At Office of Cognitive Design (OCD) we believe the core of every design is to understand the brand and its goals. With Fizzy Goblet, a young, dynamic enterprise which has managed to make the traditional ‘jutti’ not only fashionable and relatable to a wider demographic but also become ‘millennial cool’/ effervescent/ spunky. The design of their first physical store also begun from our deliberations of how we could capture this optimistic essence in a space. Playing on the large themes of a store that instills a sense of wonder and discovery, we planned the store in a manner that allows patrons to meander around a galaxy of shoes – breaking from the norm – arranged either on central carousels or suspended delicately from reflective surfaces.