As plan loci looks to complete their third retail space for Luxmi Digital Studio, we pause to reflect the journey and how context morphed the initial idea into different forms. The first time around, the client approached us to refurbish their façade and interior for their existing retail outlet in Delhi, We felt inspired to use the occupation of the client to reflect their visual identity and thus conceived the idea of extracting ’pixels’ from a digital image and introduce it to the built form.  The idea is developed by exploring the RGB gradation to capture the entirety of a colour range and taken even further by addressing the non-colours as well. With time, we got the opportunity to do two more outlets. Here, we felt the idea of ‘pixels’ should be maintained to allow the visual identity to carry through, though changing it by addressing the context critically.