M&co lighting by Saloni Chhatwal

Project Topic:

Part 2:

To design the product range and visual communication for the brand Mallet & Co.

Extending the Product range- making lighting and furniture.

part 2: Extending the brand

The brand being a creative casual brand, the first line was inspired from cities we thought are creative casual cities. The range is all about taking inspiration from the geographical location of that world and a travellors experience. Experience of staying in a city, experience of experiencing the diversity and the tradition of the particular city/ country. The theme was chosen as it perfectly fits in the brandâ&#x20AC;&#x2122;s idea of and has a good scope for future explorations. One range could be developed by me and the other could be explored in future. The collection to be developed had to have furniture and lighting and it could incorporate already made bags (if they fit in a particular collection, be it visually or in some othe r way). The whole idea here was to understand the quirks of the place choosen and not go by stereotypes and present them in form of a product. The range would appeal to people who have travelled globally or who have a decent exposure to different parts of the world. The product range developed can or cannot be portable. How the collection would be treated- no graphics, no imagery, - using leather techniques - integrating materials to give the products a richer feel, thus adding value to them.

London “London, to me, is also the most culturally diverse city in the world. On every street corner, there's different food, different nationalities and different people. You can walk into a coffee shop and hear the three people in front of you in line speaking three different languages to each other. Everything mixes so well together.” writes a blogger. The multicultural city has people speaking more than 300 languages. Not only this, atleast 37 per cent of Londoners were born outside of the UK, which makes us a city full of different cultures, creeds and communities. London is creative and one of the best places to start up a new business or project. The city is supposed to be more calm and peaceful and classy than other cities of its grandeur and provides you with privacy even in the busiest places. The city is layered with its rich history and

at times, also called as an old city. Victorian style Cathedrals and palaces add up to the city’s richness and it won’t be wrong if I say that the city has retained its classic elements from its restraints to pubs which still stand apart from the modern day architecture. Walking down on the streets of London may take you back in history which is in contrast to high towers and sky rise buildings like The Shard. The City of London is home to some of the world's most striking modern architecture like Gherkin and Tower 42. It has 40% of open space occupied by parks. At time referred to as ‘design capital of the world’ because Art and design in London is less commercial and more innovative. The work is conceptually new, even if it unattractive and won’t sell. A better fashion sense and the whole sense of British couture (ranging from Alexander McQueen, Stella McCartney to Vivienne Westwood) makes London fascinating. It is one of the chicest cities in the world it’s no wonder that London Fashion Week attracts

part 2: Extending the brand

HongKong ‘Asia’s cosmopolitan city’ or ‘Asia’s world city’ which is home to a lot of International residents, but still has maintained its own unique identity. Often called as ‘bridge between China and the world’ it boasts of a very free market economy and a diverse culture. Its a city of Contrasts where eastwest, modern-ancient, urban and natural coexist. It boasts of high-rise skyscrapers and glittering skyline with a natural harbour and a lot of natural and open space. It nurtures its own unique style from a pop culture ‘houQ’ to modern trends. Honking makes life easy for travellers with uncountable number of food delicacies, both Chinese and others. Researches also say that its most comfortable to people coming from different countries (one reason being safe ) to live in which is diversifying its economy. Immigrants add a lot of vigour to the city. In terms of space, the land area allotted is tiny and a lot of residential apartments are box like compact structure, fitting in the most. Once ruled by British, not much can be seen

there in terms of Colonial architecture, except a few structures. Contemporary and modern architecture has taken over the skyline of this city. The city is Dynamic being an open economy and a lot diverse. High-rise buildings Chinese box apartments Green spaces Chinese temples Bustling markets Carnivals (Chinese or others) are some physical characteristics of the city. Culturally, the city has retained its colourful and vibrant nature in the fast paced and serious urban life, which soon might go away with more and more immigrants. Though the mainland and HK have the same language but they seem world apart owing to its diversity. Its an age old synthesis of cultures and traditions that is open to change. Its like a Kaleidoscope. A stressful urban culture and a non sleepy nature is a major part of the city.

