POOL 43 by Designindia Magazine

POOL 43

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Tanaji Avghade pg 32 | Photographed by Sudhir Sharma pg28

Rit Mishra 04 Stefan Stark 10 Madhura Kulkarni 14 Love@FirstSight 18 Mithun Darji 26 Ram Raheja 42 Dhruv Kapur 52 Deepak & Aparna 58 Cagri Cankaya 63

START-UP AWARDS The KarmaKonsum Start-Up Awards promotes eco-social start-ups and was awarded for the first time in 2009 in Frankfurt. The aim of this award is to provide entrepreneurs with a support system, to connect them with relevant industry contacts, all amidst an attractive forum. The KarmaKonsum Start-Up Awards is supported by the the Indian Start-Up Network TIE and is implemented in cooperation with the Indo-German Chamber of Commerce.

Start-Up businesses or business ideas are welcome to enter http://www.karmakonsum.in/awards/

Editor in Chief | sudhir@indidesign.in

January 2014 | # 43

Sudhir with Tanaji Avghade at his studio in Karad POOL 43

POOL 43

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Tanaji Avghade pg 32 | Photographed by Sudhir Sharma pg28

Rit Mishra 04 Stefan Stark 10 Madhura Kulkarni 14 Love@FirstSight 18 Mithun Darji 26 Ram Raheja 42 Dhruv Kapur 52 Deepak & Aparna 58 Cagri Cankaya 63

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Designindia was founded in 2002. It was started as a platform for interaction for the design community in India and abroad. Over the years it has grown into a forum spread over many social and professional networking domains, linking design professionals into an active, interactive and thought leading community.

What Matters to Clients To designers, originality is a unique idea or a unique way of expressing the idea. It is also closely tied to esthetics: presentation, polish and finish are as important as uniqueness. These issues do matter to clients as well, but not exactly in the same way. To most clients, originality is defined as a unique way to show or describe their product. Even more specifically, to differentiate their product from those of their competitors. It doesn’t matter to a client if a creative approach has been used before, as long as it will be effective for them when they use it. Effectiveness is the key for them. Polish, presentation and finish take a backseat to effectiveness. Many times it is true that an approach can be too original, in the sense that it may alter the image of a product or client. And the client will not appreciate that. In short, practicality always takes precedence over originality in the minds of clients. To them, originality is a unique response to their problems, not a unique creative response by itself. All your efforts and award-winning originality means little to those who pay your bills, unless they produce bottomline results.

http://in.groups.yahoo.com/group/designindia International Design Media Network Participant

So, while presenting to clients always first convince them of the effectiveness of the idea, and only then, the originality of it.

Sudhir Endorsed by

Supported by

Wishing you a very happy 2014

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opinion | trend forecast 2014

EVERY PRODUCT IS A SERVICE WAITING TO HAPPEN Rit Mishra believes brands must rethink their ecosystem to offer meaningful value to their customers

The relationship between products and services will become more symbiotic, and products will eventually become a touchpoint or enablers for experiencing a service – we will see the emergence of a service-product ecosystem strategy being adopted by major industries in 2014. This trend has already been building up in various industries like sports, wellness, home automation, FMCG, and automobile. Brands are creating services to maintain relevance, and in doing so, disrupting both the status quo and market chains. Startups and unexpected competitors threaten larger corporations as they create useful services that quickly expand their product at launch. Nest is one of the most successful examples of a great productservice ecosystem. A leader in the home automation space, Nest turns boring and mundane products such as thermostats and smoke detectors into desirable lifestyle products that deliver value for customers through an innovative productservice ecosystem. Nest connected smart products offer living services that are always learning, evolving and adapting to our habits and preferences. The smoke detectors and thermostats offer tailored user experience through the close integration of a service that collects relevant data from our behavior and preferences. Nest is gaining loyalty and relevance by delivering ongoing value to users through a seamless product and service 4 POOL #43

opinion | trend forecast 2014

relationship, where one doesn’t exist without the other. Globally the automobile industry is embracing this change, and moving from selling a product (car) to creating a product-service platform to engage and deliver a unique driving experience to its customers. In 2014, we will see emergence of such product-service ecosystems that will transform various traditional industries including the automobile sector. As the cost of owning a vehicle continues to rise, people are looking for new alternatives like shared ownership and mobility on demand services such as ZipCar and Lyft for example. It is very important for traditional car companies to reinvent themselves and adapt to the evolving needs of their customers. Car companies are also looking beyond just creating safer, cleaner, efficient and affordable cars. They are re-imagining cars as a touch point for delivering a meaningful and fully integrated service experience for their customers to win customer loyalty and retention. Cars will become increasingly digital

and move to a centralized computing model. For example, in the near future car companies will offer a full range of services to allow customization and co-design of cars by the buyer, with an option to share these designs to encourage social dialogue around it. This will eventually help them build brand awareness and acquire new customers. The connected car will transform into a platform for delivery and consumption of services like media content, infotainment, geodata services, car servicing and maintenance. The connected car will be able to collect data about users’ driving habits that will eventually help them drive more ecologically and efficiently. The car will learn and adapt to a user’s needs – it will recognize you and based on your past preferences, offer a customized driving experience just for you. It will switch on the AC, turn on your favorite radio station, and adjust the seat and rearview mirrors. The car will also tell you when you have your next meeting, and that you have time to grab a coffee before heading to the www.poolmagazine.in 5

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opinion | trend forecast 2014 real-time coaching as they exercise, while their data flows to the cloud. Launched in November 2013, the YouTube video has had over 3.5m views to date. In 2014 we will see more of these mash-ups in a much more extensive way: Nike+, the pioneer of digital ecosystems in the retail space, is creating an accelerator that harnesses the smarts of 10 startups to build ‘the ultimate fitness platform’. Earlier this year, InfoMotion Sports Technologies launched 94Fifty Smart Sensor Basketball, a Bluetooth-enabled ball that pairs with your iPad and iPhone to track shot speed, dribble force, control, spin, and acceleration. Posted to Kickstarter on March 5, 2013, it reached its $100,000 goal in a little over a month, and is another perfect example how a productservice startup could disrupt and challenge the whole industry.

office. Such seamless service and content integration between the car and other personal devices like smart phones will bring intelligence in product-service ecosystems. Sports apparel manufacturers are playing this game aggressively: adidas miCoach is a service now supported by a product. Smart Run is a sensor-laden watch that gives runners individualized

What is the way forward? Once upon a time, the logo was the brand. But that’s not enough anymore. It’s the way you behave as a brand that matters across every interaction with people. And these interactions are becoming increasingly digital. As brands move from primarily visual to behavioral, the potential to break promises is rising. Customer touch point opportunities are proliferating faster than brands can www.poolmagazine.in 7

