PORTFOLIO ‘16 AA SHNA PARE KH
About Me
‘ Make it simple, but significant ’ is what I believe in . Walt Disney once said “Whatever you do it well. Do it so well that when people see you do it they will want to come back and see you do it again and they will want to bring others and show them how well you do what you do.” I believe my goal as a spatial experience designer has been achieved if the space leaves a strong impact on your memory. Beyond design, I love interacting with people and sharing experiences. Currently, I am looking for an internship for my Graduation Project for a duration of 18-20 weeks starting from 15th July to 30th November.
Contents 01.
Retail Spaces
02.
Display System
03.
Event Design
04.
Tensile structures
05.
Nature and Form
06.
Space Transformation
07.
Skills
RETAIL SPACES RAJASTHALI : The handicraft store DURATION : 4 WEEKS TYPE : INDIVIDUAL BRIEF : To study an existing retail store in the city and redesign the space for better efficiency.
RAJASTHALI EXISTING PROBLEMS WITH THE SPACE
Too much to grab. Claustrophobic. Many products displayed below eye level. No segregation of products.
Lack of product details and information. Less circulation space. Lesser space in comparison to the man power.
Trouble cleaning the fixtures. Lack of promotion and publicity. Poor lighting.
ROOM 1
STORE FRONT
ROOM 2 RAJASTHALI, the handicraft store located on M.G road, Pune provides shoppers the experience of buying authentic Rajasthani products of a wide range. The store caters to specific categories of people which include co-operates, tourists / foreigners and families from Pune city. Most shoppers visit the store to purchase gifts . The store has a lot of products which come under the category of : Quick purchases . Antiques .
DISPLAY SYSTEM MICHEAL KORS DURATION : 6 WEEKS TYPE : INDIVIDUAL BRIEF : To study a brand and design a display unit with aesthetic detailing.
MICHEAL KORS
DISPLAY UNIT FOR WATCHES + BRAND STUDY
BRAND STUDY COMPANY : MICHAEL KORS Michael Kors is a global luxury brand with a jet-set aesthetic that combines elements of style, elegance and sport. The company was established in 1981 and is led by Michael Kors, a prominent fashion designer based in New York city. This brand operates in three segments : retail, wholesale and licensing . Their products are sold in company operated retail stores, leading departmental stores, specialty stores and through carefully selected licensing partners.
MICHAEL KORS COLLECTION The items in this collection are made from the highest quality materials such as leather and other exotic skins. The handbags and smaller leather goods retail from $500 to $6000 while footwear retails from $300 to $1200 and apparel retails from $400 to $4000.
PRODUCT RANGE
LICENSED PRODUCTS Michael Kors watches have been licensed by FOSSIL inc since 2004. They are sold in Michael Kors retail stores and to wholesale customers as well as in selected watch retailers. They are priced from $150 to $500.
PRICE Michael Kors watches range from silver, gold, rose gold, turquoise, glitz and leather. They are fashionable and would cost approximately $150 to $900 (Rs 10,000- 60,000).
PEOPLE When it comes to purchase behaviors there are three main categories of people : Price consideration : They spend in accordance to what they earn and look for deals an discounts so they feel like they own a luxury product. Quality consideration : These customers buy based on the quality factor. Kor’s products are know for their high quality material and craftsmanship. Ego consideration : Most shoppers enjoy feeding their egos by purchasing high-end products.
POSITIONING Michael Kors is a leader in its category withing the luxury goods industry. Its market share and performance is in relation to competitors like Ralph Lauren, Guess, Coach, Louis Vouitton.
PROMOTION A factor which enhances the brand is that it is up to date with technology and innovation through its website as well. The customers can view the products and find out more about the company’s vision through their blog ‘destionkors.com. The company has created campaigns that benefit the less fortunate, with the latest being #watchhungerstop.
TECHNICAL DRAWING DISPLAY UNIT FOR WATCHES : ROUTE 1
Rectangle Hollow Sections (Stainless Steel) 60*25 mm
Bronze Patina Finish
Fittings
C channel 12mm thickness
Fittings
40*6 mm SS dovels
DISPLAY UNIT FOR WATCHES : ROUTE 2
EVENT DESIGN PUNE DESIGN FESTIVAL DURATION : 5 WEEKS TYPE : INDIVIDUAL BRIEF : Connecting more people to the design industry in India and providing a platform for designers to network.