part 2: Extending the brand

Mumbai This most populated Indian city lets you get a weird sense of belonging. Its wonderful to see how a city so diverse in terms of people (immigrants from India and abroad) and cultures survive the not so helpful demography. If you see the map of Mumbai, the city is long and narrow and the only way a person can travel the most hustling bustling city is through Local Trains. The train system here is remarkable and so is the administrative structure. Its entertainment industry and the share market catches a lot of people from different parts of the country as well as the world to come and work here. During Colonial rule, Bombay was knows for its harbour which made the transportation of goods easier. Soon, it turned the trading capital and a centre for merchants, goldsmiths, weavers, traders, ironsmiths. Mumbai is often seen as land of opportunities, thousands come everyday to pursue their dream job in this city. Arts and Theatre are sought after in the city and are

extremely valued. Regular arts and theatre festivals keep on happening in the city. South Bombay is also referred to as the epicentre of Indian Contemporary art which can be seen as you pass by galleries and design studios. People here are liberal and accepting to new immigrants, you find a place for you in the city. Comparatively safer than other Indian cities, Mumbai is bubbling with energy and is a very fast paced city. The city is crowded and fast and is an amazing mix of people from everywhere. Mumbai is home to most of the Parsis in India. “Mumbai is India at its most contradictory: aggressively modern, yet in parts verging on medieval; glamorous, yet rough-edged; dazzlingly cosmopolitan, yet quintessentially Indian” quotes a blogger who has travelled round the world and also says that Mumbai might not be a pretty sight to see but its all about ‘experiences’. Its India’s city that never sleeps, even at 1 in the morning, you will see people on the roads. Its a city that balances itself and stands on hope.

Research Objective To find out the cityâ&#x20AC;&#x2122;s quirks through-understanding how the city functions. -understanding and finding out the unique points of the city. -Studying the cityâ&#x20AC;&#x2122;s demographics. To decide what avenues are open to us for exploration and give general direction to research.

About This was the third part of the project, where I researched on the theme which was decided. I focused on different aspects to get insights to move ahead with the theme. After being well versed with the basics like product portfolio, com- petition and production processes, products to be made and the theme to be chosen, Research on Mumbai was the next step. I began with casually noting down different aspects of Mumbai, what people (both who live there and visit frequently) think about that city, what makes them like it or dislike it, all this to understand the cityâ&#x20AC;&#x2122;s quirks.

part 2: Extending the brand

How research was carried out? The research was carried on for 3 weeks where first, a questionairre was asked to a people who say and visit Mumbai. It gave me a basic idea about how people percieve Mumbai. Detailed questions were asked to a few people to get familiarized with the city. I also did one to one interactions and group discussion with Mumbai-kars. It gave me detail about how the city functions, what is the essence of the city and what are its quirks. After going through the whole process of interviews and questionairres, I collected the data and starting joining the dots in a very objective manner.

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Between the chaos of life and the tranquillity of the sea, Bombay has many facets indeed. The famous or infamous indomitable spirit of the city, the humans behind what is now an international case study - the dabbawallas, the impeccable yet rickety Mumbai local trains, the largest slums in Asia, Dharavi, the largest red light district in Asia, Kamathipura, the historical architecture of the town, the charmed life and bohemia of Bandra, the vast spaces of crowding suburbs, the snarling traffic, the ubiquitous black and yellows, the filth, the vibrant nightlife, the burgeoning street art, the heady concoction of different types of people, and so much more. Bombay is indeed one of the worldâ&#x20AC;&#x2122;s truly unique cities, both for its offerings and its quirks.

part 2: Extending the brand

“Mumbai is India at its most contradictory: aggressively modern, yet in parts verging on medieval; glamorous, yet rough-edged; dazzlingly cosmopolitan, yet quintessentially Indian” quotes a blogger who has travelled round the world and also says that Mumbai might not be a pretty sight to see but its all about ‘experiences’. Its India’s city that never sleeps, even at 1 in the morning, you will see people on the roads. Its a city that balances itself and stands on hope.”

Spread over a 465-kilometer network, Mumbai’s trains carry almost seven million passengers a day. During rush hours (it's hours here, not hour), around 500 people stuff themselves into train cars meant only for 188. That's about 14 to 16 people per square meter. That’s more than double the recommended figure. The people in charge even have an official term for this -- SuperDense Crush Load.

