Interior Design Practice and Entrepreneurship

INTERIOR DESIGN PRACTICE AND ENTREPRENEURSHIP Nishi Jain, PGIDS 2018-20

Acknowledgment

I would like to express my sincere thanks to Mr. Tapan and Mr. Alok Bhasin for their guidance and supervision for the completion of th project successfully. The final outcome of this project required a lot of guidance and assistance from many people and I am extremely privileged to have got this all along the completion of my project.

All that I have done is only due to such supervision and assistance and I would not forget to thank them.

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Index PART A CASE STUDIES Shabnam Gupta, Kelly Wearstler PART B BUSINESS PLAN About the firm, Mission, Vission,Organisational Structure, OfficeLocation, Layout, General Ambience, PART C PROMOTIONAL STRATEGIES Brand Identity - Logo, Business Card, Letterhead Flyer PART D WORKING & FINANCIALS Letter of Agreement, Proposal Letter, Initial & Running Expenses, Tax Implication

A designer by profession, a thinker by habit, and an inventor by choice.

Founder, Peacock life and The Orange lane.

Shabnam Gupta PART A

Location : Mumbai, India Education : Interior Design Diploma from L.S. Raheja School of Architecture in the year 1994.

Work Experience : with Architect Tushar Desai and other design firms.

Year Started : The Orange Lane (2003) The Orange Lane A design firm that undertakes interior design projects, it is also a home to holistic design solutions. Projects vary from farmhouses and residential projects to corporate, hospitality, and retail with clients ranging from corporate honchos to businessmen.

Peacock Life An exclusive set of products that are especially scouted, handpicked and upcycled, and available as one-off pieces.

Design philosophy, runs on understanding the client’s needs and wants, after which it is translated into design reality.

Typology : Residential l Hospitality I Retail I Commercial They take up projects as Design Consultants and also provide complete Turnkey Design Solutions.

Notable Projects : The Mountain House (Kangana Ranaut), Artistic Abode (Irrfan Khan), Star Power (Parineeti Chopra), FC Road Social.

Website : https://shabnamgupta.com/

WORK SPACE

Vintage finds, invaluable scribbles, p

DREAMING IN COLOUR conceptualise an open and connecte and offbeat designs that are quinte

Floors : Within, the two levels house reception and a small pantry on the design studio are located on the me

Design Language : The eclectic inter partitions while still allowing visibilit sloping industrial roof decorated wit elled into a bench and a spunky rec

Walls : walls lined with red and blue miniature wooden giraffes

Furniture : The furniture includes an tured upholstery, metallic folding ch nets with imprints of her favourite a cosy and quirky cocoon

priceless notes and more.

ed work environment that helped induce the whimsical essential to her practice.

Gupta’s cabin, a large design studio, the accounts team, e ground floor, while the conference area and another ezzanine.

riors are defined using stained glass panels that serve as ty, ceilings adorned with vibrant patterns as well as a th prayer flags, a double ended vintage scooter remodception counter with laser cut hashtags.

e paper boats, funky graffiti inspired posters or a pair of

n interesting medley of wooden benches, printed and texhairs, desks with expandable stools and sleek white cabiarchitect Geoffrey Bawa’s floor plans painted on them.

Every project has its own distinctive voice, each steeped in a sense of cultural awareness, recognized luxury and hallmark exclusivity.

Kelly Wearstler PART A

Location : Los Angeles, USA Education : Massachusetts College of Art and Design.

Work Experience : few design internships in New York, including with Milton Glaser.

Year Started : 1995 An interdisciplinary global lifestyle brand that is leading the contemporary design conversation. A multi-layered, stimulating sensory experience is at the center of Wearstler’s design approach.

Design philosophy, runs on understanding the client’s needs and wants, after which it is translated into design reality.

Style : A juxtaposition of so many different passions and loves. Designs that explore a clever use of materiality, the juxtaposition of styles from a range of eras and risk-taking esthetics appeal to me most.

Typology : Residential l Hospitality I Retail I Commercial l Furniture l Lighting l Decor l Fabric & Wallpaper l Rugs l Gifts l Tile l Branding & Graphics.

They take up an expansive portfolio of home product designs and brand collaborations.

Notable Projects : San Francisco Proper Hotel, Four Seasons Anguilla, BG Restaurant at Bergdorf Goodman, the Viceroy Hotels and Residences, Tides Miami and custom residences for high-profile private clients.

Website : https://www.kellywearstler.com/

Everything in the studio is either custom or vintage.

Plan : open floor plan, with a series of large, custom-made w of the space, and low cubicles running along either side.

Entry : homey vignettes and massive sculptures coexist, giving chic, boutique hotel designs.

Furniture, furnishings and lighting : solid marble or brass, Eve the brass is heavy, the fabrics are thick, the wood is textured.

