Bengaluru: Nilkamal Homes, in collaboration with creative agency tgthr., has launched SAFE SPACE STUDIOS by Nilkamal Homes, an initiative aimed at transforming retail spaces into dedicated content creation hubs for digital creators.
The initiative addresses a growing challenge within the creator ecosystem—limited access to safe, well-designed, and professional shooting environments. While creators play a key role in shaping brand narratives and driving audience engagement, many continue to operate from constrained or costly setups.
With SAFE SPACE STUDIOS, Nilkamal Homes is opening its stores after-hours to provide creators with aesthetically designed, ready-to-shoot spaces at no cost. Interested creators can apply online, with selected participants receiving allocated time slots to utilise the spaces.
The concept has been piloted at the brand’s flagship store in Bengaluru, with plans for gradual expansion to other cities.
Speaking on the initiative, M Parekh, President at Nilkamal Homes said, “At Nilkamal Homes, designing beautiful spaces that elevate everyday living has always been our focus. With SAFE SPACE STUDIOS by Nilkamal Homes, we wanted to extend that thinking to the creator ecosystem. Creators do so much for brands today, and they are an important part of our business. This initiative is our way of supporting people we truly value. SAFE SPACE STUDIOS by Nilkamal Homes gives creators the space and support they need to create comfortably.”
Aalap Desai, Co-founder and CCO, tgthr., added, “Creators today do so much for brands and culture, yet access to the right environment to create is still limited for many of them. SAFE SPACE STUDIOS by Nilkamal Homes started with a simple thought: what if a brand could give something meaningful back? By collaborating with Nilkamal Homes, we’ve turned a retail space into a creative enabler where creators can focus purely on bringing their ideas to life.”
By reimagining physical retail spaces as creative environments, Nilkamal Homes and tgthr. aim to bridge the gap between brand infrastructure and the evolving needs of the digital creator community, while reinforcing the role of retail in enabling content-driven culture.