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“I have been asked by an aunty to vacate the seat because she thinks its her own. She sits there regularly” “Newspapers are left in the trains so that the next passenger can read it” “When your station comes, it feels like everyone unites to push you out” Griese was in a train and "sort of observing himself" when he realised that he didn't feel like a stranger anymore. "I knew then that I was not going to get squeezed to death, I was going to arrive safely," he said. "It was one of the first moments when I felt like I had finally figured out how the city worked."

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Spread over 535 acres, Dharavi is one of the largest slums in the world and has a population of approximately 1 million. The slum has around 5000 businesses and 15 thousand single room factories. The goods manufactured here are exported throughout the world. Mumbai was ranked the “Alpha world city” in 2008 by the Globalization and World Cities Study Group. The same year Forbes magazine ranked the city seventh in the list of “Top Ten Cities for Billionaires”. Mumbai (Bombay), the city of extremes, where appalling poverty goes hand in hand with ostentatious display of wealth and power, where a thin line defines chaos and order and where tradition and modernity blend seamlessly is also known as the ‘city of dreams’. Its spiraling financial success has ensured that the city is the final destination for anyone wishing to strike it big or, as in the case of the majority in this sea of humanity, just wish to make a living. The city never fails to astonish and surprise and everyday one can experience

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Mumbai has the double distinction of being the most populous state in India and the fourth most populous city in the world with an approximate population of 20.5 million in the metropolitan area. People come from different backgrounds, sects and income groups but there's not a single person who hasn't come to the same level playing field, i.e when travelling in the local train. One may live in a 16 feet high ceiling flat or a pigeon hole, but rarely would you hear words that go on the path of self-trumpeting. Humility is ingrained in each and every person who calls 'Mumbai' home. Inspite of the massive migrations to the maximum city, you will witness only rare incidents when people have been rude or rubbed off a cold shoulder.

The famed dabbawallas of Mumbai are famous worldwide because of their efficiency, with Forbes giving them the `six-sigma rating, which means that they make about one error in six million transactions. Dabbawallas are an unique Mumbai institution feted by the high and mighty like Prince Charles.

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The dark side It is depressing but for real! It is a fact that the city is home to flesh trade and Mumbai has over 1141 brothels 103 pick-up points. With the migrant population surging and constituting about 37 per cent of the total population, this is one peril that has attached itself to the city like a leech. However the prosecution machinery gets this under control with closure of 45 brothels and arresting over 1,558 traffickers.

“My mom was preganent when she used to give ‘hawalla’ to the gang. She used to go as no one would doubt her.” “ If you want to like in Mumbai, the bhai-logs are as important to you as your family”

First in development Chhatrapati Shivaji Terminus (CST) railway station was the first ever railway station in India. The Taj Mahal Hotel, founded in 1903, is India’s first ever 5 star hotel. India’s largest and only international standard theme park, Adlabs Imagica, Is in Mumbai. The recently started monorail in Mumbai is the first of its kind in India. India’s first Train which was started in 1863, started in Mumbai. Bombay Electric Supply & Transport (BEST) is India’s first Bus service, which was started in Mumbai in the year 1905.

Regular arts and theatre festivals keep on happening in the city. South Bombay is also referred to as the epicentre of Indian Contemporary art which can be seen as you pass by galleries and design studios.Kala Ghoda is also a festival that happens every year.

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Mumbai is a thriving center of live theater, with performances in English, Hindi, Marathi, and Gujarati. Many of the city's theaters have now been converted into movie houses. However, the National Center for Performing Arts (NCPA) at Nariman Point was established in Mumbai in 1966 to promote Indian music, dance, and drama. The NCPA stages performances ranging from concerts by visiting western classical music groups (Zubin Mehta regularly takes the Israeli Philharmonic to Mumbai) to regional Indian theater and Indian classical dance and music. The Prithvi Theater at Juhu Beach, founded by the actor Prithviraj Kapoor, provides a home for Hindi theater. Performances also include productions in Marathi, Gujarati, Urdu, and English. Other venues for live theater and music performances include Nehru Centre (Worli), Shivaji Mandir (Dadar), Bhaisdas Hall (Vile Parle West), and Shanmukananda Hall (King's Circle).

part 2: Extending the brand

It was an informal discussion that I carried out with a few Mumbai people. The aim here was to understand the city through the perspective of a group discussion. I would just throw up random words or opinions about Mumbai and it was interesting to see how people discussed those matters. Topics discussed were like their experiences in the Local Train, the good and the dark side of Mumbai, how Bollywood affects the city, what all changes have you been seeinhg in the city and the affects of each and every change, etc. Counter arguements happened at times because no two people had the same opinion on one topic. The group discussion gave me a broader perspective to things in a very personal way.