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adapt. In this world, personalization and purpose are key for brands to stay relevant. With so many platforms being offered, people don’t have the cognitive bandwidth to grow affection for them all. Pushing products or extraneous services that just add virtual noise and clutter to our lives will not win people over. With people’s time and energy becoming even more sacred, we’ll want products and services to aid, empower, educate

and delight us. Brands must embrace and consider non-traditional coupling, hyper-smart consumption, and the new lifespan of a product that is extended through digital information and intelligence. (Rit Mishra is a Service Design Lead at Fjord Oy (www.fjordnet.com) where he is responsible for leading a multidisciplinary team of designers.) rit4you@gmail.com

adidas Smart Run Fjord collaborated with adidas on the miCoach Smart Run with an experience that is tailored for runners. adidas Smart Run device can report the location, speed, and heart rate of the athlete. The Smart Run also offers personalized coaching, which is played through the watch’s face or headphones using Bluetooth. www.poolmagazine.in 9

opinion | trend forecast 2014

Coloring

outside THE LINES Stefan Stark makes a case for encouraging creativity in all fields

In addition to my work as an artist, designer and video director, I work with different groups of people as a creativity trainer. The idea behind this approach is that leaders and executives are increasingly realizing that creating art has a huge positive effect on the wellbeing, health and motivation of their employees. Most importantly, it’s a way to support creative thinking, which benefits both work and personal life. The ability to think creatively in order to deal with change and to find the best possible outcomes is a skill that is essential to our future on this planet. Through exploring an artist’s way of thinking and of seeing the world as a piece of artwork, we could find solutions for many of the challenges we face. I think that this approach will become more and more important in the near and far future. Most people today who are dissatisfied with what they are doing say that they want to be more creative and use more of their unique talents in their work. The German artist Joseph Beuys famously said that ‘everybody is an artist’ — a quote that is often misunderstood. Beuys did not want to say that everybody should start painting or doing sculptures. He was talking more about the way we see ourselves acting in the world. No matter what we do or what our profession is, we can follow the same criteria and rules used in the creative process. 10 POOL #43

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Composition The team was asked to create an abstract picture that shows how they work together; suddenly a lot of things became very obvious!

Composition

Stepping back to see the whole picture, for example, is a useful perspective that artistic work can teach us. Often we tend to focus only on small details or one single aspect. From that orientation, we may completely lose the sense and meaning of the whole. In the Western world this could be the beginning of what is known as ‘burn-out syndrome’. To step out of this small view and see the larger picture again is often the turning point in finding new solutions for particular difficulties. Sometimes one final brushstroke makes a painting a masterpiece. Changing a detail on a sculpture can completely change the entire appearance of the piece. So too can a single action have a huge impact on

a system or a society — a fact that gives hope when we look at the environmental and social challenges we are facing. In my experience, doing art gives us the possibility to do things in a radically different way, and to try completely new things without causing any relevant harm. In that sense it seems to be a perfect meta-level to work on ideas before they enter reality with all its consequences. It’s like a state of levitation before the artist decides that it’s finished and brings it down to earth. Albert Einstein said, “We cannot solve our problems with the same thinking we used when we created them.” www.poolmagazine.in 11

Landscape | Within two hours employees built a landscape in a meeting room which could be seen as a metaphor for how they see the company they are working at.

Changing/shifting perspective is an important skill that is trained through creating art. Artists try to switch permanently from their own subjective view to an objective perspective on their art piece to make it better and to get a sense of how it appears in the eyes of an observer. Being able to change your perspective also leads to more compassion, and understanding the needs of others makes us not only more human but also more successful in the service we are offering. The refreshing effect of changing our perspective on our mind and soul is often underestimated, but when we think of people falling in love we see the difference clearly. One thing in life has changed and everything else appears easier and more colorful. By observing our own or someone else’s artwork, we get a sense of an irrational element that occurs – something that we call intuition. Intuition is the feeling that 12 POOL #43

opinion | trend forecast 2014 Blue-Red Tent Team members were asked to reflect on the values of their company. They built a kind-of tent: on the blue side they wrote the values and subjects that have been important in the past and present, and on the red side they wrote all their needs and wishes for the future. This work of art was presented to the leaders and other employees.

tells us what to do and what would be the best. Many pioneer minds who created great inventions, founded companies or changed society describe intuition as a ‘vision’ or a ‘call from the future’. It’s a human skill that is hard to learn or practice, but it seems that artistic work improves intuition by making us more sensitive. In his 2006 book, A Whole New Mind, bestselling author Daniel Pink declares that gone is the age of ‘left-brain’ dominance. Pink needed about 300 pages to explain why linear, specific, and analytic, left-brain-dominated thinking has brought us to where we are now but will lose its importance in the future. Now it’s all about the right brain. ‘Creativity’ and ‘thinking outside the box’ are the keys to the future. But this is what artists have been doing all along, from the genius of Leonardo da Vinci who saw science and art as one, to the playful Picasso who saw parts of a bicycle and combined them into a sculpture of a bullhead — an everlasting masterpiece — to creatives all around the world today. Like Picasso, we can often bring something new into the world by

combining existing things in a different way or seeing contexts where nobody else has before. That’s what my colleagues and I teach and practice with people who work with us. We provide the chance to step out of routines and comfort zones and do something completely different, at least for a couple of hours. Often we as trainers don’t know much about the work of our clients, but after they’ve done some creative work we ask them to explain to us what the pieces or the process might have in common with their daily work. Here lies a powerful key to opening up a whole new perspective on their individual work or their relationships in their companies. Here, art is not results-based, and labels of good and bad are not applied. The purpose is not to create beautiful objects; instead it becomes a method of understanding ourselves, of doing things in a more effective way for the good of all beings, and of finding our place in the world. ( Stark is an artist/designer/creativity trainer who lives in Cologne, Germany) mails@stefanstark.com

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pg 34 Nattoji Indrajit

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opinion | trend forecast 2014

PRO PACKAGING Madhura Kulkarni forecasts packaging trends in India From wooden barrels, to cans and aseptic cartons, packaging has come a long way, evolving with the growing requirements of the consumer. A packaging item may perform the necessary practical role, but the chosen structure and finish provide visual, tactile and sensuous qualities that can excite, intrigue and also assist the user. Each finish and effect is used to manipulate the consumersâ&#x20AC;&#x2122; perception or engage their senses so that what they see and feel communicates the right message about the packaged content. An average Indian spends around 40% of his total income on groceries and 8% on personal care products, making India one of the largest FMCG markets. Cost effectiveness and minimized wastage of material have always been the underlying factors for design development in packaging industries; these form the foundation pillars for mass manufacturing packages. What a product package should be to a consumer with high expectations will be decoded as the trend progresses. With the major shift of accepting a package as no less important than the product, taking into consideration its brand information display, safety of the content and transit precautions, a package is becoming the face of the product. It is the packaging that brings transparency to the content in the package. For the consumer, a package is a see-through window during the decision making process of buying.

