Susanne Khan, the visionary behind The Charcoal Project, brings her signature blend of innovation, craftsmanship and understated luxury to Hyderabad with the launch of her flagship store in Jubilee Hills. The Pioneer caught up with Susanne over an exclusive chat as she discusses her journey, Hyderabad being the latest chapter and more
Tejal Sinha
In the ever-evolving world of interior design, few names command as much recognition as Susanne Khan. With an eye for detail and an instinct for innovation, she has redefined the way spaces are envisioned and experienced. Since founding The Charcoal Project in 2011, her journey has been one of continuous exploration—blending timeless elegance with cutting-edge technology to create interiors that are both striking and deeply functional. Now, with the unveiling of her latest flagship store in Hyderabad’s Jubilee Hills, she embarks on a new chapter, bringing her signature aesthetic to a city known for its rich heritage and modern aspirations.
More than just a design destination, this six-floor space redefines interiors by seamlessly integrating advanced home automation, intelligent lighting and high-end aesthetics. With a focus on “quiet luxury” and a deep appreciation for personal storytelling through design, Susanne aims to offer Hyderabad a new era of immersive, functional, and bespoke interiors.
With the launch of the flagship store in the vibrant and historic city of Hyderabad, The Pioneer had an opportunity to delve into her journey, her design philosophy and what this new chapter in her creative evolution means.
The Charcoal Project’s new home in Hyderabad’s iconic Jubilee Hills isn’t just a store; it’s a carefully crafted space designed to push the boundaries of interior design. The decision to choose Hyderabad for this flagship location stems from a confluence of factors. “Hyderabad is a revelation—it’s a city that is both progressive and dynamic. While I hadn’t spent much time here before, my visit was eye-opening. The warmth of the people, the authenticity and their appreciation for refined living made it the perfect location to bring our vision to life.”
With a remarkable portfolio spanning advanced home automation systems, premium kitchen brands like Häcker and Easy Kitchen and top-of-the-line audio-visual merchandise, Susanne and her partners—Karan Bajaj, Nafees Ahmed and Rishabh Jain—are introducing a new era of immersive spaces. “The Charcoal Project Hyderabad is not just about interior products,” Khan explains. “It’s about innovation. It’s about advanced automation systems, intelligent lighting and state-of-the-art audio-visual solutions. These elements seamlessly fuse with furniture and living spaces, creating an experience that is both functional and aesthetically exceptional.”
Over the years, her creative journey has evolved, constantly embracing new trends while retaining a commitment to timeless design. “My personal style is incredibly versatile,” she reflects. “I believe that one should not adhere to a singular style throughout life. It’s about constant evolution, adapting and growing depending on the client and the context.” This mindset was influenced by her time studying design at Brooks College in Palm Springs, where she learned the importance of continuous growth and the exploration of new materials and forms. Every year, she revisits the latest design trends, drawing inspiration from her travels and experiences, keeping her work fresh and attuned to the pulse of the design community.
The design philosophy at The Charcoal Project is best understood through Susanne’s signature style—what she refers to as “quiet luxe.” This concept blends industrial masculinity with a feminine, edgy sensibility, creating a balance that allows the space to feel both bold and understated. “I have two distinct sides to my personality,” she explains. “One is bold, edgy, and industrial. While I may appear feminine, my true aesthetic leans toward designs that are structured, functional, and often more masculine in nature.” At the same time, she embraces a deep appreciation for luxury that isn’t ostentatious but speaks softly.
When asked to define “quiet luxury,” Susanne elaborates: “It’s about creating spaces that focus on the senses. It’s not just what you see but how a space makes you feel. It’s about the scent, the texture, the tactile experience. Luxury isn’t always about opulence. Sometimes, it’s about the contrast—glossy, exuberant elements paired with matte, understated details. That’s when the magic happens.”
The new Hyderabad store is set to showcase this philosophy, spanning six floors filled with an eclectic mix of collections from both renowned local and global designers. Susanne’s approach to curating such a diverse range was guided by a singular vision: to offer something for everyone. “We want to welcome anyone who wants to add a little ‘Charcoal’ quotient to their space,” she says. “Our mission has always been to refresh and excite. With this new store, we present a range of possibilities, ensuring there’s something here for every taste.”
One of the standout features of this new space is the dedicated floor for Gauri Khan Designs, a collaboration that reflects Susanne’s long-standing friendship and mutual respect with Gauri Khan. “Gauri is an incredibly dear friend,” Susanne shares. “I’ve always admired her unique sensibility and distinctive style. We complement each other beautifully, and having her as part of the Hyderabad store brings a new layer of diversity to the customer experience.” The presence of Gauri Khan Designs at The Charcoal Project, with its distinct flair, adds a refreshing dimension to the space, creating an atmosphere that balances Susanne’s design sensibilities with Gauri’s individualistic style.
When it comes to curating spaces—whether residential, commercial, or luxury—Susanne’s approach has always been client-centric. “The space belongs to the client, and their happiness is my top priority,” she explains. “My role is to elevate their ideas, ensuring that their vision is realized while also adding my own expertise and creativity. It’s about striking the right balance between personal vision and professional insight.”
While creating these unique spaces is rewarding, it’s also challenging. Susanne prefers to view these challenges as opportunities for growth rather than obstacles. “Every project motivates me to push the boundaries of what’s possible. I’ve learned that when you reach a point where you’re comfortable, it’s time to shake things up and explore new possibilities,” she says. These experiences have significantly expanded her understanding of design, helping her refine her skills and sharpen her approach.
As a woman leading a brand in a traditionally male-dominated industry, Susanne has some empowering advice for aspiring female designers: “Trust your instincts, embrace your individuality, and challenge the status quo. Design is about storytelling, and your unique perspective is your strength. Innovation comes from fearlessly reimagining materials, forms, and functions. Surround yourself with inspiring people, keep learning, and never let the industry define you—redefine it with your vision.”
Looking ahead, Susanne’s ultimate vision is one that redefines the landscape of interior design in India. “I want to create soulful, functional spaces where innovation, craftsmanship, and technology merge seamlessly,” she shares. “I see The Charcoal Project as more than just a destination; it’s a movement. A movement that challenges conventions and inspires people to embrace bold, personal interiors. Through collaborations with artisans and designers, I want to help shape a future where every space tells a unique story of individuality and quiet luxury.”
As Susanne continues to push the boundaries of design, The Charcoal Project in Hyderabad represents not just the next chapter of her brand, but a fresh wave in the evolution of interior design in India—one that blends innovation, art, and functionality to create spaces that are truly unique.