“ The city makes you rough, streetsmart and competetive” “If you dont adjust in the city, it will chew you up and spit you out.” “city makes you adjust” “if you adjust in Mumbai, you can adjust anywhere” “Its not a city that will pamper you, it will throuw you hard on the ground and then you will pick up your pace fromt here” “ The city makes you rough, streetsmart and competetive”

“Geographical locations have made things easiest, i might not seem so, but yes.” “we divide people on basis of geographical location, not race”

“Started as a mix community, evolving as a mix community” “ Mumbai is a land of opportunities, peole migrate from their land to here, we dont need to go anywhere” “ People come to see the top life, for us we see it everyday crossing”

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“Whether it is Delhi or any other city, no one feels as passionately about their city as Mumbaikars do. They love it, defend it and will not hear a word against it. That passion is quite contagious.” “I have been asked by an aunty to vacate the seat because she thinks its her own. She sits there regularly” “Newspapers are left in the trains so that the next passenger can read it” “When your station comes, it feels like everyone unites to push you out”

“Order in chaos or chaos in order?” “ Understand Jugaad to understand how this city works” “ Its a convenient city”

“ we dont like to be bothered at all” “Not many give a fuck” “ because of junior colleges, we are out of home earlier which makes us more independent”

Around 45 people aged 19- 35 filled a questionairre about the city. Where a few answers were expected and guessed, a few were totally amusing. 2 questionairres were made- 1 for the people living in Mumbai and second for people who visit the city as their experiences would be completely different and both had to be equally noted to understand the city. Next pages will summarize the answers found out through questionairres.

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Age group 20-25 liked Mumbai more because of its food cluture, nightlife and its lifestyle. Age group 25-30 liked Mumbai more because of its non- chaotic administration, ease of transport and the ‘live and let live’ lifestyle. When negetive things were pointed out, Infrastructure in many areas, affordable housing, Comfortable public transport like metro and population control. 80% people, regardless of age said that they found the city welcoming, and 75% of them said they would definitely shift to Mumbai.

“ being an architecture student, i wanted to see Mumbai as a city, the old and the new. Because it was my first time, I made a point to see all the famous places and enjoy the street shopping.” “ The only thing I disliked was too many people.” “ There is something of everything that attracts me, there is something which makes me feel happy when I come here ” “ its a place for all...you can just fit in. ” “ The diversity, the rush, the pubs and cafes ”

1. How long have you been in Mumbai? 24 years 2. Describe your experience In Mumbai till date? Each day in bombay i have spent has a story to tell 3. What if you have to describe ‘Mumbai’ in one word? Heart 4. Describe Mumbai in one sentence. Its not a city its an emotion 5. What do you think is the essence of Mumbai? People of mumbai is its charm and essence 6.How do you think immigrants are treated in Mumbai? There’s no difference between the people of mumbai and immigrants... If you are faithfulhelpful-hardworking-loyal.... Thn this City has everything to offer u that u have dreamed for! 7. What are the things / systems (not places) you think attracts people to Mumbai? Never die spirit... Truly a city that never sleeps. 8. What makes Mumbai so different from other cities? (Except Bollywood) The travel system.... Its local trains 9. Do you think the way your city functions is perfectly okay. If not. What would you like to change? Everything is perfect.... Bt yess the political aspects can help the city to develop more in all aspects... Has to be improved!!! 10. What do think helps Bombay survive? (Write them in order)- transportation, administration, diversity, speed, unity. unity, Diversity, Speed, Transportation, Administration 11. What do think of Mumbai as a city? Is it just a place or something else? Bombay is home...heart...soul!