French Modern chandeliers cast a warm glow over the entire

Material : Wearstler’s unique flare for combining materials (th tage Lucite chairs) and textures (the cream-colored walls are wallpaper).

Collecting Nature’s Bounty : The sliding drawers of the workt works, but they’re also home to Wearstler’s enviable collectio and fossils, all impeccably sorted into individual trays.

“Follow your heart, do what makes you happy, and embrace

WORK SPACE

worktables occupying the center

g it the feeling of one of her

erything in this studio is so lush, . A series of Wearstler-designed e space.

he organic stone table and vine covered in a subtle snakeskin

tables reveal projects in the on of minerals, rocks, seashells,

e who you are.� pushing the boundaries and challenging the rules

Introduction TO MY FIRM

Brief note: At the studio, interior design is completely tailored and is driven by a deep passion to articulate a unique story and formidable point of view. The pursuit of the ‘different’ organically leads the team towards the next big creation- a reservoir of singular, synchronized experience built on an alchemy of design.

Typology: Residential l Hospitality I Retail Area of work: Space planning & furniture arrangement l Design concepts l Finishes & furnishings l Purchasing, delivery, & installation l & installation l Project coordination & management l On-site consultations USP: Refusing to Blend In, bringing in a new perspective to the way things and spaces are designed and looked upon, having a distinctive design language.

Niche: Contemporary Interior Design Mission Statement: An interdisciplinary firm that is leading the contemporary design conversation. To develop interior design experiences that are distinctive, compelling, and of superb quality and individuality that bring our client’s imagination to life in places and spaces.

Vision Statement: A distinguished, honest and ethical Interior Design firm that continuously pursues growth and practices excellence from initial concept to execution – expanding our reach to the retail, residential, hospitality, and commercial markets internationally.

PART B

Organizational Structure: Around 10 employees, including architects, designers and civil engineers.

Office Location: Delhi, because there are various opportunities for growth in this metropolitian city, also it is my home town so I would like to continue practicing here itself.

Ambience of the Interiors: Capturing the energy of the millennial work culture, Open floor layout to encourage better communication and discussions within the team, monochromatic workstations with blocks of black used to create entry markers and articulate functional zones, some indoor plants for refreshing the air and reflect a soft look. Optimum space utilization is the key to create a cosy atmosphere in the office. Vibrance of warm colours, nurturing the creative discussions of young minds.

Furniture: Executive desks and chairs, Workstation desks, Office armchairs, Visitor armchairs, Conference tables, Office partitions, Filing cabinets, Office shelves, Miscellaneous office accessories.

Spatial Requirements: Entry with reception informal seating Managers cabin Work stations Meeting room Printing area Pantry area Washroom Balcony

FURNITURE LAYOUT

Brand Identity

BUSINESS CARD WITH LOGO, AND LETTER HEAD FRONT SIDE

BACK SIDE

LOGIC AND

Colour Schem sionalism and leaving an im

Font : Serif a formal and i

Logo : Depic brand my ow

Size : Busines and stand ou

PART C

LETTER HEAD REASONING :

me : Light gray with black, to showcase profesd minimalism and neatness with gray but with mpact at the same time with the use of black.

as well as Sans-Serif to create a balance between informal.

cting my initial (N), use of Serif and Sans-Serif to wn self.

ss Card 2.5�X2.5� because they are eye-catching ut. Letter Head A4 to maintain professionalism.

FLYER FOR ADVERTISING A NEW PROJECT UNDERTAKEN BY THE FIRM FRONT SIDE

IT’S A BLUE FEELING

BACK SIDE

ABOUT US

At the studio, interior design is comple and is driven by a deep passion to arti and formidable point of view. The pur organically leads the team towards th reservoir of singular, synchronized expe alchemy of design.

Blue can be an intense colour when used throughout the majority of a room, no matter what size it is. Therefore, mixing varying shades of blue is a great way to not only break up the monotony of a using one colour but also make the space more calming rather than stimulating. Mix and Match the Right Shades of Blue.

PART C

CONTACT Nishi Jain, The Store, 356-357, 1st Floor, Me New Delhi, Delhi 110030 l Tel +91 99718 555

ehrauli-Gurgaon Rd, Sultanpur, 582

LETTER OF INTRODUCTION

etely tailored to you iculate a unique story rsuit of the ‘different’ he next big creation- a erience built on an

To: Mr. Aayush Mehrotra Date: 10th April 2020 Sub: Company Introduction Dear Mr. Mehrotra I hereby write this letter to introduce our company, Nishi Jain, which was started in 2020. We are a reputed company in providing Interior Design and Styling services to clients. I wish to take this opportunity to inform you of our services and how they can be of help to you.

We engage in understanding the client’s needs and wants, and translating it into design reality. At the studio, interior design is completely tailored to you and is driven by a deep passion to articulate a unique story and formidable point of view.

