Iridescence
Crafting a spatial art experience that defines luxury through light, nature and iridescence.
Project Details
Co-Designers : Abhijeet Kumar, Tina Jain, Pragya Singh
Duration : 4 weeks
Location : Gurugram, India
Skills : Spatial Management, Concept Research, Visualisation
Tools : Procreate, Adobe Illustrator, AutoCAD
Overview
Iridescence is a conceptual in-store experience designed as a hybrid between a retail space and an artistic experience which stems from the brand tagline #bornfromart. The final proposal envisions an environment where the act of exploring becomes an immersive journey that blurs the boundary between display, making and interaction. The space is structured to encourage lingering and discovery, positioning retail not as a transactional activity but as a creative experience in itself.
Design Process
The Luxury Paradox!
Artize is a luxury brand #BornFromArt but selling taps as masterpieces requires a powerful experience. The challenge was to propose an installation to invite a sophisticated audience (Architects, Interior Designers) and cement the brand's position against competitors like Kohler, proving a bath and lights brand can own the concept of 'artful space.'
Audience Mapping
The primary audience included Interior Designers, Architects and Affluent Homeowners who understand both art and luxury. We studied Artize's two product lines- Select and Signature and their core brand pillar: rediscovering the joys of water and light. This research mandated a solution that was not merely artistic but an experience that celebrated light interactions, setting Artize apart from the field.
Concept
Our design concept harmoniously merged biomimicry and art to craft an enchanting creation. We harnessed the natural wisdom and captivating beauty of iridescent colours to elevate both the form and function of the space. The installation was designed to show the working of iridescence throughout the store, creating different visuals at different times of the day.
Visualisation
