AASHNA PAREKH PORTFOLIO 2018
CONTENTS
Hospitality
Event Design
Systems Design
Design Management
Visual Merchandising
Zee 5 cafe
Pune Design Festival
Sustainability of heritage structures
The Pet Story
Hermès
01/ Introduction 02/ Brand strategy & Workshop review
03
01/ Introduction
14
01/ Introduction
17
01/ Introduction
02/ User Profile
15
02/ Systems model
19
02/ Mobile Application development
04
03/ Brand collaterals 03/ Brand essence 04/ Experience Principles
01/ Introduction
24
02/ Brand positioning
25
23
03/ Case study
20
03/ Locations
26
04/ Project proposal
21
04/ Window Display - Under water world
27
05/ Window Display - Nature at full gallop
28
05 06
05/ Initial Design and & Brand language
07
06/ Final Design
08
07/ Site images
11
08/ Site 2_Koramangala
12
1
15
22
04/ Mobile application development
2
16
3
4
5
HOSPITALITY
ZEE 5 CAFE The brief was to create a 360-degree experience for Zee 5 cafe as a brand, by understanding the audience, the brand’s vision and studying current trends. We started by conducting a workshop, which gave us insights on how we could develop the brand language.
OBJECTIVE
SITE 1, HSR, BANGALORE
The parent brand, “Zee” is India’s largest media and TV network. While Zee as a brand resonates with a vast audience, the business does not have a connection with millennials. To address this, Zee has created a new VOD channel called “Zee 5” filled with content aimed at reaching out to and engaging a new, millennial audience. The challenge was to embed Zee 5 into millennials’ mindset in a crowded digital media market. The vision is to diversify the brand into the realm of hospitality. This was to be accomplished by creating an immersive launch pad and physical manifestations of the brand at places where the audience spends most of their time, meeting friends and socializing. The ultimate goal is to not only generate fans, but to diversify the revenue stream.
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BRAND STRATEGY + WORKSHOP REVIEW TARGET AUDIENCE
BRAND EXPERIENCE
MILLENNIALS/GEN Z
WHY SHOULD BRANDS BE ENGAGING?
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2
EXAMPLES OF HOW BRANDS CAN BE MORE ENGAGING?
CLIENT FEEDBACK
BRAND VISION
EXCITEMENT / CONCERNS
If Z5 cafe was...
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1 2 3 4 5
While the brief identified Millennials as the core target audience, the age group parameter discussed was more aligned to Generation Z. WHO ARE THE GEN Z? Social Natives Connected Fun and frugal Global minder Friends = Family Age- 18-24
1 The struggle for the USP 2 The experience economy 3 Lucie Greene, JWT Intelligence quotes, “New era of customer From bloomers to millennials to generation I, never have expectations from retail been higher. Transactions must be instant. Services must be intuitive and personalised. Time is commodity - quicker is better. And yet, when we enter physical stores, we’re expecting magic, experience and immersion”
Sabir – “Rituals, constant engagement, relaxation x high energy, fun, creative with food as king”
Ali – ”Simple things differently, stretch the brand, change perceptions, make money”
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1 2 3 4 5 6
EXCITED ABOUT… Doing something truly unique Experience like no other New concept combining food & entertainment Entertainment across multiple platforms Brand, packaging, energy & F&B Innovative interactions human & digital
CONCERNED ABOUT… Digital component (cost & practicality) Time-lines Cause & effect Fear of the ordinary Expectations, never ending demands Unresolved issues
4 Transport
Entertainment
Social Media
04
Z5 BRAND ESSENCE, VALUES AND ACTIONS
WORKSHOP SESSION
ESSENCE
VALUES
ACTIONS
Our distinctive vision boiled down into a short, inspiring sentence
Enduring principles that underpin and guide our actions
Directives that the brand uses to create compelling experiences
Your Space
‘Lit’
HONEST Business success matters to us, however, how we do business is equally important. Treating our people and visitors well is part of our DNA.
LOCAL While we aspire to become a national chain, we remain rooted in our communities. We will grow but wont become a standardised brand.
CONTAGIOUS We are a social catalyst, through our energy we trigger a feel good factor that transmits itself to India’s youngsters.
CHILL Always easy going, we go with the flow, maintaining a relaxed and flexible approach to life.
INNOVATOR We look at things through a new lens, we aren’t constrained by what already exists, instead we search to create new experiences.
