The document discusses the design of a Rajasthan-themed experience center for a luxury real estate developer called SOBHA to market their Royal Pavilion project. Key goals of the center were to improve the customer experience, increase engagement of prospects, and improve conversion rates. Research was conducted to understand SOBHA's differentiators and luxury real estate buyers. The design incorporated elements themed to Rajasthan like artifacts, frames and signage. Interactive elements and a museum were included to showcase project features. The outcome was widespread appreciation from SOBHA and increased time spent by customers to understand the project.

1. Brand design for a
Rajasthani
Experience Centre
A Rajasthan based themed architecture

2. The project
⇢ Challenge
→ Royal Pavilion faced the usual challenge. Bengaluru’s
real estate market is crowded, especially the luxury
market.
→ A premium developer like SOBHA often loses
customers who want a great apartment, but don’t get
an opportunity to interact with the right sales people.
→ The way forward for luxury projects is to:
● Improve the experience of sales and
target conversions, rather than leads.
● To help SOBHA create a superlative
customer experience for visitors to the
center
● To increase engagement and improve
conversion rate of prospects
● Tell the SOBHA story
⇢ Research
→ Work with team SOBHA to understand core
differentiators of Royal Pavilion.
→ We also spent a lot of time understanding the
premium real estate buyer.
→ In this Sarjapur Road belt, the real buyers were senior
project managers whose kids studied in the schools in
the area.

3. The project
⇢ Design
→ The design flowed from the Customer Experience
Design and Sales Experience Design.
→ These two tracks defined the story that would be
served to customers beginning with the entrance
and ending in meaningful conversations with the
sales team.
→ SOBHA’s first themed project in Bengaluru
attracted a lot of interest from prospects. The
project features were magnificent, so we
documented all the main experience features in
the project that would serve as the cornerstone
for content in the centre.
→ Every touchpoint in this centre connected to the
royal theme. We carefully curated photographs,
artefacts and even frames that would be in sync
with the Rajasthan styling.
→ We worked closely with the architects and interior
designers to ensure that the experience of
graphics, signage and wayfinding was consistent
with their vision of the centre.
⇢ Design
→ Precisely, we covered the following things listed
below:
● CX design
● Sales Experience Design
● External Environmental Graphics
themed to Rajasthan
● Internal Environmental Graphics that
highlighted the project features
● Curating art and frames for art
● Building a traditional looking signage
system
● Design and detail of 3D installations
and elements
● Interactive elements
● The SOBHA Museum
● Helping people understand the Show
Residences

4. The project
⇢ Outcome
→ Widespread appreciation from SOBHA team
including the Chairman, Mr. Ravi Menon
→ Customers have been spending more time
understanding SOBHA.
→ At a recent ‘Now or never sale’ just before the
COVID lockdown, the centre experienced great
sales.

11. The Sobha Museum
⇢ The SOBHA Museum is a fine example of
summarising SOBHA’s commitment to quality.
Rezonant was commissioned to design yet another
museum at Royal Pavilion. We had already
designed three for them before this including the
largest one at Marina One, Kochi.
⇢ The most detailed processes that go behind a
SOBHA home are showcased at SOBHA Museums.
Customers have enjoyed this detailed experience
into behind the scenes.

13. 3D accents
⇢ 3D accents were used to describe the sales
process.

15. 3D typography
⇢ We used 3D typography with a nice wooden finish
and intricate hand carving to add to the grand look
of the space.

18. Get used to extra
⇢ Rich communication about ‘Get used to extra’
highlighting the features of the property carved in
wooden frames.

20. External environment graphics
⇢ Rajasthan evokes opulent palaces, colourful art and
craft, and elegant interiors that are intrinsic to the
Rajasthani culture.
⇢ External environment graphics was themed to
Rajasthan, highlighting features of Royal Pavilion.

24. Signage
⇢ Signages were designed to spruce up the space
and match the overall design theme(Rajasthani
based theme), which will make the ambience look
pretty.

29. Stay in touch with
our design approach.
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brands@rezonant.net