in collaboration with leading names in the home decor industry,'' shares Amit Syngle, MD & CEO of Asian Paints. Amongst these offerings, Asian Paints introduces a limited-edition Wedding/Bridal Gifting range, specially curated for the 2023 wedding season.