Shades in Motion
EXHIBITION DESIGN • CONCEPT DESIGN • PRODUCTION DESIGN
SUURAJ POPLEY, AJIO LUXE WKEND | 2024, 2025
For Suuraj Popley's presence at Ajio Luxe, the brief was to create an exhibition booth that embodied quiet luxury while offering a seamless, intuitive customer experience. The design needed to be both refined and reusable—bringing the same care and curation as a boutique environment into the format of a modular showcase.
Minimalism grounded the space: sleek fixtures, a restrained palette, and open layouts allowed the jewellery to shine while creating a calm, immersive atmosphere. Every design decision was made with the customer journey in mind—enhancing flow, clarity, and emotional resonance.
In 2025, the booth evolved into its most sculptural and expressive version. The signature focal wall—central to the brand's visual identity—was reinterpreted with a gradient transitioning from deep aubergine to warm tangerine. This shift created a rich sense of depth and warmth, amplified by ambient lighting that shifted subtly throughout the day. Architectural forms and textured layers gave the space rhythm and movement, transforming the booth into a bold yet balanced statement. The rest of the environment remained clean and modular, ensuring that the jewellery remained at the heart of the experience while the brand presence deepened visually.
The 2024 debut laid the foundation for this evolving design story. Inspired by Suuraj Popley's flagship store, the booth featured a soft gradient of aubergine as the backdrop, subtly reinforcing the brand's colour language. The layout was purposefully minimal—streamlined display units, ambient lighting, and ample space for exploration. This edition also introduced the modular structure that enabled effortless assembly, breakdown, and future adaptability. It offered a calm, elegant starting point that allowed the jewellery to take centre stage while hinting at the design potential to come.
What made the Suuraj Popley booth at Ajio Luxe stand out was its ability to evolve while maintaining a strong core identity. The gradient focus wall became a signature—reinvented each year to offer something bold yet recognisable. Built with sustainable materials and designed for long-term reuse, the booth merged efficiency with impact. More than a temporary setup, it became a living, layered expression of the brand—where jewellery was not just displayed, but experienced.
