auto expo 2014 all classes of society and from various age groups. This is a place to see what attracts them, what catches their eye, where do they stop, and what enquiries they make. As expected, Bollywood music and celebrities are a huge attraction for young people. Bajaj Auto Turns To Art The Bajaj Auto Expo pavilion was inspired by the natural art style of a celebrated Australian artist, Christopher Hogan. It featured five cars hand painted by the artist, along with newly launched models of Pulsar, Discover, and a new 4 wheeler concept called ‘U Car’. I had met Christopher and his wife Beres on their first visit to India. Christopher conducted fascinating workshops at Bajaj, encouraging employees to create paintings in his vibrant style. Many of them were painting for the first time! Some of these have been used as backdrops for the pavilion; others are displayed at the Bajaj offices. We were told that Christopher would be hand painting RE60s for display at the Auto Expo; we thought it was a good idea to place them in an ambience of art created by Bajaj employees. The paintings made a stunning environment for those stunning vehicles! The idea behind the simple but colorful pavilion was to bring the joy of art to every person, just the way Bajaj vehicles bring technology to everyday use. Art makes this emotional connect with people that technology rarely does. We had initial meetings about the Auto Expo with the client more than a year back. We went down to NOIDA to decide on a location for the pavilion; based on our approximate area and other requirements, the organizers gave us the
choice of a few halls. We chose one and started conceptualizing on that, based on the client’s brief on the products that would be displayed. Most products were not ready at that time but we had a detailed idea of whether the products would be open for people to touch or not, and what we wanted to highlight. We had an idea of which companies would occupy the neighboring spaces. In a way we sort of knew how the crowd would flow, and what the noise levels would be in that space. Fortunately, Bajaj has had a very consistent and clear brief for such shows. The product focus is not to be taken away by anything...definitely not by ‘Design’. Triumph Motorcycles Revs It Up Triumph Motorcycles made a triumphant entry into the Auto Expo with NDTV Car & Bike Show awarding its pavilion ‘Best Brand Entry: Two Wheeler in India’ for stall concept, POP concept, customer interactions opportunity, customer entertainment and brand visibility. A new entrant in the Indian market, Triumph Motorcycles was keen to launch with the new brand, ‘Triumph: for the ride’. We had seen their huge stall in Milan; we had a much smaller space than that at Auto Expo but the plan was to exhibit all the bikes in more or less same way as in Milan. We improved the design a bit, added a new flooring color, scaled the displays slightly, and decided to use augmented reality visuals. We didn’t have to do much. Triumph bikes attracted a lot of crowd; it was easily the most visited stall there! www.indidesign.in www.poolmagazine.in 3