We wish to propose a partnership with you for designing your villa in Delhi. We believe that our partnership can benefit you in getting the home you have dreamed of. Kindly find the attached brochure with more information on our services and prices.

Thank you.

Yours Faithfully, Nishi Jain (Founder and Director)

PROPOSAL LETTER

Letter of agreement between Desig Mehrotra. Based on the detailed re concept meeting, the following is ou tectural concepts and interior desig phone as defined within the scope o

To: Mr. Aayush Mehrotra Date: 10th April 2020 Sub: Proposal letter

Scope of Services: Phase 1: Feasibilty The objective of this phase is to eva the project prepare and present de proval.

1. Establish scope of project 2. Establish functional and design c 3. Schematic space and or furnishi

Dear Mr. Mehrotra This letter is being sent as a proposal for the design project plan to conduct with the help of your company. It is an extensive range of design ideas that we have intended to implement both indoors and outdoors, that is at home as well as in office and corporate sectors.

The proposal a variety of designs as been suitable bhaiya experts which would go well with the need and the context - personal or professional. we want you to help us in the implementation of the design ideas.

Kindly go to the enclosed documents in the design proposal where in we have tried to provide all detail the pattern of designs, colour code, materials, etc. that we intend to use we are earnestly looking forward to your suggestions and approval.

Thank you.

Yours Faithfully, Nishi Jain (Founder and Director)

PART D

LETTER OF AGREEMENT

Our team of design planning and management employees has deliberately worked on the issue and all possible dimensions that can be explored to suit all classes of people. The documents of these analysis have been provided herewith; kindly have a look at them.

Phase 2: Schematic Design The design concept is more develop nary concepts and presented in pha initial space and furniture plans lig al finishes and selection of specific fu

Changes or Revisions: Revisions and changes happen from study stage of the work. Changes t revised ideas, structural or mechan accepted, will be billed to you at m costs incurred. Such changes and re written order.

Fee Structure: Based on the size of the project, we

gn Firm Nishi Jain and the client, Mr. Aayush eview of the current site layout and our initial ur proposal for overseeing the project, archign consulting services to be performed by our of work and scope of services.

hourly rate and a fee based on purchases. All products that are included in the design plan will be purchased through my resources, unless otherwise recommended by me. Based on an estimated budget of Rs. _____.

aluate the conceptual design requirements of esign concept for preliminary review and ap-

Fee Structure: Based on the size of the project, we will incorporate a fee structure combining my hourly rate and a fee based on purchases. All products that are included in the design plan will be purchased through my resources, unless otherwise recommended by me. Based on an estimated budget of Rs. _____.

criteria with the owner ings plan

ped and drawn from the approved prelimiase 1 documents are prepared which include ghting concepts and concepts for colour materiurnishings.

m time to time and may be made during the that must be made by me, regulating from nical, after my work has been completed and my regular hourly rate plus any other specific evisions will be made only upon receipt of your

e will incorporate a fee structure combining my

Ownership of Design: The designs, drawing presentations, and renderings I provide as instruments of receipt of your written order.

Ownership of Design: The designs, drawing presentations, and renderings I provide as instruments of my service to you are my own creation and will remain my property whether the project for with they were made is executed or not. They are only to be used by you on other projects or extensions to this project with my agreement and with reasonable compensation.

Payment must be made in cash, credit card or debit card or demand draft only.

For the Client Mr. Aayush Mehrotra: _______________ Date: ___________ For the Design Firm Director: _______________ Date: ____________

INITIAL & RUNNING EXPENSES INITIAL EXPENSES Office building expenses Staff Hiring Expenses Marketing cost Equipment cost like computers, A/C, fans.

Software cost like auto cad, adobe Cost for samples RUNNING EXPENSES Rent Salary Travel Electricity Telephone Stationary

PART D

Taxati

Goods and Service Tax (GST) rate tariff in India is de Essential goods and services, Standard goods and ser monly used Goods and Services at 5%, Standard Go Slab at 18% and Special category of Goods and Serv "Design services" includes services provided in relation to designing of furniture, consumer products, industrial products, packages, logos, graphics, websites and corporate identity designing and production of three dimensional models.

TheGST rate on Interior Design services is 18%.

INCOME TAX refers to annual taxes levied by the federal government and most state governments on individual and business income.

Income tax is applied to both earned income (wages, salaries and commission) and unearned income (dividends, interest and rents).

ion

esigned in 6 categories of goods and services. Four main GST rate slabs framed with rvices and luxury goods and services with 5%, 12%, 18% and 28% respectively. Comoods and Services fall under 1st slab at 12%, Standard Goods and Services fall under 2nd vices including luxury - 28%.

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Nishi Jain, PGIDS 2018-20