With the launch of Beautiful Homes Studio in Guwahati by Asian Paints, a new chapter in luxury décor has been opened for the dynamic city, known as the Gateway to the Northeast. This is the second such studio launched by the company, following the setting up of the first Beautiful Homes Studio in Chennai last year.

The impressive studio in the Lokhra area of the city, was launched on Tuesday by Amit Syngle, MD and CEO Asian Paints Ltd., in the presence of Jaichand Bothra, the owner of Vinayak Furnishing, the dealer and partner of Asian Paints for this venture.

The Beautiful Homes Studio, comprises two units of 17,000 and 24,000 square feet. The front section, with a huge façade, gives the impression of a villa or mansion as soon as you step in, complete with a grand staircase and a mezzanine floor within the breathtaking 24 feet in height.

Asian Paints launches Beautiful Homes Studio in Guwahati

Asian Paints has long been at the forefront of enhancing customer experiences by transforming spaces into inviting sanctuaries, the company says. With this new studio, the pioneering home décor brand seeks to reaffirm its commitment to redefining luxury furnishings and elevating the consumer journey in home décor.

The new Beautiful Homes Studio in Guwahati, aims to serve as a hub for the market in North-East India and transform the decor landscape in this region. The studio offers a unique blend of luxury and functionality and promises to enhance the standard of home decor through its diverse offerings and innovative in-store experiences.

A stroll through the studio is an unparalleled experience in style and elegance, as one is faced with an array of home décor items, including furniture, fabrics, rugs, bedding, wallpapers, blinds, fitted wardrobes, artifacts, and lighting. It boasts of a masterfully curated selection of a luxurious range of furniture, furnishings, lights and lifestyle accessories. The studio is also home to several world-renowned designers like Sabyasachi, Sarita Handa, Jaipur Rugs, among others, the company stated.

In a first for the city, the studio is arranged with a curated array of living room, dining room and bedroom styles. A special attraction is the Nilaya x Sabyasachi lounge, done in muted shades of beige and mauve, in a departure from the usually colourful palette used by the renowned designer.

Sharing his thoughts on the new studio with The Telegraph, CEO Amit Syngle said, “the intention is to provide customers with an essence of discovery, with a story of choice and surprise, in a pleasant manner. There are innumerable combinations; it houses the latest collections. It is like a story in motion and dynamic; it is something that keeps on changing. There is a sense of discovery as you move through the studio as everything has been curated brilliantly.”

Asian Paints launches Beautiful Homes Studio in Guwahati

Replying to a query from this correspondent on the choice of Guwahati for the second Beautiful Homes Studio, Syngle said, “A lot of companies would concentrate on the metros. We felt this is a part of the country that is embracing design very strongly, in a very different manner. We also see a lot of prosperity coming to this area, along with increased connectedness in terms of how we see this part of the country and the rest of the country. Therefore, we felt that if we were to create something very different, this part of the geography would be very attractive to us for establishing a footprint. Something different, that no other brands could create. We thought why not start with a surprise by taking a place like Guwahati.”

He also talked about integration of technology as Beautiful Homes Studio goes beyond mere product display, offering a suite of unique in-store experiences designed to enhance customer engagement and satisfaction. A personalised digital journey allows customers to explore the studio’s offerings through tablets, visualising products not on display and seeing how they will look in their own homes.

The Studio is set to become a premier destination for home decor enthusiasts, with a wide array of high-quality products designed to transform spaces into elegant and inviting homes.

This article has been produced on behalf of Asian Paints by ABP Digital Brand Studio.