GENEROUS We are generous by nature, placing our visitors at the heart of everything we do.
ALIVE Our venues are never passive, instead they change and adapt through the day, responding to our customers needs.
FLUID Never rigid, we behave in an agile way that is always open to change and evolution.
We are of the moment, creating amazing experiences and memories. We continually evolve to maintain our relevance.
The vibe of an alcohol-free “Social” with food theatre, media interaction and experiences
Every café will be unique to it’s location with rotating pop-up food offers and media content relevant to it’s customer’s culture.
WHAT DOES Z5 CAFE LOOK LIKE ?
A ‘third space’ to meet, relax, play, take part, share, participate, create and have fun – a my space.
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EXPERIENCE PRINCIPLES
DIY : 70% : 30%
Inspiration is soul.
DREAMING
EXPLORING
LOCATING
EXPERIENCING
- Not curated, but a discovery space
- DIY food stations - Bring global food trends as pop
- Board games, trivia quizzes
- Community Fridge – for left overs
between schools/colleges.
and take away. Can be accessed
that a customer can personalize.
Gen Z especially don’t like being told how to do things. They like to make their own mistakes. Participate as groups. They need to know that their opinion matters. HOW WE RESPOND: The space is designed only 70%. The User and Maker co-create the experience to evolve the rest of the 30% Designers provide a shell to allow this organic growth. It allows the user to identify the space as ownable and personal.
Environment conscious
Zee believes in clean entertainment. The age group can be molded with their talents and interest and is in constant state of mind to explore themselves and absorb and try every new thing around them.
P Physical
HOW WE RESPOND: Providing them with constant inspirations and exposing them to various talent. Creating a platform to share and express their talents. Allow easy access to famous talents, like artists, bloggers and other achievers.
All round entertainment
- Comfort and familiarity. - Non-commercial facades. - Multiple seating, hammocks, bean bags, community tables, etc.
ups.
- Membership cards with Z5 and offers.
- Talent currency, virtual currency, - Physical OLX/ EBay. - School group projects – private
- Talent corners : photography
- Customized walls and decor
spaces with time slots.
HOW WE RESPOND: Adding solar power in parts. Ways to recycle water. Making food waste minimum. Avoiding plastic.
cycle clubs or runners club)
- Seasonal food pop ups.
music, performance.
- Media libraries. Movie clubs. - Creating a buzz with word of mouth.
- Promoting local talents.
H
- Personal recipe touches. - Group activities to evolve space. - Invite artists and inspiring people to come and use the space to work
Loyal customers can name foods .
- Chai walas and chat walas walking around offering juice shots, popcorns, or even new samples.
- Staff more as friends and less as
like their studio. Gen Z can interact
Human
Zee believes in clean entertainment. The age group can be molded with their talents and interest and is in constant state of mind to explore themselves and absorb and try every new thing around them. HOW WE RESPOND: The café allows multiple platforms of entertainment both physical and digital. Conscious of the age group, the entertainment is inspiring and co-created rather than forced.
- Pet friendly. - Physical sports on Sunday. (hosting
with Instagram walls, art, gaming,
and learn and have impromptu
waiters.
- Staff can also be part time students
workshops.
Gen Z is much more aware and conscious of the planet and environment. They understand the responsibility towards it and want to do their big part in protecting it.
after hours.
- Music moods - Birthday celebrations and offers - Workshops to teach activities like bartending
- Food theatre. - Open mics and auditions.
looking to earn extra pocket money.
- Online initiatives, apps, Facebook. - Make your playlists. - Getting people involved with ‘tell
D Digital
us what to serve”.. “Pick your chair”.
- First 200 people get to help design the chairs of the café.
-
Free Wi-Fi
- Gamification : having tables compete with each other.
After hours digital access Social media currency. Z5 app, that has its own privilege group, with updates, schedules of events and offers.
- Fantasy football official group and
-
Projectors with Zee 5
- Testimonial wall - Recommendations post purchase - Online feedback – Instagram etc .
entertainment. VR adventure sports. Online votes for food/movies/ events.
space.
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INITIAL DESIGN & BRAND LANGUAGE ROUTE 1 This route is buzzing and has the vibe and energy of the GenZ, and is evolving with the trends.
ZONE 1: ACTIVITY AND QUICK FOOD
ROUTE 2 This is where you chill out, hang out and lounge. It’s not your home or your work.. It truly lets you be in your space.