- Priyankar Gupta, 34

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1. How long have you been in Mumbai? 10 years 2. Describe your experience In Mumbai till date? Love it or leave it. 3. What if you have to describe ‘Mumbai’ in one word? Chaotic 4. Describe Mumbai in one sentence. A city which teaches one to live any sort of lifestyle. 5. What do you think is the essence of Mumbai? The essence of Mumbai is the pace of the city. 6.How do you think immigrants are treated in Mumbai? Atleast in my field it’s very democratic. 7. What are the things / systems (not places) you think attracts people to Mumbai? The system of home delivery and local trains attracts people most. 8. What makes Mumbai so different from other cities? (Except Bollywood) The method in madness is what makes it different. 9. Do you think the way your city functions is perfectly okay. If not. What would you like to change? A metro along local lines which is more expensive and systematic. Although it will happen due to to railway nexus. 10. What do think helps Bombay survive? (Write them in order)- transportation, administration, diversity, speed, unity. unity, Diversity, Speed, Transportation, Administration 11. What do think of Mumbai as a city? Is it just a place or something else? It’s a place where money flies in the air you need to know how and when to catch it.

- Uttara Sivadas, 25

Chaos Budget Ruthless Non- stop Fast

Energetic Life Convinient Vibrant Diverse

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Keywords chosen

EXTREMES

LAYERS

VIBRANT

Understanding leather techniques

Weaving

Turponto

Laser cut

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Twists

Slits

Pleating

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Conceptualizaton After the following steps of 1. understanding the brand 2. understanding the techniques 3. understanding the trends 4. chosing the line of direction for the entended range (infirmation collection, research, trends and a clear design direction) I started with conceptualizing lightings and furniture. A clearer idea about the above mentioned helped me in the following steps of conceptualization. 1. creating moodboards 2. sketching - refining sketches- making it go with the brand value The main issue I had here is to have something with corresponds to the trends as well as goes with the value of the Brand. Since Mallet and Co. is classic, minimal and modern, I had to make the products go hand in hand with the trends and the brand. It was a journey of changing inspirations, after doing various rough sketches and coming across the specific language I was looking forward to for each persona,I came down to the level of develop- ing mock-ups. Post discussion and changes,these mock-ups were converted into actual size samples,to see if they would work as a future range or will they work as an addition to an already existing range. The product development in the following pages traces the development of the entire product list and the pictures of the products have been grouped range wise at the end.

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The oceans

Thinking of extremes, Ocean and waves came up as a strong concept. A thorough research was done online to see if our thoughts about the ocean and waves match with their mention in literature and other sources. In the end we came down to the following explaination. The ocean The surface faces chaos (hurricanes, lightings, winds, ferocious waves) but deep down, its calm and tranquil. The wave When you see the waves from far, they are harsh, high, rough but as soon as they reach the shore, they calm down and are peaceful.

â&#x20AC;&#x153; And then on occasion a flash of lightning illuminates the boats caught in the midst of this tempest; small fishing vessels, decks awash with water as their bows plunge into the waves ahead; wind whistling through the rigging of their nets, men in bright orange overalls sodden and dripping, yelling at each other in encouragement and exhortation - in fear. Larger boats, a cruise liner full of people in equal parts sick and terrified, holding hands and biting their lips. And all the while, beneath this scene of chaos, of stress and anxiety, in the depths of the ocean there is calm, there is tranquil all is silent. â&#x20AC;&#x153;

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Creating a poetic expression of the waves/ocean While conceptualizing what had to be kept in mind was that nothing graphical should be done as more focus had to be on the techniques of leather. The other thing was to maintain a parallel between the brand values and the form of wave/ ocean. The challenge here was that form had to be created by using leather techniques. Techniques like slitting, twisting, turning the leather gave a visual look of a wave. They were exploited a lot. To keep the products in accord to the brandâ&#x20AC;&#x2122;s overall look, we decided to not go for any surface ornamentation or in easier words keep the surface extremely clean.

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Twists were thought of as they give a wave like feel to the product and also make it look really contrasting.

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Twisting and stitching leather gives a very wave like look to the product. The structure has metal lined at the back.

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blue v/s yellow

Conceptualizing for extreme we initially we singled out on the idea of adopting contrasting lights. Now selecting the apt combination was a task. With much brainstorming, practicals and dicussions the duo of blue and yellow lights was percieved as to be having the best claim.Blue light is cooler, whiter and has a modern feel centered around it whereas the yellow light is warm, dull and reminds us of earlier eras. Thus idea of contrasts seemed a perfect match to depict extremes.

