YD 07
 
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Avinash Rajagopal


Avinash Rajagopal
Product Design >GDPD
avi.rajagopal@gmail.com

SPONSOR
Titan Industries Ltd., Bangalore

GUIDE
Pradyumna Vyas

 

Display Props and Visual Merchandising for Tanishq

 
Display Props and 
Visual Merchandising for Tanishq
 

For my project, I had to re-design Tanishq’s display props, in keeping with Tanishq’s new brand value proposition, ‘New Tales of Tradition’. The aesthetics aspect of my project was driven by the derivation of a contemporary language from traditional sources. I explored different Indian art forms such as dance, calligraphy and sculpture as inspiration for the forms of the props. The final set of props was feminine and ornate, but did not take away the primacy of the jewellery in the display. They afforded a certain flexibility of use.

I also had to do festive visual merchandising for the following campaigns: Colours of Royalty, a range of Victorian-inspired studded jewellery; the celebration of Tanishq’s 10th Anniversary; Durga Puja festive season in West Bengal; Diwali festive season.

My learning from the project included an understanding of how jewellery retail and stores function, and the mechanics of visual merchandising. I learnt to think in terms of different materials and had a good introduction to paper, printing and related processes. I also learnt a lot from having to follow up with vendors, helping with production, and seeing how the store staff deals with VM.

The aesthetics aspect of all my projects was much larger than the solving of any functional problems. I truly enjoyed dipping into sources from Indian arts and culture, at every stage of the project. The real challenge will be to translate this everyday Indian aesthetic to other areas of product design.

 
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