Somany Tiles, a leader in Indian tiles, differentiates sharply by offering innovated products and consultative service. Its store concept is conceptualized as an “aspirational gallery of design innovations”. Customer journey is curated to deliver moments of Inspiration, Awareness, Demonstration, Trial, Information and Decision making. The store design elements converge to deliver an aspirational, sensorial and experiential environment. Interactive fixtures make product review, sorting and selection enjoyable and convenient. Customer engagement is enabled with hands-on trial on the ‘Tile master’s table’, a live ‘Tap Bar’, digitally controlled ‘Wet Showers’ and an ‘Interactive Tile Display’ zone. VM using router cut and printed waste tiles, t