As the lines between architecture and lifestyle blur, the real estate industry is undergoing a profound transformation. The focus is shifting to spaces that evoke a sense of belonging. It’s within this evolving milieu of Jubilee Hills, Hyderabad, that the DSR group develops an opulent experiential centre titled ‘The World Experience Centre’ at Jubilee Hills. “We tried to give a sense of how they would be living later on through the Experience Centre, bringing elements of that future lifestyle into the space itself,” shares Sidharth Reddy, CEO of The World. The Experience Centre challenges the conformist role of real estate retailing with a space that allows clients to experience a future home even before it comes to life.

A Legacy Of Curating Lifestyle

While most products can be experienced before obtaining them, a home requires conviction as it takes years for the vision to materialise. “This time gap makes it difficult for customers to truly visualise what their future home and lifestyle will be like,” reveals Mr Reddy. It’s this ethos that has long shaped the philosophy of DSR Group, one of South India’s most ingenious names in real estate. Established in 1988 by a brother duo, Mr D. Sudhakar Reddy and Mr D. Prabhakar Reddy, DSR Group has evolved into a powerhouse of design.

Over the decades, DSR Group has studied how people truly want to live and their aspirations, which enables them to punctuate every project with thoughtful detailing and an enduring sense of belonging. Thus, they meticulously curated the offerings at The World at Jubilee Hills, where urban luxury is reimagined through private sky pools, a colossal clubhouse, and a high-street retail promenade. “I strongly believe that in the decade ahead, we will see new developments in Hyderabad that will challenge the broader luxury landscape in India,” notes Mr Reddy.

A Taste Of Home

With a vision to redefine the meaning of luxury living in a regional context, “We are bringing that experience alive even before you have moved in,” shares Mr Reddy. In keeping with this, the team set out to explore design capitals such as Dubai and Singapore, where ultra-luxury has evolved into an effortless part of design. To infuse the insights from the travels into an approx. 25,000 sq. ft. Experience Centre, the developers approached Hyderabad-based designers Aamir and Hameeda Sharma of Aamir & Hameeda Interior Design Studio (AANDH). Subsequently, away from a project’s actual site, a three-storey immersive centre comes to life. In the experience centre, “We have carefully mirrored the journey of a resident: driving into the grand entrance, stepping out of their car, entering the basement lobby, taking their private elevator, walking through their home, and finally experiencing the master suite,” avers Mr Reddy.

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The Prelude To A Charming Retreat

With a brief to imbue a sense of opulence, a soaring 20-foot ceiling offers a rare sense of luxury in the urban fervour. The entrance is drenched in natural light filtering through the colossal glass façade, with a sculptural helical staircase parlaying as the pièce de résistance. “The elliptical staircase was something we spent a lot of time on, at the site, as it had to be perfect, as we didn’t have accurate drawings, so basically a lot of details were done at the site,” reveals architect Amir Sharma. Donning a lime green hue, the staircase transforms into a node while adding a pop of colour to the otherwise neutral palette. “We used pops of colours and sculptures everywhere to bring about a change in the monochrome grey tones,” Mr Sharma notes.

Pause spaces foster connections. These connections are established in the intimate seating zones, distinguished by a bespoke trellis screen and are corralled by the map of Hyderabad. Peering at the conversations, a concealed doorway reveals an immersive theatre. Designed as a sensorial escape, it envelops visitors in choreographed lighting, layered acoustics, and cinematic projections that trace The World’s grand narratives. “Behind the theatre, we have the breath-taking scale model on the LED screens guiding you through the project, on the side are various conference rooms,” notes the architect. 

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In keeping with the distinct sensitivity required to design public and commercial spaces, the designers eschewed a larger, coherent theme. “The material palette is nothing but vast, from the use of earthy materials to uber luxury forms and furniture, we did it all,” they share. The palette transitions seamlessly between opulence and minimalism, attuned to both the spatial rhythm and the human experience. 

Beyond its architectural and design prowess, the Experience Centre extends into the realm of cultural engagement, hosting curated gatherings that span art showcases, wellness sessions, and intimate soirées. From exclusive culinary experiences helmed by celebrity chef Vicky Ratnani to evocative art exhibitions by FICCI Flo, the space transforms into a vibrant confluence of culture and connection. These immersive encounters cultivate a sense of belonging. 

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The Art Of Quiet Luxury

Upstairs, the showflat unfolds in warm timber accents, muted palette and unexpected pops of hues, all drenched in natural light. “The apartment was most challenging as we had to combine luxury, earthy and a Wabi Sabi vibe all at the same time, keeping the latest trends alive,” the designers reveal. It features nooks adorned with sculptures and planters, inviting moments of calm. The living area stands between a paradox of a private balcony and a tucked-away library offering a more intimate retreat. The dining area centres around a sculptural table and resplendent chairs, and the bedrooms embrace character through crimson tones and printed headboards that infuse warmth. 

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A Vision Beyond

As urban chaos sketches a perception of a dystopian future, The World brews a rebellion with a sanctuary that nurtures connection, warmth, and the timeless art of living consciously with a gated community of 478 uber-luxury residences. Its design narrative references the region’s natural and cultural context. Its design pays homage to the land’s contours with the crest-like undulations on the façade. A tropical green belt, conceived by the Dubai-based landscape architects Cracknell, anchored their inspiration in the historic Golconda Fort, anchored in the site’s horizon, translating its geometry and heritage symbolism into contemporary landscape forms. Furthermore, the clubhouse and high-street mall, envisioned by Killa Design, mirror Hyderabad’s iconic balancing boulders and its structural anatomy. “Beyond the home, we wanted clients to truly understand the larger lifestyle on offer,” muses Mr Reddy. 

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In essence, The World at Jubilee Hills evolves into an experience with every detail, from its sculptural staircase to its landscaped contours, reflecting an understanding of how people aspire to dwell. As the forthcoming lobby takes form in its first tower, it reiterates the project’s intent: to dissolve the boundaries between comfort and grandeur, private and communal. “The lobby in itself is an extension of your living room is how we thought of it,” shares Mr Reddy.