The Project
Design Brief
We partnered with Delhi Magic on their new retail design project in Mumbai. A pure-vegetarian Punjabi restaurant brand, they serve dishes like parathas, chole bhature, and other North Indian favorites — all made in pure ghee with fresh, carefully curated ingredients, including Jain options.
Their first outlet was designed by us, opened in Talegaon in 2024. As part of their broader strategy, QSRs are located along highways exiting Mumbai to serve travelers, while city outlets are envisioned as full-service restaurants.
Our Approach
As their first city restaurant, the positioning wasn’t fully defined — fine dining, casual, or café-style. Located at the base of a high-rise in Kandivali, the layout includes two guest zones separated by a central kitchen, allowing distinct experiences under one roof.
The brief became clear: create a space that feels welcoming yet distinctive — an elevated dining experience for families and a vibrant, casual vibe for younger diners.
Every project begins with listening and observing. For Delhi Magic, our goal was to establish a cohesive brand experience while shaping two contrasting atmospheres. The family zone offers a warm, cozy setting facing the road, while the second zone embraces a more casual, energetic tone. Each space is distinguished through its artwork, menu design, materials, lighting, and overall design.
In the family zone, digitally illustrated wall graphics of Delhi’s iconic landmarks — Delhi Haat, Chandni Chowk, and Connaught Place — printed on canvas evoke nostalgia and cultural richness. Furniture encourages relaxed dining and long conversations, while refined signage in LEDs, stainless steel, vinyl, and coatings maintains elegance throughout the day. The music, too, was curated to complement the family-friendly ambiance.
The second zone, designed for younger diners, carries a lighter, more upbeat personality. Playful wall graphics, upright seating, and peppy music create a vibrant, social atmosphere — casual yet connected to the brand’s character.
Certain design elements from the first QSR in Talegaon were extended to this restaurant, using materials that enhance the overall look and feel of the space.
We also developed distinct menu cards for both zones. Zone 1 features a family-oriented design with a hardbound cover and durable binding, while Zone 2 showcases a vibrant design tailored for younger diners.
To enhance brand visibility, we planned an influencer marketing campaign featuring creators, managed social media, and optimized the Google Business Profile. The response was overwhelmingly positive — guests loved the food, appreciated the consistency, and recognized the brand’s distinct identity.
A 1,300 sq. ft. restaurant that feels cohesive as a brand yet offers two unique experiences — a warm, welcoming family space at the front and a vibrant, youth-friendly zone at the back. Every detail — from seating and graphics to sound and communication — was crafted to make Delhi Magic not just a restaurant, but a memorable experience aligned with its evolving vision.
