“We aim to increase The Charcoal Project’s presence by opening new locations,” Says Sussanne Khan

Twelve years after Sussanne Khan first opened her luxury interior and furniture brand and store, The Charcoal Project, in Mumbai, she opened the second outpost in Hyderabad a month ago. The six-floor store, spread across 35000 sq ft, opened its door amidst great fanfare, with guests including some of Khan’s friends and family, such as Hrithik Roshan, Sonali Bendre, Adar Poonawala, Kunal Kapoor, Shalini Passi and Gauri Khan.

Each of the floors at The Charcoal Project Hyderabad is dedicated to a different theme, utility or collaboration. Khan has partnered with interior designer and friend Gauri Khan to showcase the latter’s products on a dedicated floor. Similarly, The Charcoal Project has a dedicated floor for smart tech, a kids’ area and a consultation space.

We spoke to Sussanne Khan to share her vision for opening The Charcoal Project in Hyderabad and what makes it a unique design centre.

Edited excerpts:

1. Why did you decide to open The Charcoal Project in Hyderabad?

We decided to open The Charcoal Project in Hyderabad due to its rapidly growing tech ecosystem and strategic location. Hyderabad has become a hub for innovation, with a strong talent pool and excellent infrastructure that aligns well with our business goals. It’s truly cutting-edge and high-tech at every level. All the brightest minds are here, and the energy is just electric. The city offers a favourable environment for growth, supported by a vibrant community of skilled professionals and a dynamic culture. It’s the new India, in my view – the modern, evolving version of it. We see this as an ideal location to expand our presence and better serve our clients in the region.

2. What can people expect from The Charcoal Project’s Hyderabad outpost?

At the grand store, people can expect a unique and immersive shopping experience. Some of the embroidery and prints in the furnishings are inspired by birds, animals, and fruits from the Konkan coast, with motifs influenced by other regions as well. We’ve also designed a furniture collection inspired by tree branches, using metal and electroplated fibre to make it suitable for tropical climates. I think this line will resonate with Hyderabad’s spacious homes and lush gardens. Customers can enjoy exceptional service, personalised recommendations, and a welcoming atmosphere.

3. How has the luxury segment in Hyderabad evolved in the last five years?

The luxury segment in Hyderabad has seen remarkable growth over the last five years. The city has increasingly become a hub for high-end brands, with a rising demand for luxury experiences, whether it’s in fashion, lifestyle, or real estate. There’s been a noticeable shift in consumer mindset, with more people embracing luxury as a symbol of both quality and style. The influx of international brands, coupled with a more discerning clientele, has contributed to this transformation. Hyderabad is quickly becoming one of the top luxury markets in India, and it’s exciting to be a part of that journey.

4. Why did you choose to design the six different levels of The Charcoal Project Hyderabad in different themes? What are some of the highlight features across these floors?

The decision to design the six different levels of The Charcoal Project Hyderabad in distinct themes was driven by the desire to offer a multi-layered, immersive experience that speaks to diverse interests and showcases a variety of creative expressions. Each floor tells a unique story and provides visitors with something different, making the space dynamic and engaging. Starting with ‘Objects of Affection’ on the ground level, which offers unique memorabilia and vibrant collaborations. The first floor showcases a chic apartment with a kids’ play area featuring art by my son, Hridhaan, with proceeds going to charity. The second floor integrates smart tech and a collaboration with Hacker Kitchens. We have also collaborated with renowned designer Gauri Khan, who has lent her artistic vision to the third floor. The fourth level presents a botanist-inspired art furniture gallery. The fifth floor, called the ‘Barn House’, is a space for our creative discussions and consultations.

5. Can you share more details about the Sussanne Khan x Janavi collection?

This is truly the most intricate and detailed collection I’ve had the pleasure of creating, alongside my dear friend, Jyotika Jhalani. It’s been a labor of love and we’ve carefully curated each piece with immense passion. The collection is a beautiful fusion of timeless elegance and modern sensibility-where every detail reflects artistry, craftsmanship, and emotional connection within your home. It blends nature’s wonders with luxurious textiles, intricate craftsmanship, and regal aesthetics. Designed to evoke the beauty of Cairo’s sunsets, it offers an atmosphere of both sophistication and warmth. The rich hues of crimson, blue, and green infuse spaces with a deeper connection to nature, whether you’re a fan of maximalist style or minimalist design. This collection seamlessly marries traditional techniques with contemporary design, creating spaces that are not just visually stunning but also historically and emotionally resonant.

6. What is next in store for you and The Charcoal Project?

Next for me and The Charcoal Project is an exciting phase of expansion. We aim to increase our presence by opening new locations and exploring innovative concepts across different markets. With a focus on diversifying our portfolio, we plan to take on a wide range of projects, each designed to push creative boundaries and offer unique experiences. This growth will allow us to continue evolving and setting new standards in our industry.