ZONE 1
LIT
ACTIVE PLAYFUL EXCITING AMAZING AF!
ZONE 3 : MY SPACE
CHILL
RELAXED INSPIRED WITTY CAMARADERIE
ZONE 3 : MY SPACE
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SHORTLISTED TAGLINES
LAYOUT
During an internal brainstorming session with our millennial coworkers, we came up with a list of terms more relevant to the age-group.
My Space TOILET
This system, plays on the commonly used term “All day Cafe”, and adds a refreshing twist with ever-changing terms.
Toilets
Fixed seating Back kitchen & storage (230 sft.)
Zone 3
Amphi Theatre
Zone 2
Transition library
Interactive map wall
1300mm AMBIENT PASTRY
900mm OPEN CHILLED DESERTS
Open Kitchen (275 sft.)
Zone 1
900mm OPEN CHILLED FOR DRINKS
All collaterals and signages would have variable terms, that could be relevant to the common lingo, or the events at the space. We could change this around for a day, or to even comment on a public event.
IMPULSE / CRISPS
TRAYS
TRAYS
IMPULSE / CRISPS
2D COLLATERALS
Food Display
Beverage counter (160 sft.) (Freak shakes)
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ZONE 1
ZONE 2
Event space/Multipurpose space + Local element (analog interactive map) + Entertainment
Transition space + Library + Open Kitchen
Pull down screen for projection of live feed from My Space area as well as other Z5 content
Analogue wall + Freak shakes
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ZONE 2
Food theater
ZONE 3
My space + entertainment + amphi
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ZEE 5 CAFE, WIP
Launch date : 11th March, 2018
Zone 3
Facade
Zone 1
Zone 2 11
KORAMANGALA, BANGALORE [ SITE 2 ]
Facade
Ground floor : Exterior View 1
+
+ NEXT 50m
Ground floor : Exterior view 2
Mood images
Ground floor : Interior View 12
First Floor : Interior View 1
Mood Images : Artist corner
First Floor : Interior View 3
First Floor : Interior View 2
Tone of voice 13
EVENT DESIGN
10 YEARS OF PDF 2016, the 10th year of Pune design festival organized by the Association of Designers India (ADI) who were ecstatic to take the event to a whole new level. The ADI collaborated with students from MIT Institute of Design,and Lemon Design, an independent design organisation based in Pune, to setup the festival. The students proposed multiple routes which could serve as a platform to connect students, individuals from other industries, as well as various startups.
INSTALLATION FOR THE EVENT
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USER PROFILES
Age :
26 years
Age :
50 years
Age :
18 years
Gender :
Male
Gender :
Male
Gender :
Female
Occupation :
Freelance Graphic designer
Occupation :
Principle designer at Lemon Design
Occupation :
Student at MIT Institute of Deisgn
Lives :
Mumbai
Lives :
Pune
Lives :
Nashik
Icon credit : Freepik
“
I am a member of the ADI (Association of designers India). This year the event is 10X grander.
“
This event gave me a peak in the different roles of a designers and now I have more clarity in deciding my discipline.
“
This is my first year attending the event. Great platform to connect !
“
“
“
BRAND COLLATERALS (Design) x 2016 , The 10th (X) year of Pune Design aimed to connect more people.
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PUNE DESIGN FEST : MOBILE APP / menu log in / profile
menu / home page
menu / events space
menu / connect
menu / share
LOG IN 16
SYSTEMS DESIGN
SUSTAINABILITY OF HERITAGE STRUCTURES A proposed systems model for the Indian heritage structures.
WHY? This project started a case study of the heritage structures in Pune, which was then developed into a concept model to propose to the Architectural Survey of India. Pune is a culturally diverse Indian city, with a rich historical significance. Unfortunately, there is a lack of awareness about the history behind many of the city’s monuments. The sites considered for research are located in the city and are maintained by government authorities.
WHAT DO HERITAGE STRUCTURES INCLUDE?
NANA WADA, PUNE
1 2 3 4
Structures of cultural significance. Structures of historical significance. Structures converted to museums. Structures of natural significance.
