Jai Sharma Redefining Luxury Design as Cultural Storytelling with Envelop

An Exclusive Interview with Jai Sharma, founder of Envelop, an experience design studio

In this insightful interview, Jai Sharma, founder of Envelop—an acclaimed experience design studio—shares his vision of redefining luxury design as a form of cultural storytelling.

Blending heritage, artistry, and innovation, he crafts immersive brand experiences that transcend aesthetics to evoke emotion and meaning.

What inspired you to start Envelop, and how did the idea of combining business strategy with spatial storytelling come to life?

Jai Sharma: The idea for Envelop really began long before it officially took shape. During my college years at Columbia University, I loved hosting people, even small dinners would turn into curated experiences with music, lighting, and conversation flowing in sync.

That instinct for creating atmosphere stayed with me, and when I returned to India, I channelled it into Jaipur Bar Stock Exchange, where I could experiment with how design and energy shape social experiences.

Envelop was a natural progression of that passion. Over time, I realized that storytelling through space could do more than create a mood, it could also serve a clear purpose. That’s where my love for design met business strategy.

Today, Envelop exists to bridge both worlds, transforming intent into experiences that people don’t just see, but truly feel and remember.

How do you define “experience design” and what sets Envelop apart in this space?

Jai Sharma: For me, experience design is about creating a feeling that stays long after the lights go out. It’s not just décor or visuals, it’s the choreography of every element that shapes how people move, connect, and remember.

At Envelop, we approach design as storytelling through space. Each project begins with intent, understanding the emotion we want to evoke  and from there, everything else follows: architecture, technology, sound, scent, even how the light falls on a surface.

What sets us apart is our ability to translate emotion into form, to turn stories into environments that feel alive, personal, and unforgettable.

Can you walk us through your creative process from client briefing to the final design execution?

Jai Sharma: Every project at Envelop begins with a story. Our first step is always the questionnaire, a conversation that helps us understand the client’s world, their emotions, memories, and intent.

From there, we translate those insights into a concept narrative, something that feels both visual and emotional. Once the story is clear, the design process becomes about layering, materials, light, technology, sound, and movement, all aligned to that central idea.

Throughout, we work closely with fabrication, content, and tech teams to ensure that what’s imagined on paper feels alive in reality.

By the time we reach execution, every detail, from the scent in the air to the rhythm of lighting is tied back to that first brief. It’s never just about how a space looks, but about how it makes people feel from the very first step to the last moment.

What challenges do brands face when trying to create immersive experiences, and how do you address them?

Jai Sharma: Brands face two main challenges: a disconnection between creative vision and commercial results, and a lack of authenticity. Many treat immersive design as a temporary marketing stunt.

We address this by being rigid in educating the client on the commercial value and making the design a direct strategic expression.

We also ensure every design, like the heritage backdrop for Punit Balana, is rooted in the brand’s deep, authentic values, preventing a fragmented experience.

How do you adapt your design philosophy for different formats—corporate spaces, hospitality venues, or celebrations?

Jai Sharma: At Envelop, our core philosophy never changes, it’s always about storytelling through space, but how we tell that story shifts with context. For corporate and brand experiences, the design is guided by strategy and intent.

For instance, when we launched The Cascades in Hyderabad, a 63-storey real estate project, the design translated the philosophy of water into kinetic installations and immersive storytelling, aligning aesthetics with brand purpose.

In hospitality, the focus is on atmosphere and continuity. For projects like 1932 Trevi in Jaipur or Idylll in Bangalore, we used narrative-driven interiors to transform restaurants into sensory journeys that make guests feel part of a story.

For celebrations, emotion takes center stage. Every wedding is treated like a personal narrative — from Kintsugi, where a broken perfume bottle inspired the design language of healing, to Parametrics of Love, where a 17-year story became a futuristic architectural experience.

No matter the format, the foundation remains the same: every space must have meaning, and every detail must move people.

What role does technology play in enhancing emotional connections in spaces?

Jai Sharma: Technology’s role is shifting from a novelty to an invisible, camouflaged storytelling tool that deepens emotional connection.

We use it to amplify emotional depth, allowing the space to reveal personalized content, and for theatrical immersion, such as using 8,000 sq. ft. of LED screens to create the illusion of dining within a setting sun. Ultimately, the goal is not to replace human connection but to support it.

As pioneers in live experience, we believe that despite technological advancements, the future will always circle back to the importance of human installations and performing arts and the power of listening to the story through a human instead of watching it virtually.

What advice would you give to young designers who want to merge business strategy with creativity?

Jai Sharma: My strongest advice is to become a true creative visionary who’s fluent in the language of the balance sheet. Treat creativity and strategy as partners, not opposites.

First, design for behavior, not just aesthetics, always ask, “What specific emotion or action does this design choice inspire?” That intentionality is the foundation of strategic design.

Second, learn to articulate the Return on Experience (ROE), when you can demonstrate how your ideas move the needle for a brand, they stop being “nice-to-have” and become “must-invest.”

And finally, stay endlessly curious. The best ideas don’t come from design trends but from how deeply you absorb the world around you.

My own travels, and deep dives into literature and nostalgia, have been my greatest teachers. When imagination and intent move together, creativity stops being decoration, it becomes transformation.

Jai’s perspective reveals how true luxury lies in narratives that connect people to culture, sparking creativity and inspiring a deeper appreciation for design’s role in shaping identity.

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