A-game: The Standout Brand Activations Of India Design Week 2024
India Design Week 2024, held from 15 – 18 February 2024, promised to be an immersive and enriching experience as leading brands converged to showcase their innovative offerings, with a spotlight on consumer engagement and experiential design.
Esteemed brands like Asian Paints, Kohler, FabriCare, Panasonic Life Solutions, Greenlam Industries, Jaipur Rugs and many more redefined consumer experiences through their participation, each offering unique contributions to the realm of design and lifestyle. This year's event emphasised the tangible and sensory aspects of design, inviting attendees to engage with their products on a tactile level, encouraging touch and feel interaction.
From luxurious fabrics and intricately crafted rugs to cutting-edge bathroom fixtures, vibrant colour palettes, innovative home solutions, and sustainable materials, the collective presence of these and several other brands underscored the diversity and innovation within the design landscape.
Listed below are some of the experiential attempts at the India Design Week 2024 which caught the eye of Everything Experiential:
Asian Paints:
Asian Paints' ColourNext emerges as a pivotal annual event eagerly awaited by design and visual enthusiasts, and the forthcoming 2024 forecasts, that were unveiled at India Design Week 2024, held the promise of shaping design standards in the upcoming year. Needless to say, what sets ColourNext apart is not just its prediction of colour trends but its comprehensive approach to design, incorporating elements such as design intentions, material discoveries, and textural patterns.
The behind-the-scenes glimpse into the process reveals the depth of research and statistical analysis that goes into crafting each ColourNext forecast. One look at the booth of the brand at the India Design Week 2024, and one could figure that it is not merely about predicting colours but about understanding the intricate interplay of elements that define the visual landscape. The commitment to making the experience truly immersive for customers was evident, transcending the realm of mere colour choices.
The experiential element took centre stage in ColourNext, with an emphasis on amplifying trends in a way that customers can tangibly see and feel the nuances behind each story. The evolution of the narrative became paramount, especially for designers, and the ColourNext Pavilion at the India Design Week 2024 stood as a testament to over a decade of dedication to this endeavour.
Amit Syngle, Managing Director and CEO, Asian Paints told Everything Experiential, “It is very emotional in terms of the way it grows on you. And This is a very sure shot way in terms of how we tell these stories experientially.”
The experiential zone created by Asian Paints became a canvas for storytelling, showcasing the emergence of each trend from its roots. The attention to detail extended to the nuanced aspects of the experience, exploring the core of the story, outcomes in terms of decor, and the critical area of CMFT (colour, material, finishes, and textures). The emotional connection fostered through the immersive experience zone ensured that the stories told through ColourNext resonated and grew with the audience.
In essence, Asian Paints not only forecasted colours but crafted an entire narrative around them, making ColourNext a must-attend event for those who sought a profound understanding of design trends and a captivating, emotional journey into the world of colours, materials, and textures. The blend of research, creativity, and experiential storytelling positioned Asian Paints as a leader in shaping the future of design and interiors.
For the upcoming year, 2024, the chosen Colour of the Year was Terra, celebrated for its rich primal tones that emanate a profound sense of grounding and belonging. The nostalgic, ruddy hues narrated a story of finding comfort amidst chaos. Beyond the Colour of the Year, the forecast introduced four design directions for 2024: Soil, Into the Deep, Indo Futurism, and Goblin Mode. This extensive forecast was underpinned by the science of research and the collective expertise of the country's leading influencers across various domains, ensuring a comprehensive and insightful glimpse into the future of design and aesthetics.
Syngle pointed out, “When you look at each story, each story has an element of texture and finish embedded into the story. So the whole element of tactility kind of comes in very strongly because there are these textures which are tactile, very appealing for the eye and very different.
In the whole material and texture palette, we try to subsume what is the kind of tactile elements which can get into the story so that we can stay true to the story in the way it takes shape.”
Kohler:
Kohler, one of the global leaders in kitchen and bath design, showcased its innovative products and design philosophy at India Design Week 2024, captivating attendees with avant-garde concepts. Through its participation, Kohler demonstrated its commitment to revolutionising the way people experience their living spaces.
