Premium Decor Frameworks Blending Tradition & Modernity

In an exclusive conversation with Adlin Pertishya Jebaraj, correspondent of Homes India Magazine, Jenis Makwana, Founder & CEO of DezignCo, shares how the premium decor space is evolving in Indian and competing with global designs. He also talks about his opinion on the premium quality decor framework, a combination of material, durability, integrity, craftsmanship, authenticity, and artistry. Jenis has more than 22 years of rich business experience in the field of interior, architecture, and Brand Communication Design, Retail Design, and Hospitality Design, always a benchmark for aspiring young people in the field. 

How do you see the consumer preferences changing in the premium decor space, especially with the increasing fusion of traditional and modern design? 

In the recent years, we have seen that the premium consumer no longer feels the need to make choices between the design of the past and the modern design. Instead, they are in search of a considered compromise between the beauty of culture and the luxury of the present. They are also taking time to learn the craft and art of interior design, how their home can be seen as their personality, culture and values. This transition helps us develop meaningful stories that transcend interiors and develop experiences that are highly personal, contextual, and timeless what we refer to as Beyond Interiors. 

How do global designs influence the Indian decor market, and how do you adapt? 

The global trends affect consumer preferences in the industries and the interior design is not an exception. Although globalizing designs introduce creativity, renewal, and new vision to the Indian decor world, the adaptation is essential. What works in Europe or U.S may not be suitable to the Indian life or climate or culture. Experts have to teach customers the specifics of trends, including their advantages and disadvantages, instead of just following the trend. Customers do not merely follow the trends, as they also enjoy having experts with their side pointing out the strengths and weaknesses of various design options. 

By learning about the world and converting it into the structures more likely to appeal to the Indian spirit, we have to design something that is not only global in its beauty but also genuine and pure. We are not doing imitations, but rather interpretations. This will enable us to continue with our philosophy of Beyond Interiors where designs are not merely eye-catching but also very meaningful. Through the insight of the World combined with the local knowledge, we will be trendsetters in the design world but not just followers. 

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In your opinion, what constitutes a truly “premium” decor framework? Is it the materials, the craftsmanship, or the design that resonates with culture? 

I believe that premium decor is a complex concept that cannot be single-handedly determined with one aspect. Instead, it is the combination of substances, workmanship, and cultural appeal that make a highly high-quality framework. Material, durability and integrity, craftsmanship, authenticity and artistry and resonance with culture are all employed to make it rich, lasting, authentic, crafted and deeply emotional. 

The high-end decor structure extends beyond functionality, as it is a statement of identity. A space, that is meant to be long-lived, to inspire and to have an emotional appeal to the user of the space, that is when it becomes premium. This is realized when the eyesight of the user are in agreement with the professional design and this creates a space that is not only beautiful, but also something significant. 

An example of this is at Dezignco, where it feels that design is not just about layouts, colors or artifacts. It involves the process of making life and meaning in a home which is what we refer to as Beyond Interiors. In such an approach to design the outcome is a space which is really high-end and appeals to the people that occupy it on a level that is more personal. 

What is the role of technology in supporting design and fabrication in premium decor? 

The design and manufacture of a high-end decor have been revolutionised by technology and has a great deal to offer in terms of benefits. High level of fabrication techniques allow accuracy whereas the immersive visualisation tools allow clients to see their spaces prior to construction. The possibilities are also broader with the use of innovations in sustainable materials technology. 

The technology enhances creativity and does not substitute it. We use technology to bring imagination into reality but at the same time we maintain the human touch. Technology can help us provide solutions more efficiently and correctly by maximising or cut down the resources and the processes involved. Through the adoption of technology, we can go the extra mile and present high-end decor solutions that are beyond impressive as far as interiors are concerned. We must take the best of technology and blend it with the creativity of the human being so that we end up with spaces that are functional and meaningful. 

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What would be the future of the premium decor industry evolving in the next ten years? 

The premium decor business in the following ten years will take form of three trends; sustainability, personalisation, and cultural authenticity. Designs that will not only project an image of luxury will be dominant among the consumers but also be conducive to health, save resources and project a rich cultural depth. The issue of personalisation will gain more significance, and tailored designs will outline the concept of luxury. 

The luxury decor market will cease to be a product-oriented approach and experience-oriented where it devotes itself to developing spaces that enable lifestyles and relationship with heritage. We will help bring this evolution at Dezignco when we create spaces that represent more than mere beauty - places where the Beyond Interiors is realized.