PUNE DESIGN FESTIVAL BRAND COLLATERALS PROJECT BRIEF:
(Design) x 2016 , The 10th (X) year of Pune Design aimed to connect more people, increase the awareness of design and the design community in India. ‘OUTREACH’ was the motto for this years event. PITCH : Since this years theme is DESIGN X, the scale of the event is magnified and the design community aims at outreach the app will be a medium which will be accessible to all. The online PDF website shall update or inform the users to download the app. The app will provide information about upcoming events like : Design debates. Contests, PDF schedule, Venue. Designers could share their stories of their design journey and their post could be featured in the app. Various start ups firms could promote their ideas and connect with various designers using this platform. Once the user has downloaded the app with a log in Id the user’s profile and basic details have to be mentioned after signing in. Notifications on the mobile of a countdown to the event. Users of the app could take a picture of any quirky / inspirational / fun designs that they come across and would like to share.
PUNE DESIGN FEST : MOBILE APP LOG IN
PROFILE
HOME PAGE
EVENT
CONNECT
SHARE
TENSILE STRUCTURES HANDICRAFT EXPO DURATION : 3 WEEKS TYPE : INDIVIDUAL BRIEF : :Understanding the tensile structures and the forms generated, thus creating a structure for an event or exhibition.
HANDICRAFT EXHIBIT The exhibition aims at improving the economic status of the artisans and thereby promoting the survival of traditional crafts in India.
INSPIRATION : Delhi Haat, National Handicrafts and Handloom Museum, New Delhi. FORM GENERATION : Paisley (Motif ) used in many Indian textile prints was the basis for form generation for the exhibition.
THE HANDICRAFT EXPO : A platform for the exhibitors (craftsmen) to showcase their work on a rotational basis and become entrepreneurs in this permanent exhibition center.
HANDICRAFT PRODUCTS SOLD : -Clay -Bamboo -Textiles -Wood -Stone
ZONING BASIC ESSENCE OF THE AREA : -Lively -Interactive -Promoting the different crafts 30% of the stalls which are a part of the crafts market would include the permanent exhibitors who would have workstations attached to their stalls. These are the craftsmen of India who are looking for place to expand and revive their art and crafts. Some of these crafts include : Kasuti, Rogan, Nettle, Ganjappa, Molela, .
MODEL The Crafts Market ensures that all the products are sold directly from the artisans to the consumers thus making them economically self-sufficient. The Training Center is for those artisans who are looking for a platform to expand and become entrepreneurs. The Gallery would display the work of these artisans which would be permanently exhibited. The Performance Center is located right next to food court and food stalls where traditional Indian dances would be performed to make the area more lively.
The tensile structure : MATERIAL : Lycra Net Mild Steel rods(4mm)
NATURE AND FORM HAMMERHEAD SHARK DURATION : 4 WEEKS TYPE : INDIVIDUAL BRIEF : The aim was to study an element from nature and translate its attributes to 2D and 3D forms.
HAMMERHEAD SHARK 2D EXPLORATIONS
SWIFT STRONG AGILE The slender body tapers at the end. The head is perpendicular to the body at the intersection. The unusual shape of the head helps the shark to pin down its prey. MAXIMUM LENGTH : 6 feet RATIO : HEAD - BODY (1 : 2)
FINAL FORM The main feature is the head which is used to steer the body,it enables faster movement with a lesser drag. The eyes are positioned on either sides of the sharks distinctive hammer head which gives the shark 360 degrees vision.
FORM GENERATION : The form is inspired from the swift movement of the shark.
3D FORM
FINAL FORM
SPACE ANALYSIS MARCEL BREUER DURATION : 2 WEEKS TYPE : INDIVIDUAL BRIEF : The aim was to study the work of an architect and design a space which would reflect his style of work.
MARCEL BREUER ARCHITECT RESIDENTIAL SPACES Inferences : -Individual elements combined and perceived as one form. -Bold and imposing style of architecture. - Local/Climatic response materials used. (stone, concrete, glass) - Forms are based on the functional requirement of the space and as per location. -Interplay of spaces and daring juxtaposition of materials -Subtle color palette.
BACK ENTRANCE 3962*2048
BEDROOM 3652*2621 LIVING ROOM 4267*6096 WASHROOM 2253*1752
BEDROOM 4176*3657
ENTRANCE 2438*2436
KITCHEN 2011*4289
MAIDS ROOM 1920*2743
WASHROOM 1524*1827
DINING ROOM 2657*3962
Public Space Private Space Breuer used the ‘bi-nulear’ concept to seprate the two wings of the house.
MODEL FUNCTION OF SPACE : PRIVATE RESIDENTIAL HOME (FAMILY OF FOUR) LOCATION : Boston, Massachusetts.
FORM: -Intended use of geometric cuboids. -Use of combination of materials. -Dominant and bold form.
HAND SKILLS
THANK YOU
NAME : Aashna Parekh D.O.B : 27th November, 1994. EMAIL : aashna250@gmail.com ADDRESS :102, Shaan Apartments Kashinath Dhruru Marg, Prabhadevi, Mumbai - 400 028.