India Fashion Week ’10 S/S

Asia’s biggest bi-annual fashion event featuring 150 designers and 60 runway collections, the India Fashion Week, required a comprehensive visual language, inclusive of installation art and décor elements, that captured the theme of the event. While planning and executing the concept, the parameters considered included venue layout, runway shows, visitor movement and safety norms.

As a design lead for the project, I was instrumental in crafting visual language for the event, building a theme that manifested in the venue layout, décor and installations, and creating the final design elements. A key achievement of this project was implementing the design strategy and managing multiple on-site teams for an event that spread across an area of 100,000 sq. ft.

A series of installations were created through-out the venue, from the entrance to the waiting lounges, which reflected the theme and the colour palette for the season. Industrial lamps shades, exposed trusses and distressed metal sheets were used with highlights of colour to create the visual language.

india fashion week a

Wills Lifestyle India Fashion Week : Entrance Industrial truss structures with softer fabric elements come together to form the entryway into the venue.

india fashion week b

Wills Lifestyle India Fashion Week : Reception AreaIndustrial light fixtures created an undulating cloud-like ceiling at the lobby. Some of the lamps were in the colour palette of the event theme, thus adding a softer summery edge to the industrial feel. The walls had a tiled graphic of dress patterns used in the field of fashion, much like a bespoke wallpaper for the venue.

india fashion week c

Wills Lifestyle India Fashion Week : Lobby, Main Show AreaIn contrast to the reception area, this space had a much stronger and sharper installation. Contrast in form and colour, clearly demarcated the waiting areas.

india fashion week d

Building EntranceVisuals that represented metal sheets with dress patterns cut into them, were used as the facade for the building. The graphics were an extension of an actual distressed sheet metal wall that was created in the V.I.P. area.

 

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