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GHORPADI GHAT Cultural significance
AGA KHAN PALACE Museums
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3
2
4
SHANIWAR WADA
CULTURAL SIGNIFICANCE
HISTORICAL SIGNIFICANCE
NATURAL SIGNIFICANCE
Kasba ganpati Parwati mandir mandir
Vishrambaug wada
Shaniwar wada
Okayama friendship garden
Bhuleshwar
Pataleshwar caves
Sinhagadh
Lohagadh
Shinde chhatri
Peshwe park
MUSEUMS
Maratha war museum
Historical significance
Bhau rangari market
Saras baug
Aga Khan palace
Lal Mahal
EMPRESS GARDEN Natural significance
Ghorpadi ghat Ram mandir
Empress garden
Nana wada
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BEHAVIORAL MODEL MOTIVATION Pride Knowledge Information Interest To learn Tourist Attraction Popularity Fulfill wishes Achievement
DATA MODEL
CONTEXTUAL MODEL TRIGGER Curiosity Recall Memories Reconnect Locality Recreation To learn Myth Tradition Cultural significance Experience Devotion
ABILITY Stamina Willingness Interest Access Mental ability Walk Talk Listen Relate Connect Acknowledge Make decisions
MONUMENTS
HISTORY
ACTIVITIES
FACILITIES
Praying Social Environment Relaxing Historical Shows/Events
Parking Seating Refreshments Cafe Guides Maps
LOCATION
AUDIENCE
INDIAN HISTORY Events
PEOPLE PERSONALITY Conquer, Birthplace Inheritance, War, Safety
STRUCTURE Accessibility Centrally located Isolated
Forts, Temples, Institute, Bridges, Gardens, Need of the era
Habitats Markets Natural wilderness PLACES
INFRASTRUCTURE
FINANCE
Restoration Depletion Maintenance
Government Tickets Parking Souvenir stores
Awareness, Popularity Tourism
SIGNIFICANCE TO THE PEOPLE
STAKEHOLDERS PMC Archaeological dept 19
ACCESSIBILITY
SUSTAINABILITY
LOCATION
AUDIENCE
SIGNIFICANCE
FINANCE
FUTURE
FACILITIES
ACTIVITIES
SHANIWAR WADA
Public transport, Private vehicles
Environment, Social, Financial.
Pune city, centrally located, Shaniwar Peth
Tourists, locals, senior citizens
Historical: Residence of Bajirao Peshwa. Present: Monument seen in new light because of movie Bajirao Mastani. Lacks content, light and sound show conducted everyday.
- Ticket cost: Rs 15 regular entry/ Rs 25 light and sound show. - Government funded
Light and sound show conducted in the interior
Seating, parking lot, souvenir store.
Destination for public functions hosted by public figures. The light and sound show is the main attraction.
AGA KHAN PALACE
Public transport, Private vehicles
Environment, Social, Financial
Pune city, centrally located, Viman Nagar
Tourists and students
Historical: Gandhi took a halt here during the fight for independence Present: Galleries, Social Events
Entry fee- Rs20
Museum
Refugee guidance center, nursery school, School for women, skill and vocational training
Galleries, Library, Picture gallery
NANA WADA
Public transport, Private vehicles
Environment, Social, Financial
Pune city, centrally located, Shaniwar Peth
Tourists, students, government employees, Teachers, senior citizens
Historical: Nana Sahib Phadnis, lived and served Bajirao Peshwa. Present: Municipal school govt records, being converted into a museum.
Mainly funded by the Pune municipal corporation.
Going to be a permanent museum.
Currently houses a municipal school and municipal office of government records
Govt records, Maintenance Dept, Night school, Day care for aged
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PROPOSAL LEAVE YOUR MARK
You’re being watched !
“I was here with...” is an initiative which aims to put an end to the destruction of historical structures. After taking a closer look at the graffiti, and the audience; the construction of a temporary wall, which gives the visitors platform to indicate their presence, was proposed.
By increasing the security throughout the space, visitors are more conscious, and think twice before trying to damage the property. This would be complimented by increasing the penalty charges for offenders.
V/S EXPECTATION
The big question
Why do Indians not respect their heritage? 1 Lack of awareness. 2 No penalty charges for destruction of property. 3 A strong need to leave their mark, which indicates their presence.
REALITY
STOP WE SEE YOU 21
DESIGN MANAGEMENT
THE PET STORY An app that organises friends and dog lovers in your social network all in one place and provides you with all the services you need to keep your pet happy.
Why
Our friend once left her dog Zora with the care of a shelter while she was away on her Euro trip. To her disappointment when she came back, Zoro had scabs all over his body. Thats when it came to our notice, she wanted to leave her dog in the hands of someone trusted and was too shy to ask each time.
