Post-graduate Thesis Part 2

F La acu Pr ur lty R odu ea of D A ela ct Sp e M uth tor Se ecia sign r e l o a v i A tr r / ca ic / M ice stic de ol Av s.

S a m a / n V yst (M ic 7 ish ale em .S Ye 37 M n c ar 03 eh tin De . in a s /2 4 ta A ig De 00 ur n c sig icc ou n) 820 r hi o se 10

a a d m i designing a unique grooming solution for the Indian ‘HE’

continued after...research book

contents

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branding brand identity creation communication advertising strategy and some samples persona personalities influencing and impacting product outlining the product architecture space explaining the context and store design language

the colours

the symbology

past contemporary future vision

version 1 version 2

inspiration

store design

context

credits & acknoeledgement

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‘Khaki’ - Name of the colour is of Hindustani Language origin, coined under the British India - a borrowing from Persian word ‘khak’ meaning ‘dusty’ http://en.wikipedia.org/wiki/Khaki_(color)

‘Gold’ - colour representing wealth, opulene and purity. The signification of its impure or unadulterated natural existence is often associated with Liberation, Freedom and a confessing Assertion of the truth and Revived significance.

colour significance

the colour palette {4}

revival of the old history and its contemporarisation tradition yet liberation

branding {5}

The quintessential symbol of feminity in India - the ‘bindi’ that women adorn on their forehead.

The idea of Men in the Indian patriarchial society, moustache as the symbol of maleness, representing the idea of masculinity.

The combined idea of Family, men and women are an essential part in the society.

The conventional sense - ‘man’ as the caretaker.

The new identity for the indian men, redefined within the older notions and newer changing contexts. Roles combined with their personality - new and emerging.

the symbology of the brand {6}

Communication for the brand will follow concepts ranging from the revival of cultural musings to the contemporary references.

Grouped under different categories for communication the campaigns from time to time based on natural seasons, festive seasons and global affairs relevance will feature and introduce new products each time.

The image building for ‘aadmi’ will encapsulate three eras

past

contemporary future vision

communication strategy

past

theme

krishna theme

the

duo

contemporary

future vision

mughal

theme

exqusite theme

charaterization

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The mughal era introduced cultural concepts of ‘Janana’ into the Hindu culture.

Palaces made for queens became a feature from the noble society.

Possessing so many women must have insisted to be charming to the mughal king!!

Replicating the same idea can be interesting for the young indian boys now.

This is the theme explored here to suggest men to follow their therapies of goodness which they have been seen offered to their kings.

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mughal queen’s love and the goodness therapy

the earliest known Casanova to the indian history

Lord Krishna was the biggest somber Casanova ever known in the Indian history.

Having young women as muses could have been easy for the quintessential charmer.

The ancient references are still in vogue and the communication asks young indian men to look back in the past and see for themselves that to be Mr. Charmer is not that difficult.

Just follow what Krishna would do !!

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the elegance of the old and the charm of the new, where do you relate ?

Moving from Past to the Contemporary, making them sit nearby, where declaring the elegance of women can be driven to charm the new emergent confident man.

The trend to connect to nature is a progression of self confidence, new age indian men demonstrates that in abundance.

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your connect to the nature...in the most glamorous way

Characterization is the theme for the indian men identity in its future vision.

Whether it is classy or it is easy or plain comfortable.... there is beauty in both the kinds, the one who flaunts and the one who doesn’t.

But what is important is that the indian man should feel ready for the world !

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persona

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The changing persona of people and population, ranging to a mix of young IT professionals to the CEO traveller, the young female engineer or simply the over abundant MBAs or Engineers.

The changing face of the indian population mostly young (about 65%) sharing a common aspiration of transforming themselves into an identity of the ‘Global Indian’ from ‘Young Indians’ is a force to reckon.

