The Souled Store Bengaluru
The Souled Store (TSS) has thrived online and, in recent years, embarked on its journey into the offline retail space. Beyond Design was appointed as design partner to translate the brand’s energetic identity into physical environments that are playful, immersive, and distinctly recognisable. Our work began by exploring several store prototypes, refining a consistent design language that could respond to the brand’s evolving needs while establishing a cohesive and memorable retail presence. The flagship store in Bangalore represents the culmination of this process, combining spatial strategy, material innovation, and brand storytelling to create a flagship experience that is both functional and aspirational.
Size
5000 sq. ft.
Location
Bengaluru
Status
Completed
Category
working
The design draws directly from TSS’s visual identity, particularly the bold red logo and the ghost-like character, ‘Mr. Soul’. These brand elements are embedded across the store—from shopfront to signage, interiors, and display systems—creating a recognisable and memorable language that communicates the brand’s personality at every touchpoint. The red façade acts as a distinctive marker in the urban fabric, attracting new visitors while reinforcing familiarity for existing customers. Through careful integration of colour, character, and materiality, the store becomes a physical manifestation of TSS’s brand energy, translating digital vibrancy into tangible experience.
Spatially, the store is conceived as an open, free-flowing environment that encourages discovery and playful interaction. Circulation is guided conceptually by Mr. Soul, whose presence is expressed through subtle cues within the floor design: two materials separated by gentle curves that define functional zones while creating an intuitive path through the space. These transitions, together with strategically placed neon elements and a double-height entrance, orchestrate movement, scale, and engagement. The resulting interior is bright, dynamic, and welcoming, providing a memorable journey for visitors while reinforcing the brand’s sense of growth, energy, and confidence.
Flexibility and adaptability were central to the design strategy. Demountable modular wall panels, integrated with a versatile rod-shelf system, allow displays to be reconfigured easily, supporting seasonal changes, product launches, and evolving merchandising strategies. This combination of spatial clarity, adaptable infrastructure, and playful detailing ensures the store is not only visually compelling but operationally resilient.
Beyond Design’s work demonstrates the studio’s ability to translate brand identity into a cohesive physical language, balancing creativity with functionality, and delivering a retail environment that drives engagement, strengthens the brand, and sets a benchmark for future stores.
