INTERNSHIP REPORT + The Jhadoo Museum (Setting up the museum) + ModUAL : Open Futures (International Workshop) + Junescape (Retail Design) Volume 1
STUDENT : Sushmita Rai (UG17105) PROGRAMME: Bachelors of Arts (Hons) GUIDE: Snehanshu Mukherjee
2020 Interior Architecture and Design (IAD)
INDIAN INSTITUTE OF ART AND DESIGN
The Jhadoo Museum
Jhadoo Museum was a start-up project exploring material, form, stories and narratives around Jhadoo. The consisted of Saumya Pandey, Indrajeet De, Vinod Kumar, Gayatri and my fellow intern was Aishwarya and Anjali. I explored setting up a museum in an organizational way, finding ways to create the plan of actions, the mission, vision, goals, ambition and social media stories. I felt a little overwhelmed at times because it was my first time doing a work of this sort but I enjoyed the process. I learned and failed at times, but I reflect it was an amazing journey.
Reading - The book of Tea by Kakuzo Okakura
The cup of humanity:
The schools of Tea
Tea began as a medicine and grew as a beverage
Tea is a work of art and needs a master hand to bring out its noblest qualities
Teaism| Purity – Harmony – mystery of mutual charity – Worship of the imperfect – Hygiene – enforcing cleanliness – comfort – moral geometry – sense of proportion of universe
No recipe for a perfect tea.
“Man with no tea” : Insusceptible to seriocomic interests of personal drama
It’s a special affinity with water and heat
“With too much tea” : The one who doesn’t bother about the mundane tragedy – mostly with emancipate or freed emotions.
“For life is an expression, our unconscious actions the constant betrayal of our innermost thought.
History:
Taoists claimed this as an important ingredient of the elixir of immortality | Buddhists used it extensively to prevent drowsiness during their long hours of meditation.
!6th century end – Holland brought news that a special drink was being made in the East from the leaves of a bush. Tea in: France – 1636 | Russia 1638 | England 1650 Chineans call it Tcha Other nations – Tay/Tee
Each preparation of the leaves has its own individuality.
Tea began to be not a poetic past time but one of the methods of self realization. Teaism was Taoism in disguise TAOISM : Taoism is both a [philosophy](https://www. ancient.eu/philosophy/) and a religion. It emphasizes doing what is natural and "going with the flow" in accordance with the Tao (or Dao), a cosmic force which flows through all things and binds and releases them.
Taoism and Zennism Ideas regarding life and art which are so embodied with what is called teaism Tao literally means a path. Taoism – art of being in the world Zen- derived from the sanscrit name Dhyana The Tea Room Architecture of a Tea room called Sukiya Sukiya is a cottage/ a straw hut. “ABODE” refers to residence The tea house was considered to be an abode of Vacancy, Unsymmetry and Fancy. Senno- Soyenki also called as sen no rikyu Earlier the tea room was partitioned off the drawing room called the Kakoi (enclosure) Designed to accommodate not more than 5 people Anteroom(midsuya) tea utensils are washed. House is recognized as temporary refuge of the body The simplicity of a tea room and its freedom from vulgarity make it truly a sanctuary from the vexations(frustrations) of the outer world.
Art Appreciation Harp and Tea : At the magical touch of the beautiful, the secret chords of our being are awakened, we vibrate and thrill the response to the call Sympathetic communion of minds necessary for art appreciation. It is because of the secret understanding between the master and ourselves that in a poetry or romance we suffer and rejoice with the protagonists The tea masters guarded their treasures with religious secrecy. Teaism and art Art is of value only to the extent that it speaks to us. It might be universal language only if we ourselves were universal in our sympathies.
Flowers In the trembling grey of a spring dawn, when the birds were whispering mysterious cadence among the trees, have you not felt that they were talking to their mates about the flower? Tea and mannerisms Art of Flower arrangement and Teaism simultaneously spreading over the 15th century. Ikebana is the Japanese art of flower arrangement. It is more than simply putting flowers in a container. It is a disciplined art form in which the arrangement is a living thing where nature and humanity are brought together. It is steeped in the philosophy of developing closeness with nature. For Teaism is the art of concealing beauty that you may discover it, of suggesting what you dare not reveal. The whole ideal of Teaism is a result of this Zen conception of greatness in the smallest incidents of life.The ideals of Teaism have since the sixteenth century influenced our architecture to such degree that the ordinary Japanese interior of the present day, on account of the extreme simplicity and chasteness of its scheme of decoration, appears to foreigners almost barren.
Tea Masters In art, the present is eternal, the tea masters held that real appreciation of art is only possible to those who make of it a living influence. The tea ceremony represents purity, tranquillity, respect and harmony and a lot of preparation goes into this important event Death. Although Riky had been one of Hideyoshi's closest confidants, because of crucial differences of opinion and because he was too independent, Hideyoshi ordered him to commit ritual suicide.
