Tamanna Paryani
Decoding Multi-Layers of Experience in Retail Environment
This thesis explores retail as an evolving cultural and experiential ecosystem that transcends commerce to shape identity, memory and participation. It examines how design can choreograph emotion, behaviour and brand storytelling, transforming space into a medium of connection and belonging. Centred on the design of Comet’s flagship concept store, the study translates the brand’s unapologetic ethos into a multi-layered spatial narrative. Grounded in behavioural insight, cultural context and sensory engagement, it positions retail as a living system, where architecture itself becomes the experience.
