High-rise DLF buildings edging on green land area in India


Urban Landscapes Reimagined


Designing New Horizons for India’s Largest Real Estate Developer

The Challenge

A rising superpower on the world stage, India is fast becoming the next demographic sweet spot for luxury. With a 75-year legacy and a core mission to provide real estate development, management, and investment services of the highest calibre, DLF’s contribution to that rise is immeasurable. 

They’re a business dedicated to developing ecosystems for India’s changing needs, driving sustainability across every vertical. To simultaneously push forward and do the country’s growing prominence justice, DLF partnered with Matter Of Form on a long-term engagement to brand districts and innovate across Gurugram and Delhi.

From strategy, identity work and digital design to 360 campaigns and full experience centre concepts, our work with DLF revolves around shaping future lifestyles across India through robust yet dynamic design and innovation.

The Grove

An address defining the future of Gurugram, The Grove fuses four storeys of intelligent design with breathtaking natural vistas to bring you closer to the earth. It’s a differentiated offering that deserves emphasis in urbanised areas where natural, green spaces are often lacking. We needed to establish The Grove as the best of both: modern urban living, framed in nature.

Our work on the project spanned brand development, positioning, strategy, visual identity, UX & UI design, content production and brand asset creation. All springing from the idea of being grounded in nature, reconnecting urban lifestyles with the peace of the earth. 

It’s why much of our design work plays with light and shadow, natural shapes and earthy, tonal palettes. It’s why our copy speaks to the property’s luxury proposition; surrounded by nature and literally closer to the earth as the only luxury low-rise residence in DLF5. And it’s why our strategy is rooted in reinstating the richness of urban living. Making ‘home’ an escape from the everyday.

ONE Midtown

ONE Midtown is a new luxury residential ecosystem in Delhi, harmonising luxury metropolitan living with the best of nature. Currently under construction, the ecosystem features Midtown Community Center (healthcare facilities, retail stores, banquets and dining), Midtown Plaza (a buzzing retail destination with shopping, entertainment and dining), DLF Towers (commercial hub with seven stories of office spaces) and a residents-only clubhouse.

Our brief was to create a campaign concept that reactivates key brand messages and reinforces ONE Midtown as an aspirational place to live. Through a series of OOH and print ads, the campaign captured the ecosystem’s unique blend of green natural worlds and Delhi’s distinctly urban environment. 

We then developed art direction; followed by conceptualisation, scripting and pre-production for a brand film, that would further solidify ONE Midtown as the heart of Delhi, animating our concepts and breathing new life into the area.

The Arbour

Situated in Sector 63, The Arbour is the latest luxury residence from DLF; a combination of beautiful architecture and elevated design that provides one of the most superior living experiences within the portfolio. 

After crafting a distinctive name for the property and supporting logo, we rolled out The Arbour’s identity and offering in a compelling campaign for launch. Alongside the brand design work, we were tasked with conceiving an end-to-end experience to immerse prospective residents into The Arbour.

Positioned around space, light and sense of time, our creative concept guided visitors through immersive spaces designed to mirror the journey from dawn to dusk, brought to life by a number of different creative technology ideas simulating sensorial experiences. 

By incorporating cutting-edge tech and a range of visual, aural and architectural elements, our team designed an enveloping experience that helps prospects buy into The Arbour brand and lifestyle as they move through the centre.

THRIVE & Beyond

Branching further, we began working with DLF’s hospitality division to brand THRIVE, designing a distinctive logo mark that represents the transformative wellness experience THRIVE provides. As the business continues to scale, Matter Of Form and DLF’s partnership grows too – across multiple verticals, developing new concepts and brands to pave the way for India’s evolving needs and legacy.