Chupps
Open-toe footwear is among the most widely worn categories in India, yet one of the most overlooked in physical retail. For years, the choices have largely fallen into two extremes: low-price, low-experience stores that treat the category as purely functional, or premium global brands that feel aspirational but inaccessible to a large audience.
Despite its everyday relevance, no Indian brand had meaningfully explored how open-toe footwear could be represented through a design-forward, engaging offline experience. Envisioned as a playground of colours, graphics, and experiences, the Chupps store set out to change that by celebrating the brand’s fun, youthful, and free-spirited identity.
Client
Easy Spirit Enterprises Pvt Ltd
Year
2025
Size
32 ft x 8 ft
A bold, saturated palette defines the space, with a striking yellow frame and counter as its anchor. Warm reds, pinks, and oranges on one side contrast with cool purples, blues, and greens on the other, creating a dynamic yet balanced visual rhythm.
The spectrum of products displayed against bold, colourful stripes turns the store into a living palette, amplifying energy and visibility from afar.
A large ceiling screen with animations and videos immerses visitors in a lifestyle narrative, reinforcing the brand’s focus on style and movement.
Campaign storytelling flows seamlessly through VM devices and bold imagery, while themed feature walls like the Mumbai Indians collaboration zone, integrate props and products to spotlight collaborations.
Interactive, shareable touchpoints punctuate the space: a selfie mirror and bold-toned benches in playful forms that invite trial. At the heart of the store, a community table integrated with the POS encourages people to come together, explore, and customise their Chupps.
Every wall acts as a backdrop and every display as an invitation to engage. The design transforms retail into an immersive brand playground, a space where customers don’t just shop for flip-flops, but experience the lifestyle Chupps represents.
More than a single pop-up, the project achieves something larger. Chupps repositions open-toe footwear as design-forward and aspirational, proving that playful, bold retail can succeed even in value-driven categories.
It establishes a scalable store language that can evolve across future locations, and in doing so, sets a new benchmark for Indian footwear pop-ups, one that is approachable, share-worthy, and impossible to ignore.
I worked with Pooja on Chupps’ first retail store in Mumbai, and she delivered something rare. A space that makes people stop, smile, and walk in. The brief was simple. Keep it bold. Keep it playful. Make retail feel alive. She took that and built something immersive and full of colour, exactly how we imagined it.
What stood out most was how she thought beyond how the store looks. She designed for how it moves. How customers flow through the space. How the team interacts. How it feels when it’s actually in use. She understands that retail isn’t just visual. It’s behavioural.
She’s collaborative, clear, and thinks in systems. Not just design for the moment, but design that holds up over time. The playbook she built for us is something we’ll keep coming back to. If you need someone who can take a vision, turn it into a physical space, and make it work in the real world, she’s the one.
Ravi Adhikari
Marketing and Retail | Chupps