There is a quiet joy that emerges when design is allowed to be curious. When it is not rushed toward completion or burdened with explanation. In such environments, beauty feels intuitive rather than performative—revealing itself slowly, through touch, use and time.
This is the emotional register that defines the first-ever Objectry store, which marks ten years of the brand’s journey—with an immersive new space on MG Road in New Delhi. “The store was designed to be familiar yet a strange arrangement of forms to help you slow down,” says Aanchal Goel, founder and creative head. “Because a pause really is where desire is born.” The brand has long resisted fixed categories, seasonal collections or prescriptive ideas of how an object should live. Over the past decade, its practice has unfolded as an open-ended exploration but the new store does not attempt to summarise that journey. Instead, it behaves like it: fluid, inquisitive and deliberately unresolved.
Spotlighting The Process
Lokesh Dang
Rather than functioning as a conventional retail destination, the store is conceived as a living, evolving environment—one that foregrounds making as an active, ongoing dialogue. Movable partitions, floating elements and modular components allow the space to shift effortlessly between workshop, gallery, retail floor and gathering zone. Here, objects exist in relation to one another, to the space, and to the people moving through it. “It was about creating a space where materials, ideas and people could interact freely,” says Goel. “Making, for us, has always been a ritual.”
In The Details
Lokesh Dang
Lokesh Dang
At the heart of the store hangs a plumb line—an ancient tool used to establish vertical alignment. Both functional and symbolic, it anchors the space conceptually. Beneath it sits a circular mirror and raised platform, creating a subtle play of reflection and refraction. Objects placed here feel like they are part of an on-going performance art piece. This central installation establishes a spatial axis between vertical and horizontal, movement and pause, creation and reflection.
“As a reader and a sucker for romance and philosophy, I wanted not just for the space to look poetic, but for visitors to be able to read it,” says Goel. “There are words flowing, on different materials and in different techniques to almost request that one is present, more mentally than just physically,” she adds.
Blurring The Boundaries
Lokesh Dang
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