What An app that connects dog owners and people who can care for their dogs when they are in the need, away or busy.
How We tried to connect these people using an app as it’s interactive and it can reach a lot of people who share the same interests.
YOUR SOCIAL NETWORK FOR PET CARE
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MOBILE APPLICATION DEVELOPMENT / menu find registered walkers in your area
connect with registered sitters
contact a veterinarian
Dog Walking
Pet Sitting
Veterinarian
Shivaji Park, Mumbai
Dadar, Mumbai
Shivaji Park, Mumbai
keep a check on your pets health
Grooming
shop online for all your pets’ essentials Pet Shop
Health Record
Upcoming appointment on 7th April 2017
Veterinarian
Dates
4:00pm- 6:00pm
various services for your pet
What are you looking for?
How old is your dog?
Click to review or edit.
Pick your doctor
Toys
Shivaji Park, Mumbai
Appointment Date
6th MarchS
PuppyÕs age DayT
ime
Available Groomer
aturday
3 p.m
Anushka
select packet size
rating
10-12 weeks
DHLPP
Pick your service
Check availability
Manav Dhiman
Trim
Bath
Dr. Aashna Parekh
10 Reviews
Call
Happy Home
6 months
Choose a breed
Vensarkar Clinic
Call
deworming
rabies
Buy now
Golden Retriever Cocker Spaniel
1 year
DHLPP
Golden Retriever
Chat
Chat
select packet size
Gender
FM
Dog walking requirements around your location: Chat
Faizan Khatri
Chat
Vinit Dharia
Chat
Studio eightwentythree
Vanita Samaj
SM
Set reminder
Sneha Mehta Prakash Building
Company: Arden Grange
Appointment
Chat
Enter pin code
Add to cart
12-20 weeks
10 Reviews
L
DHPP
Mitali
Shampoo
First aid
Company: Black Hawk
Done
SM
6-8 weeks
Rahul
Recommended
Accessories
Food
Set Reminder
L
rating
Check availability
Enter pin code
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VISUAL MERCHANDISING
NATURE AT FULL GALLOP Window display for the Hermès store in Mumbai and Delhi.
UNDERWATER WORLD This year Hermès is celebrating “nature at full gallop”. Hermès has a genuine and deep bond with nature, built on inspiration, admiration and respect. The display windows present the ocean in its full glory with the flora and fauna. We bring to life an underwater paradise with its innumerable finned creatures and a kaleidoscope of design and colour.
NATURE TAKES OVER ARCHITECTURE & A TRIBUTE TO ROBERT DALLET The display windows present nature’s true essence in its natural setting.. soft moss growing over the ancient architectural structures.. it almost feels like you can tell its age..
WINDOW DISPLAY - JULY TO OCTOBER, 2016
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ABOUT HERMÈS POSITIONING
PRICING
Hermès has a very strong positioning in the luxury market, which it owes its almost 200-year old heritage, exquisite craftsmanship and savvy marketing mix.
The incredibly high prices provoke the sense of exclusivity, which is exactly what the luxury consumers are after. Another way of achieving exclusivity is launching limited edition series. Hermès is a big supporter of limited editions as well as generally limited amount of products being sold in their stores.
PROMOTIONAL VIDEOS
VM FOR HERMÈS Innovation: Ranked #13 on Forbes’ list of the world’s most innovative companies Hermès changes every six months a third of its c. 50,000 SKUs thanks to freelancer’s creativity (60% of the Group’s designers). The innovative character of the group is exemplified by its new division, Petith featuring one of a kind objects made from rejects. The constant stream of innovation maintains clients’ interest and acts a good protection against counterfeit; a crucial point as the group places great importance on the protection and defense of its intellectual property rights.
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DELHI The store is located in DLF Emporio Mall. Amongst other luxury brands like LOUIS VUITTON, CHANEL, PRADA.
MUMBAI The store is located near Horniman circle, Fort. Starbucks, Christian Louboutain, Asiatic Library are around the store.
UNDERWATER WORLD
The discovery
Following the trail
Hidden treasure
The leather bait
Flying underwater
Wrapped in its arms
Step 1 2 dimensional representation of the concept
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NATURE TAKES OVER ARCHITECTURE
The Equestrian
Mens Universe
Home Collection
Silk
Fragrances
Leather Goods
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Mens universe
Fragrances
Crockery world Stairway to world of Robert Dallet
Equestrian
For more project details click here 29
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.