D’Art Delivers a Scalable, Experience Driven Retail Vision for Berger Paints

D’Art partnered with Berger Paints to reimagine paint retail in India, delivering experience led, scalable store design that drives visibility, engagement, and long term growth. End Quote

(1888PressRelease) January 03, 2026 - In a strategic move to strengthen its physical presence in the Indian retail markets and future proof its growth, Berger Paints, one of the leading paint brands in India and Asia, has undertaken a significant retail transformation project. The respective brand wanted to redefine how paint brands can connect with Indian customers, contractors, and different retail markets. To accomplish this, the brand collaborated with D’Art Private Limited, a prominent retail fitout company in India providing turnkey facilities, which further initiated a carefully structured retail store expansion.

The agency accomplished the respective project in a manner that highlights a strong shift away from selling paints in a traditional/conventional manner and further focuses on developing an immersive retail format that is driven by experience. The project did not just revolve around expansion. Instead, it was focused on rethinking store design and boosting customer engagement through in store activations, BTL advertising, and digital integration at physical touchpoints.

D’Art started by deeply analysing market behavior, future growth prospects, and consumer insights that included their demand and purchase patterns. The final analysis unlocked a two fold opportunity. Berger Paints was informed that it needed to expand into geographies where there was extremely low visibility, but the demand factors were surprisingly very high. In addition to this, the paint brand also discovered the need to gradually enter rural urban fringe areas that can be urbanized in the next ten years.

Berger Paints (https://www.dartdesign.in/berger-paints.php) communicated all its needs and expectations to D’Art. The agency further redesigned the retail paint spaces in a way that encouraged interaction, exploration, and inspiration. They revamped more than 4000 retail touchpoints, out of which 1800, to be precise, were freshly rolled out under the new identity. All the teams, including strategy, design, and execution, closely collaborated with each other and further established consistency, quality execution, and adaptability/modularity across different formats and store types located within the geographical boundaries of India.

The assigned team at the retail fitout company restructured every individual store in a way that it served different types of audiences, including contractors, retailers, first time home owners, etc. Every individual was able to seamlessly navigate colors and finishes in a hassle free manner.

The facade redesign was indeed one of the main highlights of this retail transformation project. Moving beyond conventional storefronts, the redesigned Berger stores now contain a facade that integrates distinctive mesh colored lava inspired forms. It reflected a dynamic color fusion that is indeed one of the most crucial elements of Berger Paints’ retail identity. Victorian inspired dangling signage was further incorporated to complement this. All these storefront tactics did not just add a heritage dimension. Instead, it also reinforced Berger’s legacy while ensuring a contemporary presentation. The storefronts are now strategically executed in a way that ensures improved visibility, recall, and recognition.

The agency incorporated various in store BTL advertising tactics in order to make the retail space more immersive. Integration of an experience lounge is one such example. It is a specific area within the store that allows visitors to directly engage with available products and experiment with color combinations, textures, and finishes. Now, because visitors were able to immediately visualize the outcomes in a real life setting, they could practice informed decision making.

This collaboration between Berger Paints and D’Art Private Limited, which aimed at bringing the retail store expansion initiative to life, revolved completely around aligning strategy driven insight with thoughtful and precise execution. This is a clear demonstration that physical retail brands can actually maintain relevance and practice growth in this rapidly evolving era if they move beyond the traditional way of selling goods and actually adopt practices that attract customers, positively shape their perception, and encourage recall and revisits.

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