Aspirations and ambitions, desires and drives, racy and winsome - these are the characters which define these young indians forming the mileu of persona map. contemporary indian identity

design simile

product design

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outer casing

product content architecture

product version 1 {28}

packaging {29}

product version 2 {30}

packaging {31}

space design

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inspiration

store collection

store warmth

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cafe

cafeteria

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The city of Delhi, fondly called ‘Dilli’, capital for centuries, seat of governance, city of class and classy people, congregation of cosmopolitan cultures, heritage of the Mughals and English culture, architectural monuments of world heritage repute, people with taste and splurge attitude.

Delhi is this and Delhi is all.

A perfect setting for an entrepreneurial venture, Delhi hosts the India Men’s Fashion Week, patronises the first generation of Fashion Designers from India.

Delhi sets trends and its people are perceivd to be trendy and show-offs. They carry an attitude and a little arrogance...its a mix of good and a good mix of bad.

All of this and this is all.

city of delhi

context

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the medley in the context

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imagining the store in the context

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store front

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space sketch / schema

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entrance gallery {42}

cafe interior

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store products {44}

store display

store products {45}

ground floor plan {46}

first floor plan {47}

Illustration credits

Page 05 Illustration by the author Page 11 http://images.artnet.com/images_US/magazine/features/stern/stern3-22-07-4.jpg Page 12 http://upload.wikimedia.org/wikipedia/commons/thumb/4/4c/Krishna_raising_Mount_Govardhan,_Bhagavata_Purana,ca_1640. jpg/405px-Krishna_raising_Mount_Govardhan,_Bhagavata_Purana,ca_1640.jpg

Page 14 (left) http://upload.wikimedia.org/wikipedia/commons/b/bd/Nurjahan.jpg (right) http://www.bikramjitbose.com/ Page 15 http://www.phototravelreview.com/wp-content/uploads/2009/02/india-2008-083.jpg

(model) http://1.bp.blogspot.com/_juxeJjTGUBM/THzzLAZvU0I/AAAAAAAAOxo/wK63Cg72Xcw/s640/3.jpg

Page 17,18 http://www.bikramjitbose.com/ Page 19 http://farm5.static.flickr.com/4087/5055273262_afca5e9b49_b_d.jpg, http://www.flickr.com/photos/51969663@N05/5055273262/sizes/l/ in/photostream/

Page 23 Illustration by the author, images from Google search Page 24 http://getfantasticdeals.com/library/MT148_400px_72dpi.jpg Page 26, 27, 28-31 Illustration by the author, Courtsey - Mr. Vahid Daem Inanloo Page 34 (top) http://graphics8.nytimes.com/images/2010/10/22/t-magazine/22ballentine-mohawk/22ballentine-mohawk-tmagArticle.jpg (bottom) http://graphics8.nytimes.com/images/2010/11/29/t-magazine/29stylemap-hamburg/29stylemap-hamburg-custom7.jpg Page 35 (top) http://farm1.static.flickr.com/26/100242879_cabaf0a902_z_d.jpg, http://www.flickr.com/photos/splatworldwide/100242879/ sizes/z/in/photostream/

(bottom) http://farm5.static.flickr.com/4001/4652046541_f6f73bee14_o_d.jpg, http://www.flickr.com/photos/gegegatt/4652046541/ sizes/o/in/photostream/ Page 37 Collage on Delhi, made by the author, images from Google search Page 38, 39 Collage on Delhi, made by the author from images collected on on Delhi, provided by Mr. Saurabh Jain Page 40, 42-45 Illustration by the author, Courtsey - Mr. Vahid Daem Inanloo Page 41, 46-47 Illustration by the author

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Ms.Valentina Auricchio for her supporting guidance and finding interest in my vision.

Vahid Daem Inanloo for the tremendous visualisation support, helping me imagine things right and good. His skills have always been an inspiration to me.

Saurabh Jain for taking discussions and providing images of his love - ‘Dilli’.

Italy for providing a wonderful opportunity to realise some of my dreams.

acknowledgements {49}