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opinion | trend forecast 2014

Special attention to the details of the opening experience and the intricacies of making a premium product package are all on the new agenda of upcoming product ranges.

An interactive packaging range which will increase the time duration of the package from the display rack to its disposal post buying is expected, thus satisfying the need for its involvement with the consumer. Involvement achieved through customization and by creating an area for identity on the package will be an introduction to personalization of packaging, which in a way will give the consumer a platform to associate himself with the package. Personalization can be a source of information for the buyer or the receiver in case of a gift pack. Customized shape, color or message can be a part of the package.

Premium packaging is on the way to mass production as the demand for personalized packages is on the rise

The â&#x20AC;&#x2DC;Cadbury Celebrationsâ&#x20AC;&#x2122; pack, considered revolutionary for festive gifting in India, has opened up new

The social change taking place in India will indirectly result in modification in packaging design, which cannot be ignored. Considering such a scenario, the emotional selling proposition of a package majorly impacts the FMOT (first moment of truth) while making purchasing choices to the extent of buying a product for not only its content but its dual purpose or increased utility of the package.

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opinion | trend forecast 2014

horizons for making daily commodities special endeavors to cherish. Packaging being the driving force required to promote commodities, gifting will be reintroduced as an anchor for purchase. Adding a meaning to the content through a desirable package is the next leap by the packaging design industry towards better communication between the product and the buyer.

user is not a distant dream. Modifying a simple carton into a ready reckoner can be a few folds away! Eventually, the necessity of taking out the contents from the package and placing them in another container for ease of handling will take a back seat and make way for purpose-oriented packages, leading to sustainability.

Making a difference through packaging by introducing reusability of packages for the microwave generation will be the prime consideration hereafter. Reusability, not only in the sense of using the pack as it is but considering its usage for either multiple contents or multiple purposes.

A reasonable amount of attention is being drawn towards the food wastage that occurs due to improper handling, and inadequate storage and transport systems. To avoid this local vendors repack such commodities before making them available for sale. This sector can be considered an avenue for packaging intervention.

The possibility of the pharmaceutical packaging industry taking advantage of new developments in packaging to generate wholesome solutions for the

Making an impact through the supermarkets and the retail shops with the same package is the biggest challenge. A deciding factor for purchase

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with equal intensity in any and every possible environment has become achievable. The industry’s ‘product first, packaging next’ attitude has changed towards a union of the two for better response and interrelations in the market.

by the target group is the environment in which the package is being displayed. To make a self proclaimed zone to help focus the consumers’ attention on a commodity is the need of the season. Packaging is no more limited to primary, secondary and tertiary aspects. Instead, a whole new approach of combo packs which can be stored, displayed and used

Sustainability will be achieved through developing a thought process or a learning curve which will demand that the consumer retains the pack as a prized possession, and in turn reduce the throw of the package. The product may cease but the package will stay as a souvenir and create memories never to fade. (A PG Product Design student at MIT ID Pune, Madhura Kulkarni is currently working on her graduation project at Parksons Packaging Pune.) madhura.kulkarni@mitid.edu.in

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Institute 10 Development 58 kat 04 The Craft 52 Jenny Pinto 02 Uzma Show 44 Tinni Arora Anubha Kakroo a 22 Akshay Kaul 14 Abeer Gupt nan Krish ka Devi

pg 34 Nattoji Indrajit

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research

Love@ FirstSight Did you know that the maximum spends on body sprays come from male working professionals? This and other such surprising information was recently uncovered by Lokusdesign, a design consultancy that undertook an interesting project to better understand consumer behavior in the body spray segment. The Love@FirstSight project is an endeavor to understand the deep-rooted emotional relationship between brands and their enthusiasts â&#x20AC;&#x201C; in an industry where brand and packaging design plays an integral role in consumer choice and loyalty. It is an insight-based, consumer driven initiative to co-create brand and packaging design solutions for brands. The Love@FirstSight report encompasses insights from brand managers, agencies and design experts. With the fragrance industry growing at enormous speed, major players in the market are willing to invest in the manufacturing process to craft different innovations. The report identifies the need gap analysis in the body spray industry, and how brand managers could fill this with unique designs for different target segments. The Lokusdesign team that worked on the report included Shekhar Badve, Founder Director (Strategy & Marketing); Navneet Rana, Lead Graphic Designer; Sandeep Mulay, Graphic Designer; and Mihir Bankapure, Graphic Artist. www.lokusdesign.com 18â&#x20AC;&#x192; POOLâ&#x20AC;&#x201A;#43

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CONFERENCE

CAMP

EXPO

AWARD

KarmaKonsum is a leading German business community promoting the concept of Lifestyle Of Health And Sustainability (LOHAS) and genuine CSR initiatives. It was founded in Frankfurt in 2007 by entrepreneur and yoga teacher – Christoph Harrach. KarmaKonsum’s web portal records more than 3000 daily visits and hosts a social community of 3000+ on Twitter and 5000+ on Facebook. It publishes trend papers with leading market research companies and universities (AC Nielsen - 2008, Sinus Socio Vision - 2009, Technical University of Berlin - 2013). It also publishes a weekly ‘trend letter’ which goes out to more than 6500 subscribers. KarmaKonsum has developed a pioneering series of conferences that discuss and implement social consciousness and sustainability in businesses. KarmaKonsum has hosted about 1000 attendees in its previous conferences and is holding its 8th conference for the first time internationally in India, Pune.

