ES. Strides Design Studio has been in the industry for over two decades – what has been the most defining moment in your journey so far?
Jaspal Kukreja. The most defining moment wasn’t a single award, but our successful transition from a local design boutique to a global execution partner. Moving beyond borders to execute high-scale projects in international arenas validated our systems and design philosophy. It proved that our creative DNA resonates just as strongly in Europe or Asia as it does at home. That shift in scale and mindset transformed us from “service providers” into “global consultants.”
ES. Since founding Strides in 2000, what were some early challenges that helped shape the company into what it is today?
Jaspal Kukreja. In the early 2000s, the biggest challenge was the limited availability of advanced materials and technology in the exhibition space. We had to be incredibly resourceful, often innovating on-site to bridge the gap between a client’s vision and reality. These constraints taught us the value of “precision engineering” and “rigorous planning.” They instilled a culture of resilience—ensuring that no matter the logistical hurdle, the final delivery remains uncompromising.
ES. Strides offers end-to-end exhibition solutions – from design to execution-how does this complete approach help you stand out in a competitive market?
Jaspal Kukreja. In a fragmented market, clients often face a “lost in translation” moment between a designer’s concept and a contractor’s execution. By offering an end-to-end model, we eliminate that friction.
Accountability: The client has a single point of contact.
Feasibility: Our designers understand the structural mechanics, so our renders aren’t just “pretty pictures”—they are buildable realities.
Quality Control: We oversee every screw and paint finish, ensuring the brand’s integrity is maintained from the first sketch to the final handover.
ES. You’ve worked across different industries and global exhibitions – how do you make sure each stall feels unique and not repetitive?
Jaspal Kukreja. We treat every project as a storytelling exercise rather than a construction task. Before we look at floor plans, we look at the brand’s “Why.”
Deep Research: A pharmaceutical brand requires sterile, high-tech minimalism, while a textile brand needs tactile, warm environments.
Bespoke Elements: We avoid “template” designs. By integrating custom-fabricated elements and specific lighting palettes for each client, we ensure that the visitor’s sensory experience is tailored specifically to that brand’s identity.
ES. With exhibitions becoming more experience-driven, how are client expectations changing today compared to earlier years?
Jaspal Kukreja. The shift has moved from “Visibility” to “Engagement.” Earlier, clients just wanted to be seen; today, they want to be experienced.
- Digital Integration: Clients now expect seamless integration of AR, VR, and interactive touchpoints.
- Sustainability: There is a massive surge in demand for eco-friendly materials and “green” booth designs.
- Data-Driven Design: Clients are interested in how the design facilitates lead capture and visitor flow analytics. We are no longer just building stands; we are building experiential marketing hubs.
