The Modular and Reusable Artistic Installation Features The Godrej South Estate Experience Centre in Delhi | Studio IAAD


Gurugram-based award-winning architecture and interior design studio IAAD led by Rachna Agarwal has created Godrej South Estate Experience Centre for the Mumbai-based real estate developer Mogul in the heart of New Delhi. The experience centre's most striking feature is a semipermeable curtain formed from an array of sleek MDF plates emulating a ‘larger than life’ experience. The designed structure at the heart of the space was designed with the aspiration of creating a sense of awe amidst visitors, while ensuring that the ensemble could be reused effectively in future projects. While the employment of a biophilic design approach helps establish a connection with nature, creating a series of spaces that stir emotion and redefine the design brief. Studio IAAD has shared with SURFACES REPORTER(SR) more about the impressive project. Take a look:


Also Read: Jenga Inspired Concrete And Brass Bar by Faridabad Based Design Studio


Studio IAAD got brief from the client is to conceptualize a space that has an instant and lasting impact on the visitor - to impress and captivate, while also communicating the essence of the project.


A stringent time limit of three months and the spatial constraints required a flexible approach. The designed structure at the heart of the space was designed in a way that could be reused perfectly in the future projects as well.

Renewable and Natural Material Palette

Inspired from the beauty and balance found in nature, the design process has combined sustainable thinking and knowledge of the renewable and natural material palette to build enriching spaces.

1IAAD-Godrej-Okhla.jpgThe journey of the visitor is seamless as it transitions from one space to another; namely the deck lounge, model experience, audiovisual experience, show apartment, customization gallery and discussion lounge.


The objective is to take the end-user on a wondrous journey from the understated to opulent, engaging them every step of the way. Given the constraints, the emphasis lay on creating a singular, focal structure that would exemplify grandeur — capturing any prospective client's imagination.

A Striking Semipermeable Curtain

To emulate a ‘larger than life’ experience, a semipermeable curtain has been designed with an array of sleek MDF plates that are held together delicately, seemingly floating in the air. The modules assembled together form a curved volume and house the physical model of the property and the audiovisual zone.

1IAAD-Godrej-Okhla.jpg The curtain structure's openness balances the enclosed nature of spaces within; the full use of the vertical volume of the space adds a unique dimension, thereby enhancing scale. The porous exoskeleton of the architectural envelope piques the customer's curiosity, while welcoming them to engage with the space.


The curved plates that perform as the constituent building-blocks of the curtain are staggered at two levels, imparting a sense of fluidity to the form. The modules have been painted in two contrasting colours to provide the structure with a sense of depth, which is further accentuated through smart lighting design.

Also Read: Transforming Installation that reflects fluidity of emotions | Ego by Studio Drift

Visually Appealing Architectural Chandelier

The lighting intent was to create an 'architectural chandelier' of sorts that commands attention with its imposing yet graceful presence. Nearly 170 small aperture narrow beam downlights create a visual mimicking a pearl necklace of illumination around the feature.


With a high gloss floor grounding the space, the visual impact of the lit-up structure and its reflection sets the stage for visual poetry. While the warm colour palette of grey and white is welcoming, the accents in gold lend richness and opulence to the room.


Keeping in mind the transient nature of the space, the focus has been towards creating an experience for the visitors. The entire structure has been designed and developed as a modular and reusable artistic installation, ensuring the conscious utilization of materials and resources.

Biophilic Design

The employment of a biophilic design approach helps establish a connection with nature, creating a series of spaces that stir emotion and redefine the design brief.


The stated structure is easily the nucleus of the venue and has a magnetic charisma, allowing visitors to understand the tonality of the brand and their services intrinsically. Remaining visible at all times in its utter glory, the architectural envelope's persona forms a lasting impression on the mind of the visitor who indulges in the space’s environment. 

Project Details

Typology: Experience center + Show Apartment                
Project Name: Godrej South Estate, South Delhi   
Location: South Estate, Okhla, New Delhi              
Name of Client: Godrej Properties  
Name of Client’s Firm: Godrej Properties Limited              
Principal Architect: Rachna Agarwal, Founder and Design Ideator, StudioIAAD 
Design Team: Rachna, Pooja& Sanket                   
Site Area (sq ft & sq m): sq ft /  sq mtr       
Built-Up Area (sq ft & sq m): 8643 sq ft / 802.961 sq mtr 
Completion Date: 2019
Photographer: Studio Noughts n Crosses |Andre J Fanthome      
Architect for the project: Experience Center – STUDIOIAAD
Keep reading SURFACES REPORTER for more such articles and stories.



Post Your Comment

"Content that powers your Business. News that keeps you informed."

Surfaces Reporter is one of India's leading media in Print & Digital Telecast for News on Interiors & Architecture Projects, Products, Building Materials, and the Business of Design! Since 2011, it serves as a referral for designers & architects to know about inspiring projects and source new products. If you have a Product or Project worth publishing in Surfaces Reporter, please email us or you can also submit your project online.

Like Surfaces Reporter on Facebook | Follow us on Twitter and Instagram | Subscribe to our magazine | Sign Up for the FREE Surfaces Reporter Magazine Newsletter

A Simple House In Bangalore Made Using Natural Material Palette of Earth, Stone and Timber |Studio Motley

. Anchored on 450sqm, the eco-friendly House of Earth and Stone designed by Kajal Gupta and Anand Kurudi of Studio Motley features the use of natural materials.

Read more

Rustic Interior Style Combines With European Elements and Biophilic Design In This Gurugram Housing Project | Studio IAAD

Spread across an area of about 10,000 sq. ft in a forest-like setting, the approach to the house evokes tranquility. Further, it depicts a wonderful fusion of rustic simplicity and biophilic design with a touch of European aesthetics.

Read more

Art Reigns Supreme in This Delhi Home Designed For A Film Industry Luminary | Studio IAAD | The Envelope

Unifying the best of sophistication, luxury, and true contemporary design principles, the Envelope exemplifies a place of refuge and urges us to revel in art-influenced interiors layered with an understated modern stylization.

Read more

Cove: This Vacation Abode Is A Paradise in Its Truest Sense | Studio IAAD | Goa

The sea-facing plot surrounded by lush coconut and almond trees offers an ideal gateway from the city’s bustling life to enjoy some relaxing moments with dear ones in a place where the sky, ocean, and greenery confluence.

Read more

This is alt