Promoting

ethical consumption by the society through sustainable and eco-friendly business practices www.karmakonsum.in SPEAKERS Sudhir Sharma

Aarti Mohan

Founder & Creative Chairman of INDI Design Welcome note

Lakshmi Rebecca

Chief editor of ‘The Alternative’, Social Entrepreneur, Co-founder – Sattva Media “Sustainable consumption and grass roots movements in India”

Filmmaker and Talk Show Host Moderation

Mike Kuhlmann

Vimlendu Jha Founder of Swechha, Natural Leader “Engaging young people for creating the desired for change”

Christina Raab Team Leader at “Collaborating Centre on Sustainable Consumption and Production (CSCP) “Green Retail in India”

Christoph Harrach

CEO- Hab & Gut, Artist, Entrepreneur, Consultant and Implementer “Good Economy”

Vandana Shiva Founder, Research Foundation for Science, Technology and Ecology. Prof. Dr. trained as a Physicist “Earth Democracy: Justice, Sustainability and Peace”

Vani Murthy Urban Farming/Composting “Consumer trends: Do-it-yourself and urban gardening”

Founder, Chief Executive Change Designers & Bloggers ‘Keynote speech’

Sanjay Tambe

Tanmay Goswami

Thomas Hübl

Professor and Doctor of Ayurveda in Udupi “Kamasutra in business”

Founder of the Academy of Inner Science “Transforming the economy towards a new culture of WE”

CEO Santulan Ayurveda “Intercultural Marketing: Indian and western lifestyles”

product design

THE CROSSOVER BIKE

Product Designer Mithun Darji recently won the Red Dot Design Award for his low cost hybrid electric bicycle, which he hopes to see on the roads soon

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How did you hit upon the idea of Cross X? MD: It is a very interesting story. As I entered my thirties, I became a little keen on leading a healthier lifestyle. I used to travel around 20-25 km daily, and thought of purchasing an electric cycle. I was disappointed as there weren’t any well designed electric cycles available in the market. The ones that were available used an existing cycle and mounted a hub and a battery and blatantly called it an electric cycle! I was surprised that there hasn’t been any innovation in this area; the product designer in me was intrigued. I wouldn’t call Cross X a bicycle. It is a category in itself. It’s not a cycle and it’s not a bike. It is a kind of bridge between the two. Cross X stands for crossover from a normal bike! I was drawn to integrating a cycle and a powered vehicle. I tried taking the positive attributes of both the categories and let go of the negative ones. Though it looks like a cycle in terms of design, the stance is not that of a conventional cycle. This category is not very well defined - people around the globe are trying many combinations with no specific idea or clue how to define it.

product design

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product design

Product Detailing

As a designer, this fascinated me as an opportunity area. So I bought a cycle and rode it around, mapping all the problems I faced in various surroundings. While I was performing this user testing, some solutions were already popping up at the back of my mind. Slowly the character of the bike was being conceived. But it was still a fuzzy picture. So I sat down with a sketchbook and pen and started sketching the ideas that were cropping up. It took me around six months to visualize the final idea. So, how does the Cross X work? MD: The Cross X has two variants — electric with 36 amp battery in the central housing, and non-electric with just a storage casing, head and tail lights powered by a 400 milliamp battery. When you get tired of pedaling, on the higher version, you can switch over to battery mode and simply ride the Cross X. It can run to 45 km! 28 POOL #43

What kind of research did you engage in for this project? MD: There was no methodical research; it was a very prompt and proactive approach. As and when a problem was found or an opportunity for development was seen, it was worked upon. What challenges did you face? MD: I knew from my professional experience that any idea holds value if it can be transformed into something tangible. I needed a prototype and thankfully I had some funds saved that I could pump into the project. Sometimes an idea just ‘hits’ you, but you need to be proactive and meticulous to actualize it. With other commitments and priorities, finding time for this activity was a big challenge. When I started I had no idea of the components, so it was a big challenge. This project was a learning curve for me, from being

PRODUCT DESIGN just an idea, to developing it for six months, and then another four months prototyping it. The project went through various obstacles like availability of parts, tooling facility and other small iterations at every step. Having a strong will and not admitting defeat, and trying to find solutions in any manner possible helped me. Were there any mentors along the way? MD: There were no mentors for this project, but there were a lot of really good friends â&#x20AC;&#x201C; for instance, I would sit with my close friend Ajit Dandekar, discussing various aspects of the project over chai. But there have definitely been a lot of mentors and guides along the way, helping me become what I am today and I owe my success to each one of them. What is the potential of a vehicle like Cross X? MD: The next thing on the agenda is taking it to the market. I have showcased the design to a couple of people who

are interested in taking this forward. In the 1970s when computers entered the scene, ideas were emerging. No one could have visualized a tablet then. Similarly, there is huge potential for the next era of commuting. I won a Concept Award, but my aim was always to make a product that worked in the real world. Do you think winning the Red Dot Design Award has influenced your development as a designer? MD: Sending the design for the Red Dot Design Awards was a spur of the moment decision. We sent the design on the last day of the deadline without any hopes of winning an award. Winning the award definitely gives you a sense of achievement. It was like a milestone. As an Indian designer, it boosts your confidence to be recognized on a global platform. What drew you to design? MD: I wasnâ&#x20AC;&#x2122;t an exceptionally bright student during my school days so

Overall design

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Product Variations

I compensated that by working really hard to keep up. Eventually I landed up studying Architecture, and things changed. The initial seed of inquisitiveness was planted during my days as an architectural student. My design journey started from there and propelled me towards NID. It was my formative days at NID that lit the fire in me, ignited my senses in a way that consumed me, completely immersing me in design as a way of life. Tell us a little bit about your background. MD: I come from humble beginnings, from a small town called Patan in Gujarat. Not being a bright student, I pushed myself very hard to achieve better results. Things changed when I pursued Architecture. The independence of living in a hostel, the challenging projects, and a new approach towards life were like an adrenaline rush.

In my final year of graduation, I had started planning for my Master’s. A junior convinced me to apply to NID, but I was a little skeptical. Since I had nothing to lose, I gave it a shot without preparing for it. And the next thing I knew, I was sitting in front of the interview panel, trying to answer their questions calmly. And this is how NID happened. What would you suggest to other young designers who want to follow a similar path? MD: We designers as a breed are creative thinkers. There is no shortage of good ideas. The fact is we don’t work upon them rigorously and meticulously. We need to have focus and a passion to make things. If you have an idea, make it in a tangible format, either digital or physical, and convert the idea into a product. That’s where success lies. mitharch@gmail.com www.poolmagazine.in 31

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cover story

MIND ALTERING ART Spiritual painter Tanaji Avghade uses the medium of sacred geometry to create Shree Yantras, arresting works of art that bring balance and peace of mind to the viewer. Sudhir Sharma, who met the down to earth artist in his studio in the Maharashtrian city of Karad, comes away struck by his connection to the universal energy, and its vibrant manifestation in his art. What is a Shree Yantra? TA: Shree Yantra is the use of geometry to answer metaphysical questions. In the ancient times the sages would ask ‘what is srishti’ (creation)? What is its structure? What is our deha (body)? What is its plan? The Shree Chakra (Shree Yantra) is a representation of that. The center bindu (point) is swayambhu, and the source of all energy which runs the samsara. A triangle, circle, point (bindu), and square are the geometrical forms, which when put into a Shree Yantra, take the mind to another plane. This interplay 32 POOL #43