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gradation in light

Drilling down more on the concept of extremes, we considered of depicting the extremes of Mumbai by gradation of lights. It made perfect sense to anticipate the frosted side potraying the gloomy and hidden dark layered side of the city which provides the mysterious feel to the city making it more interesting to explore. On the contrast, the non-frosted part depicts the very on the face things of the city. Gradation thus reflects beautifully the path of knowing the city.

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using different materials

Taking the word layers in its actual sense, I thought of using different materials together. Thinking about how the city of Mumbai becomes the land of different dreams, expectations, lives, their stories and how it beautifully blends all of it and turns into a city which aspires everyone to visit atleast once. Be it a city of dreams or city of extremes.Wondering about it, I thought of putting different materials together in a way that they not onlu look visually appealing but also give the viewer a sense of diffent things coming together. In later explorations, a very visible Clamping was thought with the whole concept of the city being held together with love and humility inspite of all odds and the diversity.

“Inspired by aerodynamic of loco-motives, automobiles and airplanes, streamlining was expressed through sleek, elongated and contoured surfaces.” “As a port city, nautical elements were shown through porthole windows and ship-deck style railings.”

Tall long structures: This made me decide that the floor standing structure should be tall and be around 5ft in height. Contoured edges: Be it any shape, the countoured edges were kept. Patterns: Patterns were thought to be incorporated as they wont only provide a beautiful shadow on the wall but also use leather’s

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Layering + Art Deco

The concept here was to show unwiniding or peeling off layers. Each layer had a different material (be it leather or metal) and patterns were made to give out a good shadow on the wall.Etching, twists, slits were some of the techniques which were thought about. Art Deco architecture in Mumbai context was thoroughly studied. A lot of buildings like The Laxmi Insurance building, were looked at and visual elements were carefully picked out so that the product is a perfect balance between the inspiration and the Brandâ&#x20AC;&#x2122;s visual values. Materials thought were leather and metal together and techniques thought were Braiding, Slits, Patterns, Riveting and Twists

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Mumbai is all about layers of stories, experiences, expectations. So, I came up with the concept of peeling off/opening/gradually exposing laters. As per the discussion of 5ft tall circular lighting, i started the form generation.

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triangles

While doing circular forms, we realized that a lot of space might get wasted around and thought of a triangular form as it would perfectly snug in a corner. Mumbai is all about less space. why waste it? The way to approach it was simple- using patterns and layers.

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Though, a lot of forms were liked, but refinement had to be done to create a parallel between the inspiration and the brand values. Then a new moodboard was created and the forms were refined.

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Minimal

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Layers

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Shortlisted concept 1 New meets Old Mumbai, as a city has retained a part of itself as the old city, where when you roam around, nostalgia hits you whereas the other part of the city is glossy, shiny, full of booming architecture. Both these sides of the city are so contrasting that it led me to design a lighting depicting both sides, which looks as if both of them are silently merging with each other.

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Shortlisted concept 2 Triangles with metal lined A simplified version of triangle sketches, with metal and leather back to back to give a contrast feel.

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Shortlisted concept 2 Triangles with metal lined - variations Pendants were also designed and rendered to see if they can make up a whole range of lighting. Here also, the focus was kept on keeping the insides lined with a brass sheet for that extra illusion effect. Designing the wall pieces was one part of the range, the triangular form get cut from between, aloowing the light to pass. The shiny brass on the inside reflects the light thrown by led lights beautifully. 2 size variations were done to see the difference.

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Shortlisted concept 2 Triangles with metal lined - variations Again to break the visual monotony and to add more drama to the piece, panels of brass sheets, lined with leather on the outside were added.

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Shortlisted concept 2 Triangles with metal lined - variations To break the visual monotony and not make the piece look extremely plain, the cut patterns were tried. Leather would be cut and joined by hand taaka.

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Shortlisted concept 3 Layering Pendant To show contrast and extremes,this pendant made sense. Concentric layers of metal and leather add a bit of sophestication to it.

Final concepts

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A simplified version of layers, going perfectly with the nude structure trend prevailing now. The one ,wine colour powder coated is a refreshing change in the classic brass structure. The shiny look of the brass and the matt finish of the wine colour create contrast. The whole range is based on the same concept of layers.

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side table

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side table

pendant light