Objectry Caps Off 10 Years With A Flagship Store Inspired By The Aravali Landscape

Objectry, the Delhi-based design and home decor brand founded in 2015 by Aanchal Goel, has opened its first flagship store on MG Road in New Delhi as it celebrates a decade of making objects that blur the line between art and everyday use. The brand began as a small studio experiment has grown into a catalog of over 400 objects that reflect a sustained curiosity about material, shape and function. From minimal wooden desk organizers and sculptural clocks to large-scale furniture pieces in wood, metal and concrete, Objectry’s work is defined by sculptural crisp curves and a willingness to treat basic forms as opportunities to explore material potential.

The brand’s ethos, shaped by Goel’s background in product design and exposure to international design environments, is rooted in the belief that “our best designs are delivered by traditional craftsmen” and that “handmade need not necessarily mean irregular”, she notes. This approach has led Objectry to work with skilled artisans across India to realise pieces that feel both contemporary and grounded in craft. Their products have been featured internationally, and the brand’s pieces have been used in hospitality and residential projects, earning attention for injecting intrigue into everyday essentials and furniture.

The new flagship store is the most visible expression yet of Objectry’s philosophy. Designed with Ishaan Bharat of Sector Form, the space was conceived as a gallery, workshop and retail environment, with an architecture that reflects the brand’s long commitment to material exploration. Goel and Bharat drew inspiration from the Aravali landscape, referencing its sharp ridges, hidden water bodies and varied textures in the architectural interventions and installations throughout the store.

Inside, the space is defined by a sense of movement and layered materiality. Ceramic tiles are meticulously cut and inlaid by hand with stone, metal and some text; screens built from TMT and reclaimed studio wood create interactive thresholds; a 12-foot column of handwoven wicker spheres punctuates the interior; and partitions inspired by stacks of wood offer both storage and a sculptural rhythm. At the core hangs a plumbline, a traditional tool used by carpenters to find vertical alignment, suspended above a circular platform that establishes a spatial axis where objects sit in what the brand describes as a ‘mid-performance’ state.

Goel says that the design process for the store was driven by the same imperatives that guide Objectry’s products: curiosity, material intelligence and an openness to experimentation. Words flow across surfaces in different techniques to remind visitors to be present, and several elements invite touch and interaction. The packing booth, for instance, was designed to draw attention back to the act of making itself — a nod to the ongoing dialogue between the maker, material and user that has defined Objectry’s first ten years.

The opening of the flagship store marks a new chapter for Objectry — one where its accumulated ideas about form, function and material are expressed as an architectural and spatial experience that is central to the brand’s identity, and an extension of the its subconscious mind.

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