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shree yantra

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of geometry captures the mind. A Shree Yantra charges your positive centers if you stay in its vicinity every day. If you stare at the central bindu, the entire geometry enters you, and you enter a new zone in your mind. The Shree Yantra definitely takes the human mind to a different plane; it can still your mind. It charges the right brain. You forget everything, and you can still you mind. There is no dwidha manashtithi (dual mindedness). If the geometrical rachana is perfect, it affects your internal energies. They are awakened from a sleeping state. I have experienced this 100% and I have tremendous faith in Shree Yantras. How did you get drawn to painting Shree Yantras? TA: In 1988 I moved to Kolhapur. I had been interested in philosophy, metaphysics and spirituality from childhood, and I used to worship Datta Maharaj. Kolhapur has many ashrams and mandirs, which I used to visit. From 1988 to 1989, I used to visit the Mahalaxmi Mandir every day and do sketches there. In the temple there is a Shree Yantra which you see before you take darshan of the goddess. I had read an article about the Shree Yantra in the newspaper and that is how my interest in Shree Yantra and its metaphysics began. I started researching this topic and using it as the basis of my paintings. I studied Shree Yantras till the year 2000. Through the medium of one Shree Yantra, I created many paintings. In the Hindu culture we

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cover story have mantras, and when the rachana is recited and the swara reaches the ears in a particular way, they awaken the energies inside us. The Shree Yantra has a similar effect. When I see my work, all negativity disappears. Around 1993, I began to think of how I could make paintings that give relief to people, and help their minds get attracted to positive things. So I thought why not put forms from the Shree Yantras into my paintings? Tell us something about yourself. How did you get into painting? TA: When I was in the 4th standard I used to visit a neighbor who was a painter. I was always good at drawing and painting, and from the 7th standard I started doing it really well. In the 10th standard I had a teacher who pushed me into painting. I started doing signboards in oil. I also used to do paintings of Lord Ganesha.

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(Top) shiv shakti Medium - Acrylic on Canvas Size - 24”X24” (Left) dhyan Medium - Acrylic on canvas Size - 24”X24”

My father was an illiterate laborer, and I had four siblings. My father tells me that when I was in the 7th standard he met a Maharaj (holy man) who predicted that I would do something different. My eldest brother died when I was 19. When I lost my mother, it was a huge calamity for me. After I failed my 10th standard examinations I came to Pune to do hoardings for some time. I used to give the wash, the main artist used to do the sketch, and I would fill the color. In 1984 I appeared for the 10th standard examination again, passed, and joined Karmaveer Bhaurao Patil Vidyalaya for standards 11 and 12. My father sold household belongings like www.poolmagazine.in 37

w | Medium - Acrylic on canvas | Size - 48”X48” 38 POOL #43

cover story pots and beds to finance me. In junior college I started doing portraits and gifting them to people. My financial situation was bad, so painting signboards was the only option. I used to make signboards in a place called Dahiwadi in Satara district of Maharashtra (which is the birthplace of Gondavlekar Maharaj). I had to leave my education in the 12th standard as I had no money except what I earned from painting. I got into painting full time. In 1986, I rejoined college but had to leave soon, but I did not give up painting. My aim always was to paint better than anyone else. In 1988 I got married. I went back to the same college for admission and they refused initially, but I insisted that I could complete college even though I was married. By that time my wife was working and she supported me. From 1988 to 1993 I completed my college education, studying Fine Arts. I used to attend college from 7 am to 1.30 pm, and then I would paint. At that time my paintings were not at all spiritual. I used to do only portraits, and I was very good at them. I was famous for making portraits from photos. How does a painting evolve on canvas? TA: When I look at a blank canvas, one by one the pratimas (shapes) appear in my mind. As soon as I get them, I start painting; I do not sketch on paper. First I take a compass and create the circle, and other things fall into place. One thing leads to another. Itâ&#x20AC;&#x2122;s like making a machine! Work improves gradually. All forms are elemental, I just try to absorb and get them on paper; I do not create them. Forms just appear on the canvas. My research helps in uncovering forms for the good of the people. Nothing is new; it is just assembled by me. Forms exist, and when I concentrate, I get ideas. Like distilling gold from ore, I distill these forms. Forms just appear on my canvas. The way an author creates words out of his energy and talent, I collect forms in my painting. How much time does it take you to paint a Shree Yantra? TA: I paint for two to three hours every day and this goes on for three weeks. Once, the last stretch took me 19 hours to finish! Some people give me a deadline as they have a muhurat (auspicious time) for installing paintings. Earlier I used to paint all night, make portraits, and gift them to people the next day at college. Everyone appreciated me, and I was a star of the college. The college displays used to be cleared to put up my paintings, and this praise motivated me to work all night. I feel I learnt a lot during that phase. If I had been rich, I might not have become such a painter. When did you start doing exhibitions? TA: In 2008, I held my first exhibition in Pune, arranged by my friend Gandhi. I was told that you canâ&#x20AC;&#x2122;t sell at exhibitions in Pune, and that my prices were too high. People loved my work. My first sale brought me www.poolmagazine.inâ&#x20AC;&#x192; 39

Design Drives Innovation.

A philosophy that nurtures a culture of innovation. For over six decades, Forbes Marshall has been building steam engineering and control instrumentation solutions that work for process industry. Today, we are leaders in process efficiency and energy conservation through technology tie ups and focused investments in manufacturing and research. Constant innovation in our product range is what helps us stay at the fore. We have

consistently brought to the market innovations in technology and design. Several of our designs have won awards, the most recent being the Steamon Vortex Flowmeter which has won the iDesign award for the Best Design in Capital Goods. To know more about what drives innovators at Forbes Marshall, write in to us at response@forbesmarshall.com .

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Kundalini Medium - Acrylic On Canvas Size - 30'x30'

` 9 lakh, and my artist friends were surprised at something like that happening in the Pune market! My second exhibition was at the Balgandharv Gallery in Pune, and it was a complete success. I have had two exhibitions in Mumbai which were also very successful. Since then I have done many solo exhibitions and also participated in group shows in Delhi and Bangalore. My Shree Yantras paintings never remain with me; they have always been given or sold to other people. I have observed the reactions of people who see my paintings at exhibitions â&#x20AC;&#x201C; and they definitely feel something. What advice would you give to a young artist? TA: Believe in your work 100%. Be constant. Think carefully about every piece you create. Always keep color, canvas, and brush with you. Always focus. You should always have the guts to work in your way; one day people will accept you. Your work is your guru, always. shivshaktidas@gmail.com www.poolmagazine.inâ&#x20AC;&#x192; 41

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architecture

REDEFINING LUXURY Three generations of Rahejas have made S Raheja Realty a name to reckon with in the Indian real estate landscape. Ram Raheja, the young Director and Head - Architecture & Design, intends to take this legacy proudly into the future.

