the client was one of the largest lumber wood panel manufacturers in the country and wanted to have a few sleek, knock-down, easily assembled furniture pieces designed as a part of the exhibit in major trade fares in the country. the design should explore the possibilities of the product in the furniture and interior segment, should be able to communicate to the target audience – professionals, in a powerful way.
the project had a potential to be employed as a tool for visual merchandizing and corporate positioning, if only we jettison the client’s brief and create a completely new agenda for the same. hence the furniture design idea was shelved, instead we set out to explore the possibilities ‘ space ‘ and ‘ materiality ‘ as a medium for visual merchandizing – quite a lateral step, contrary to the chaotic world dictated by ‘point of purchase’ visual clutter.
a ‘mobile’ installation was proposed, which would occupy the given spatial limits of a typical exhibit space of 3m x 3m x 2.4m. the sophisticatedly detailed assembly could be assembled and dismantled in one hour and could be stacked easily for long distant transportation.
the project delves on the duality of architectural spaces in certain ‘time-space’ continuum. the idea was to create a spatial situation subjected to ‘dual reading’, where it dwells in the realms of architectural space and the world of physical s - a ‘space’ to be experienced from within, with its specific material and evocative qualities and as a ‘’ with its tectonic purity and visual interest.
call it ‘- space gestalt’
P R O J E C T S I G N I F I C A N C E A N D I M P A C T
‘Subverting’ the brief, is a theme that we have been employing successfully to elevate the projects to un chartered realms of architecture. This project was a bench mark where the highest levels of synergy between the formal architectural idiom and corporate goals were achieved.
The project went on to give a clear edge for the product and tremendously helped to increase the awareness of the material and its application among the target audience.
Lalita Tharani, Mujib Ahmed, Rajesh