<div>On the way back to Delhi from Agra recently, I could not help but notice the billboards selling “luxury” in every possible way. The billboards promised a luxury that could be easily acquired by a large number of people. I could not help but wonder if comfort was being miscontrued for “luxury”.<br /> </div><div>Luxury for me is a combination of exclusivity, customisation, comfort and desire. Real luxury is to own something unique and desirable which, at the same time, provides great pleasure to its owner. So, luxury is strongly linked to emotions; for this reason, design needs to inspire and indulge all of the five senses. </div><table width="100" border="0" align="right" cellpadding="7" cellspacing="7"><tbody><tr><td style="text-align: center; "><span style="color: rgb(255, 0, 0); "><strong>In order to transform a house into a home, it should be adapted to lifestyle and tastes</strong></span></td></tr></tbody></table><div><br />In interior design, to transform an ordinary space into a luxurious one, one needs to constantly engage in researching materials, products, artists, techniques and designs which are exquisite, hard to find and beautiful. There must be an openness to new ideas, materials, techniques and challenges. It calls for developing a contemporary classic language which is at the same time timeless and fresh. <br /> </div><div>Again, to transform a house into a home, it should be adapted to lifestyle, personal style and tastes. A "design", to be complete, needs the owner’s touch. A home should be an amalgamation of luxury and comfort reflecting timeless design. Every design project must be approached from the starting point that it is different and has specific requirements. The designer must work hand in hand with the client and incorporate his requirements. This approach will end up giving flexibility in relation to aesthetics and can be applied across projects -- from the classical to the very contemporary.<br /> </div><div>My strategy in India is to cater to a small group of potential clients who truly understand the meaning of luxury and demand the very best. These people will be well travelled, cosmopolitan and extremely versed in luxury — no different to clients in London. With a finger on the luxury pulse to tend to their refined tastes. Casa Forma will acquaint itself with the project's environment and conduct research on locally available materials, suppliers and artisans so as to align the design scheme with the environment and surroundings of the property. <br /> </div><div>Our Indian clients have a penchant for using Indian Modern and Contemporary art in their homes, requesting us to source objets d'art from auction houses such as Christie's since they have access to amazing paintings, whether European, American or Indian, as well as antiques and artefacts. For Contemporary Indian art we also tap the experimental art selection provided by Nature Morte Berlin and Delhi. There are many others who shop abroad for what they want in their homes.<br /> </div><div>As Indians become more aware of true luxury, I can only see the market for interior design growing. The increasingly competitive real estate market will act as a fillip in the years to come.<br /><br /><em><font face="arial" size="2"><span style="line-height: normal;">Faiza Seth is the CEO of UK-based interior design firm casa forma</span></font></em><font face="arial" size="2"><span style="line-height: normal;"><br /></span></font><br /><font face="arial" size="2"><span style="line-height: normal;">(This story was published in Businessworld Issue Dated 24-09-2012)</span></font> <br /><br /><br /><br type="_moz" /> </div>