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architecture

raheja cascade Near Lonavala; Exterior

Whatâ&#x20AC;&#x2122;s your definition of architecture? RR: Architecture, according to me is a blend of art and science which creates spaces in response to nature, history and behavioral pattern. Architecture can refer to a simple physical structure, or the science of designing and erecting a building or the style and method of building the same. Thus, it is an idea, process and the finished product, all combined into one. For me, it is a form of expression just like any other art form, with a perfect balance of science and technology. In all these elements of architecture or design, the most important factor is that of esthetics, without compromising on the functionality. www.poolmagazine.inâ&#x20AC;&#x192; 43

architecture

raheja cascade Near Lonavala; Bedroom

What drew you to a career as an architect? RR: Architecture is my passion and to be able to create a home for someone is what I have aspired to do from an early age. Being part of a family that has been in the realty business for three generations, I was exposed to construction sites and sketches of buildings from a very early age. I was fascinated with how science and imagination worked together to create something esthetically appealing and functional and I decided that I wanted to be involved in that process. What excited me the most was the designing and architecture of the projects and watching them take shape and turn into giant and strong structures. That passion led me to study architecture at SAIC - The School of the Art Institute of Chicago, where I received a Merit Scholarship. Did you move straight into the family business? RR: During my final year at SAIC I was selected to participate in the year-long international urban research program called ‘The GFRY Studio’ which is funded by the Motorola Foundation. Prior to returning to S Raheja Realty, I worked with Ricardo Bofill Taller De Architecture in Barcelona, Spain. I also formally started my design education at Raffles Design Institute, a Singapore based college, where I received an Advanced Diploma in Interior Architecture. 44 POOL #43

architecture

(Top-Bottom) raheja cascade Near Lonavala; 1. Luxury Villa Courtyard | 2. Terrace

Do you have a design philosophy? RR: According to me, simplicity is the ultimate sophistication. I believe in creating projects that are not trendy but timeless. For me, architecture is visual art where the buildings speak for themselves and I would like my creations to remain relevant and beautiful in the decades to come. In all my designs, I try to use my creativity to blend beauty with the functionality of the space as I believe both are equally important. How much experimentation do you introduce into your work? RR: Mumbai, being one of the most populated cities in the world, has very limited supply of land and a lot of regulations. Thus, there is little scope for experimentation in terms of materials or layouts. However, the challenge and excitement for me lies in trying to maximize the available space and building something functional yet beautiful under the given constraints. In our projects outside the city, like Cascades in Lonavala, I have experimented with design and architecture in various ways. I used various materials like cork and rubber to add sustainability to the project. Every villa has a 30-ft waterfall which flows through the different levels to end as a private pool, which adds to the beauty and keeps the entire villa cool during the summer months. Several such elements have been used by me for the first time in designing this project. www.poolmagazine.inâ&#x20AC;&#x192; 45

architecture

What about innovation? RR: Architecture, just like any other art, cannot remain stagnant. It should be speaking of its time and place but yearn for timelessness and that is possible only through innovation. According to me, architecture is a representation of society and gives shape to civilizations. Thus, without change and innovation, architecture cannot exist. We can take an example of sustainability which was not considered a part of any architecture a few decades ago. However, it is one of the most important factors to keep in mind when planning a project now. With environmental concerns rising every day, it becomes our duty to build with coming generations in mind, and this means using new kinds of materials, and planning with different factors in mind, all of which were not important a few years ago. Thus, innovation is the spirit of architecture. S Raheja Realty is offering luxury housing at affordable prices in tier II cities. How are you able to bridge the gap between affordability and luxury? RR: S Raheja Realty is primarily into luxury housing; in 2013 we forayed into midlevel housing looking at the huge rise of demand in this sector. The concept of 46â&#x20AC;&#x192; POOLâ&#x20AC;&#x201A;#43

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(Left-Right) 1. Hinduja Healthcare Reception Area 2. Hinduja Healthcare Exterior, Rooms and Surgical Theaters

luxury is different in different segments. What we aim at is to provide the best that is possible in that segment. Our project in Palghar has imported tiling and fixtures in all its rooms, with facilities like power back up and landscaped gardens, which are a first in the area. Similarly, our project in Varanasi is the tallest approved project in the city, the first to have two-level basement parking, etc. Thus, it is affordable luxury housing for that particular city and segment. Rather than bridging any gap, I believe we are bringing luxury to every home by delivering the best that is possible within a particular budget without compromising on the quality. What inspires you? RR: I love the timeless architecture in our country and in Europe as much as the innovative architecture happening everyday around the world. Nature inspires me in several ways as do several architects from around the world. From history, I admire Sir Christopher Wren, Louis Henri Sullivan (who was one of the first architects to design skyscrapers), Ludwig Mies van der Rohe (who made significant changes in the traditional form of architecture that was prevalent in his times), and Rafael Vinoly, to name a few. www.poolmagazine.inâ&#x20AC;&#x192; 47

architecture

Gurukripa Kalina, Mumbai; Luxury apartments

What are your other interests? RR: Traveling around the world to explore different historical monuments, and keeping up with the latest innovations in the field. In your opinion, what emerging trends will most influence Indian architecture? RR: With the growing concern for the environment, I believe sustainable architecture and green buildings will gain a lot of importance. Considering the shortage of space, architects will have to focus on maximum utilization of space to keep up with demand, and concepts like sky-villas will become more dominant. It will be a challenge to build structures that utilize space and at the same time have an esthetic appeal. Indian youth, who have far greater disposable incomes and international exposure than the previous generations, will demand only the best in terms of their living and working space. I expect a lot of experimentation and innovations in 48â&#x20AC;&#x192; POOLâ&#x20AC;&#x201A;#43

