Asian Paints’ Beautiful Homes unveiled Arazzo Kitchens with a first-of-its-kind experience centre at EDGE Studio, Ahmedabad — a move that brings the company’s curated luxury-home retail vision closer to designers, architects and high-end homeowners in Gujarat.
A report by SURFACES REPORTER (SR)
The launch, attended by senior leadership from Asian Paints and leading people from Ahmedabad, positions Arazzo as the company’s luxe modular-kitchen proposition within the Beautiful Homes ecosystem and emphasises immersive, design-led retailing.
Set inside EDGE Studio — the Builders HOME flagship that already functions as a destination for premium sanitaryware and kitchen solutions — the Arazzo experience centre is conceived as more than a display: it’s a curated environment where finishes, fittings and workflows are showcased as real, usable spaces. EDGE Studio is already known for its TOTO NEOREST and exclusive Fima Boutique.
The studio format allows specifiers to experience materials, storage solutions and built-in appliance integration first-hand, enabling better decisions for residential and boutique hospitality projects.
At the launch, Asian Paints reiterates Beautiful Homes’ strategy of blending product, curation and service. Over recent years Beautiful Homes has evolved from a soft-decor and interiors storefront into a full-service, multi-category destination — adding modular kitchens, wardrobes, surface finishes and curated soft-furnishings — and Arazzo is the latest step in that roadmap. The offering taps into Asian Paints’ broad design and supply ecosystem, promising end-to-end solutions for homeowners, interior designers and architects alike.
What sets this launch apart is the focus on experiential retail: instead of static catalogues, the Arazzo space demonstrates kitchen ergonomics, material pairings, colour palettes and integrated accessory systems in life-size vignettes. For architects and interior designers who specify products, the ability to test sightlines, lighting effects and adjacent surface combinations in situ is a valuable advantage — it shortens design cycles and reduces specification risk.
The event also underlined collaboration with trade partners and studio ecosystems. By placing the Arazzo centre within EDGE Studio, Asian Paints strengthens ties with a well-established Ahmedabad trade hub, enabling co-curated events, design walkthroughs and client consultations under one roof.
For Gujarat’s growing market of luxury residential and boutique hospitality projects, the model offers a turnkey path from concept to completion.
For designers, specifiers, retailers and homeowners tracking the evolution of India’s design retail scene, the Arazzo launch signals two things: first, the continued premiumisation of home-product retail by major consumer brands; and second, the value of experience-led spaces where materials and systems are shown as assembled, working environments. As Beautiful Homes expands its studio footprint, Arazzo will be an offering to watch for architects and developers seeking integrated kitchen solutions that marry aesthetics with functional detailing.