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Apartment 9 at India Design ID 2016: Stories from the show

MAR 10, 2016 | By Tasneem Merchant

Avant garde interior design brand Apartment 9, with six stores across the country, believes in design led manufacturing and continuous experimentation. Their range of upholstery, high end furniture and home accessories were on display at their booth at India Design ID 2016. A tete-a-tete with co-founder Anuja Gupta reveals insights about the brand’s participation at the annual design event.
Their collections“We have partnered with India Design ID for four years in a row now. We have a great idea about what the people are looking for and this collection was geared towards showing Apartment 9’s capability of interior design. We used to be dark and gothic and night club-like. This time we tried something different and I think it was very well received.”
Exhibiting at India Design ID 2016“We’ve seen the growth through the past four years. We like to change our looks and in doing so we have to make sure that the customer, client base and fraternity see what we’re doing. It helps us as a brand to understand where we stand in the market and it is great publicity. Also, the customer gets a first hand look at what the brand has to offer.”
Their experience“We tried to showcase a penthouse apartment at our booth. Most of the people walked in and said “Oh we wish we could move into this right away!” because we had a bedroom, bathroom and wardrobes setup. I think we were successful in what we were trying to create.”
What they loved “Mario Bellini’s talk was very inspiring. He is from a different field, an architect and to hear his take on design, his sensibilities…it was a great learning experience. Also, three years back, we were this giant booth and thought we were doing something wrong. But that is how we wanted to show our products. It’s heartening to see that all the exhibitors upping their game as this is an investment that goes a long way.”
Next year at India Design ID“I just hope we are bigger and better and we can bring in more professionals, make it more fun and learn more in the process. We always want to partner with ELLE DECOR India for this.” Website: To know more about what you missed, visit Also read: Sixinch India at India Design ID 2016: Stories from the show