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natraj Madhu Park, Mumbai; Luxury apartments

architecture, especially in commercial spaces and the luxury segment. What’s next for Ram Raheja? RR: I want to take the legacy of S Raheja realty forward and the bring joy to as many families as possible. Being a passionate architect, I want our projects to be a reflection of great designing and quality, and would like to build for all sections of society. I would like to design projects like Cascades, which are very luxurious and innovative in terms of architecture, alongside mid-level projects which provide affordable luxury to a large section of society. Both are equally important to me - they inspire me for different reasons. What insights would you share with your generation of architects and designers? RR: My only advice is to follow one’s passion because as long as we do what

we enjoy, it never goes wrong. I believe India is going through a very interesting phase and it’s a great time to be in any creative field. We must take advantage of our rich history and heritage and blend that with contemporary innovations to create something that is unique instead of simply copying the West. Architecture is a form of art and it’s very important to maintain one’s individuality in this field, to not follow what the current trends are but to try and create a trend for others to follow. If each one of us tries that, we can have a civilization with diverse and interesting architectural creations. There is immense scope and we have some amazing institutions in the country for training in this field. However, personally, I feel that the most important form of learning comes from experience and never being afraid to try something new. contact@sraheja.com www.poolmagazine.in 49

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fashion

FUNCTIONAL FASHION Delhi-based fashion designer Dhruv Kapur’s brand DRVV celebrates individualism through simple, wearable designs

What drew you to a career in fashion? DK: It was a genuine love for clothes, and nothing more! I’ve been dreaming up clothes and drawing them in the margins of my notebooks since I was a schoolboy. I have a B.Sc. from the London School of Economics and Political Science (LSE) but I thought fashion would make me happy, and I was right. How would you describe your design esthetic? DK: Minimal, architectural, utilitarian, unisex. Tell us about your brand DRVV. What kind of clothes do you design? DK: The brand is positioned as a premium luxury offering, with each piece methodically crafted with an eye on impeccable finishing and detailing. Our garments have an androgynous look. My brand’s vision is to move past social conventions. So with each collection we give garments that are evolved versions of what already exists. I keep in mind that free thinking individuals with the courage to stand by their own convictions will be proud to own these designs and use them to accentuate their uniqueness. How do you get inspiration for your collection? DK: I find myself often having conversations about the state of things with myself. These become the starting point for me – I think of how certain traits can be portrayed in the clothes and how then I can make more which try to break past convention. 52 POOL #43

fashion

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fashion

What is your understanding of the term ‘innovation’ in relation to fashion? DK: I think the term ‘innovation’ explains itself – to be an innovator, you need to come up something that doesn’t already exist, or recreate something with your own unique take on it. Where does DRVV retail? DK: Currently you can find us at Atosa (Mumbai), MY-Thology (Singapore), Verandah (Bangalore), Pernia’s Pop Up Shop (Online) and Aura (Nagpur, Surat, Raipur). In your view, is fashion about style or substance? DK: Style refers to a state of being – without being comfortable in what you wear, you’ll never be called stylish. So, function and substance become paramount for a design to actually become successful. www.poolmagazine.in 55

fashion

DRVV is a ‘premium luxury offering’. Do you believe fashion can ever be really ‘affordable’? DK: Yes, fashion and style can both be affordable, but you have to make the effort and find it – no one can package and give it to you. With fashion, we spend months to give people a truly special product and experience. We hand craft each garment to perfection, in the finest fabrics, with the greatest of care. So, if you consider what goes into making what we’re selling, it is worth the money. We can’t, however, be expected to provide all those things at an ‘affordable’ price. So if you want to get affordable style, find a style that works for you and accumulate different pieces from high street retailers for good prices to make your statement. Where does DRVV go from here? DK: I have a few ideas, and with the right opportunities, I hope to grow the brand into its full state – one where we are aspirational and synonymous with quality, style and substance. It sounds like we have that now, but I mean to make it more visible and identifiable in several markets. What are the emerging trends in Indian fashion? DK: As for now, the very fact that a younger breed of designers is coming into focus is a trend. With each young designer comes his own vision, which could be termed a trend. Most of us are moving away from what has been in the Indian fashion industry for decades, and I think there are signs that the consumers are ready to start shopping differently too. press@drvv.in www.poolmagazine.in 57

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antiques

KEEPING A HAND IN THE PAST Former investment banker Deepak Srinath and his artist wife Aparna Rao started Phantom Hands as a way of staying engaged with all the antiques they couldn’t themselves buy!

What is ‘Phantom Hands’? PH: Phantom Hands (phantomhands.in) is an online store of carefully selected, unusual to rare antique furniture, collectibles and décor objects. We came up with the name ‘Phantom Hands’ as a metaphor for all the unknown artisans who have contributed to the perfection of each object and artifact. In a sense, each object is a culmination of centuries of craftsmanship and skills, passed on from generation to generation. That kind of refinement of a single handcrafted object hardly exists anymore. What led to its creation? PH: Phantom Hands evolved out of our personal interest in antiques and curious vintage objects. Aparna is an artist and I come from the world of investment banking and technology startups. Aparna’s family was in the wooden furniture making business for nearly 40 years and she grew up with 58 POOL #43

antiques

Stoneware Bottles

Rati Manmatha

an appreciation of fine craftsmanship. From the time she was in college, she has been discovering and stashing away small pieces of furniture. Over the years, her sense of frustration at the general loss of a culture of making things well, especially hand made objects, has only grown. Be it the local plumber, carpenter or tailor, the sensibility of attention to detail and pride in their work has been replaced by a jugaad work ethic - a ‘just enough to get away’ approach. Beautiful and well-made antiques are a sort of balm that keep her connected with this lost sensibility. I, on the other hand, am curious about the history, mythology and stories associated with these objects. So we’ve spent a fair bit of time over the past few years discovering real pearls in various cities and small towns in South India and through our friends who coincidentally are collectors of esoteric items such as fossils, rare books, African tribal ritualistic objects, certain species of live fish, and so on. Phantom Hands evolved and took shape as a culmination of all these experiences. We realized that we couldn’t possibly buy and possess all the objects we admire and therefore hit upon the idea of Phantom Hands as a means of staying involved and engaging with these objects over a continued period of time. We launched Phantom Hands in May 2013. What does it take to make a success of something like Phantom Hands? PH: Apart from our interest in antiques and relationships with dealers and collectors, there are several factors that came together to help us create Phantom Hands. For instance, Aparna’s art practice has a studio and warehouse with people trained in handling and packing fragile objects. To us packing is a highly specialized skill and we use computer generated images at times to design the right packaging for fragile www.poolmagazine.in 59

antiques

Medicine Chest Officres Campaign Lounge Chair

objects. Thus, we are able to send very fragile glass objects by road to Mumbai or Delhi without any damage to the object. Also, Aparna works with her hands and with a variety of materials and fabrication processes (handmade and industrial) and brings this expertise to any restoration and refurbishment required. I have been closely involved with internet/tech startups for years and understand the process of creating a website, digital marketing, logistics, sales, etc. Thus, the website was built, maintained and updated by us with minimal help from outside. We also have in-house photography skills, which are an asset.