With the debut of Numi 2.0, Kohler's smartest toilet, the brand looked at redefining luxury in the bathroom, combining cutting-edge technology with exquisite design to offer unparalleled comfort and functionality. The Numi 2.0 isn't just a toilet – it's a high-tech marvel that elevates bathroom luxury to new heights, boasting features that redefine comfort and convenience in the most unexpected ways.
At the pre-symposium, Kohler wowed audiences by showcasing the synergy of technology and art in its Artist Edition Collection, where each piece was a testament to the brand’s commitment to pushing the boundaries of design, seamlessly blending craftsmanship with innovation.
Furthermore, Kohler extended its impact beyond product showcases by hosting a tech workshop titled ‘Redefining Lifestyle through Technology’. Anchored by the tech expert Rajiv Makhni, the insightful session delved into how technology is reshaping the future of design and lifestyle experiences. Joined by Ranjeet Oak, Kohler's Managing Director, and the architect and creative designer at Object + Spaces, Sanjyt Syngh, the workshop offered valuable perspectives on the transformative impact of high technology on daily lives.
Kohler's showcase at India Design Week 2024 was a journey into the future of design, where imagination knows no bounds. As the brand continues to inspire and innovate, it promises a world where living spaces are not just functional but sources of wonder and delight, elevating the human experience to new heights.
FabriCare:
FabriCare, a brand of high-performance Fabrics from the house of D'décor, too, participated in the Indian Design Week 2024. On display were its four key categories - Easy Clean upholstery fabrics which are spill and stain resistant; Indoor/Outdoor upholstery fabrics which are fade resistant and ideal for outdoor spaces; Home Wash curtain fabrics that do not require dry cleaning and can be washed at home and lastly, Room Darkening Curtain fabrics for complete blackout experience in the rooms. These high-performance fabrics were curated in select colour stories to display a beautiful array.
Architects and interior designers got to experience the touch and feel of beautiful textures, weaves, patterns and wide colour lines across collections
A highlight at the booth was the demo station 'Tough Stains. Easy Clean'. Visitors could select any stains, be it liquid stains like coffee, wine or juice; food stains like ketchup or chutney; and even tough stains like crayons, turmeric or lipstick; drop these stains on FabriCare fabrics and see those stains vanish in a few minutes.
Yet another highlight was the launch of D'AIDA - D'Decor Architects and Interior Designers Alliance. It is a unique collaboration initiative which offers a host of benefits to the AID community. Notable among them are the loyalty programme, digital library of all the fabrics from D' Decor and FabriCare, custom fabrics, trend reports, a dedicated relationship manager, Awards & Recognition and more. The D'Decor team showcased the functioning of the initiative on the interactive website whereby the Architects and Interior Designers could enrol and begin their fabric curation journey with D'Decor.
A hit among visitors was the outdoor booth set up at the foyer of the ID show. This kiosk booth set up interestingly put forth the message 'Is your Sofa FabriCared?’ The usage of miniature versions of couches drew eyeballs from a larger audience. The use of stain stickers on the couch made the whole set-up Instagrammable.
Nikita Desai, Vice President of Strategy, Brand and Business Excellence, D'décor expressed to Everything Experiential, "At FabriCare, we believe in transcending traditional boundaries of home furnishing solutions by offering innovative, high-performance fabrics that cater to the dynamic needs of modern living. Participating in India Design Week has been a phenomenal opportunity for us to showcase this vision through our experiential booth. We proudly displayed our flagship offerings, including our easy clean upholstery, versatile indoor-outdoor fabrics, practical home wash options, and the sophisticated appeal of our blackout curtains, each demonstrated for their superior performance attributes.”
She went on, “Additionally, the launch of our D’AIDA program marks a significant step towards fostering closer collaboration with architects and interior designers, an initiative that was met with great appreciation at the show. Our booth served as a tactile storyboard, inviting professionals and consumers alike to interact with these products in real-world scenarios, illustrating the exceptional durability, ease of maintenance, and aesthetic versatility of our range. We’re thrilled to contribute to a future where functionality and design go hand in hand, enhancing the spaces we live, work, and play in, with a keen focus on sustainability and comfort."