Mecca Bed Warmer 60â&#x20AC;&#x192; POOLâ&#x20AC;&#x201A;#43

What fascinates you about antiques? PH: When we are in the presence of a beautiful antique or vintage collectible,

antiques the craftsmanship, pride and attention to detail become obvious, and a certain kind of real energy fills the space around it. To us that’s a very palpable feeling. We also feel a subconscious comfort around old/ used things. Contemporary furniture feels more pristine and unfamiliar in a way, so we tend to feel less relaxed around it. This is not to say that we genuinely like all antique objects. We like an esthetic that is less ornate and where the simplicity, lines, proportions and logic of construction stand out. What is really interesting to us is that many antiques have this simplicity and minimalism, qualities that are not usually associated with antiques. Therefore the antiques we offer fit in with our contemporary lives without having an air of oldness or anachronism in its look and feel. Then there are the fascinating stories associated with these objects. For example, an Islamic style oil can with an inscription mentioning that it was gifted to a Hanuman temple in the 18th century, or an English World War II campaign cot that made its way to Bangalore along with a soldier - these objects take on a new meaning when you learn about their origins or about people who used them. Therefore antiques hold a part of history, which is largely undocumented and undervalued. Many stories and discoveries can be extrapolated from these objects. We like the idea that the homes of each of these objects become custodians of this history. How do you acquire your collectibles? PH: Over the years, we have made some great friendships with serious collectors, dealers and antique experts, especially in South India and Gujarat. We are

constantly in touch with them and now that we have started Phantom Hands, they let us know as soon as they come across an interesting or unique object. We only select objects that we like and find beautiful and interesting. We don’t really focus on a specific era. We also continue with our ‘treasure hunts’ and often find beautiful objects in the unlikeliest of places - an old printing press, a precision machining factory or through the grapevine. Of course, we then go through the process of determining authenticity and provenance from experts and proceed with restoration if needed. We also don’t like the overt sense of nostalgia, or living in an earlier time that is usually associated with antiques. Some objects in the collection date back to the 19th century, others are very much products of mid-20th century modernity. At the end of the day, we don’t have a checklist to seek out things we like. We just pick what we connect with and then later rationalize why we like it. How has the response been so far? PH: The response and interest we’ve had from a diverse set of people has been very encouraging. There are those who are not necessarily antique collectors, but whose interest has been piqued. Since furniture is most commonly associated with antiques, the collectables in Phantom Hands are an eye-opener to them. Then there are serious collectors of highly specific artifacts who are very aware of the objects listed, and know the value and rareness of some of the things we have. Interest in antiques and collectibles is growing amongst a wider base of people in India. We find younger people are becoming collectors of specific antiques www.poolmagazine.in 61

antiques lessons to be learnt about craftsmanship, style, materials used, etc. Having said that, we have not set out to be moralistic or indoctrinate anyone into the world of antiques; we are just having fun and putting it out there.

GE Black Fan

such as lighting pieces or ceramic ware. The appeal of antique furniture is also growing and we get enquiries from small towns as well as big cities, from a diverse cross section of people.

Well made, high quality furniture and artifacts of today will become the antiquities of tomorrow. It is important to keep the ball rolling; the hope is that quality of craftsmanship, material, utility and esthetic continues to match or rather outdo the quality of antiques, given the access to information, machinery and production techniques available today. Unfortunately, as a culture, we seem to have gone the other way. Unless there is an artificial environment of strict quality control, it is very rare to find a good craftsman, electrician, designer, carpenter - something we could take for granted a few decades ago. curator@phantomhands.in

With travel and international exposure becoming widespread, we are seeing collectors in India going beyond just Indian antiques and getting interested in say, vintage English leather bags or Afghan carpets. Weâ&#x20AC;&#x2122;re also trying to create awareness and interest in different categories of antiques. Do you believe antiques are losing their significance in these modern times? PH: From a historical point of view, very often the significance of antiques is overlooked, very much like our natural and manmade historical monuments. Antiques are important not just from a mere sense of nostalgia for the past, but because there are very important 62â&#x20AC;&#x192; POOLâ&#x20AC;&#x201A;#43

Bhuta Mask

T S E R A H BUC

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designer on the road

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On to Bucharest, the first city of my fourth and final route. I was welcomed by a beautiful field full of sunflowers! Unlike Asia and Latin America, I found communicating less of a problem here - almost everybody knows enough English to have simple daily conversations. Food also was not a problem; in Eastern Europe the food is quite similar to Turkish food. I found many influences from Turkish culture since the Ottoman Empire stretched to this region for a while in history. The first things to strike me were the super sexy girls, street dogs and cars! The car population is more than the human population here, and finding a place to park is a big deal. The street dogs look much more intelligent than in any other country - they wait for the green light when crossing the streets, and look like they are always sure about that they are doing or where they are going! The architecture is amazing here. I felt like an actor in an old movie set, or like I had traveled back into history. I worked at Think Digital, a PR and digital advertising agency. Interestingly, I was the only designer there! Most of their business is selling advertising and media planning for brands. When they need something to be designed they outsource the work to freelancers. My first meeting with my boss was quite interesting. We met at his place for a beer, and to discuss what projects I would be doing in the next two weeks. He kept telling me about projects that needed things to be designed, and I wondered how it was possible to do all that in just two weeks. To my mind, only one of them would take two weeks to do! However I eventually managed to complete most of the projects he told me about that first night, including two logo projects for different fashion brands, two different festival identities and posters, a print ad for the agency, an info-graphic about how the agency worked, and one logo for a blog.

Despite all the work, I had time to make some random notes about the city. Where local beers are concerned opt for Silva over Ursus. Laundry service is expensive compared to the other countries around the world. Old apartments are cool and not so expensive to rent – largely because they have many problems and need a lot of fixing! Most of them will not stand up to an earthquake, so rent at your own risk! Smoking indoors is allowed. Waitresses, taxi drivers, cashiers, and anyone in the service industry hate what they are doing, and they are often not polite. Taxi drivers don’t take you on short distances and they always ask for a tip. We all know that in this material world, money talks, but in Romania it’s a bit more hardcore. For example, you have to pay for ketchup and mayonnaise in restaurants - even in McDonald’s. At a fancy restaurant you order a meat dish from the main course menu, and discover that it comes with nothing else - no fries, no rice, not even bread is included. You have to pay extra. You have to pay for a bag to carry your purchases in the market. NOTHING is free here. That’s it, fellow travelers. More from Berlin next month. www.poolmagazine.in 63

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