Understanding the Museum 1) What sort of service and experience do visitors receive at your museum? Are their expectations exceeded? 2) What do you need to do to attract new visitors or various types (e.g. scholars and researchers,families with children,organised groups from schools and colleges ? 3) Does the museum recognise different needs of its visitors? 4) How should complaints be dealt with? 5) Information about events/crowdsourcing stories: What information, to whom and how is it presented? Who provides the information, how often? Observations 1) Museums offer “safe” and aesthetic environments for people to meet and chat, since we are a virtual museum, how do we make people interact and take part in conversation. 2) We need to make an arrangements for considering complaints, and draft written guidelines for the future.
Understanding of the object of interest
Phase Vise Focus for the Museum
Framing the Aims, Objective, Vision, Mission and Values UNDERSTANDING TERMS
Concept Note : A concept note is a summary of a proposal containing a brief description of the idea of the project and the objectives to be pursued
Mission statement is used by a company to explain, in simple and concise terms, its purpose(s) for being. The statement is generally short, either a single sentence or a short paragraph.
Vision statement is a declaration of an organization’s objectives, intended to guide its internal decision-making. A vision statement is not limited to business organizations and may also be used by non-profit or governmental entities. A vision statement is sometimes called a picture of your company in the future but it’s so much more than that.
Bound by time frame
1.What is the idea behind the museum? Celebrating the mundane: Common man’s mundaneUnderstanding the unnoticed objects around us and realizing the importance of this Understanding how communities become an integral part of the practice of making the tool Communicating terms: folk, culture, tradition etc.. object in our day to day life. Values that Jhadoo brings in our lives in how we almost ignore it and how this small object has a certain aesthetic that is never seen with importance. the fundamental act to make the common man own up the fundamental act of cleaning.
Identify the parameters on which the museum throws light into. What are the parameters on which the idea of the Museum is considered (Awareness on common man’s practice) To document --- districts in india---by---Museum as a primary part of communication/narration Preserve information for the next generation. Memory of information is thin, because the observation is weak. Incorporating the idea of target audience Idea of ‘Jhadoo’ Re-connecting people with the act of cleansing in everyday life through the research and documentation of jhadoos in India What are the stories about? The jhadoo is the medium of telling stories People-which people? Stories of self reliance Sustainable practices Sanitation and hygiene Discrimination of communities
Aims are statements of intent. They are usually written in broad terms. They set out what you hope to achieve at the end of the project. 1.To ignite a curiosity and acknowledge for a common man’s tool 2. Discovering and Understanding the people(common man) people in their context of ……… 4. To tell stories of past, present and predict future … 5. Connecting ...Jhadoo as a medium that connects 6. Create the largest (how large) collection of stories about jhadoo in 2 years?? Objectives Founded in 2019, TJM is the the largest collection of Jhadoos from India dedicated to To conserve traditional skills of making and indigeneous wisdom across India To make the information accessible to… To research on communities associated in making and act of cleaning in both rural and urban spaces. Educate and promote practices around the act of cleaning to a diverse audience To promote…...to a diverse audience
Framing the Aims, Objective, Vision, Mission and Values For The Jhadoo Museum
Mission statement The Jhadoo Museum 2019 is a Pan India with state wise chapters, crowd sourced (and contributed) accessible-to-all, open source digital platform. It is of the common man and by the common man. Celebrating the mundane in everyday life. Vision Statement The Jhadoo Museum celebrates the common man of India and his quintessential tool for sweeping. More than the physicality of the tool, the museum focuses on the fundamental act of cleaning and keeping the surroundings clean. Surroundings and the act of cleaning, both the concepts, can have varied interpretations. The museum draws attention to the ever-changing social canvas through detailed observations of how people make the act of cleaning intrinsic to their everyday life in the social setting, rural and urban India alike. The idea is to view the ‘act of cleaning’ as the verb form because material culture is best understood in the usage of the object and how man adopts it as a tool. In its mere existence the jhadoo represents interconnected reflections about lifestyle, people and communities, their spaces, agricultural practices, routine, myths and beliefs, gender definitions, folk wisdom and local traditions. The jhadoo musuem would like to include the young generation in the discovery of finding dirt and impurities, focus on the importance of cleaning through immersive performances, workshops and exhibitions while documenting the making and the using of the Jhadoo! Objectives To develop and educate pupils' thoughts progressively through 'Jhadoo' as a common man's tool with substantial values. To celebrate the mundane practices and understand the ever-changing social canvas through detailed observations of how people make the act of cleaning intrinsic to their everyday life in the social setting, rural and urban India alike. To discover and conserve craft associated to communities engaged in this practice. To provide an environment that enhances the 'act of cleansing' and hygiene. To document the diverse essence of craft related to Jhadoo making and
Aims Representing interconnected reflections around Jhadoo Understanding the material culture in the usage of the object and how man adopts it as a tool. Discover and explore on the idea of 'being clean' and 'the act of cleansing' Explore the lives of the folks and communities associated with the practice of making and selling Touch points:_ Why is broom important for education? What are sustainable practices around jhadoo? Sanitation and hygiene associated to jhadoo? Craftsmanship of making the jhadoo
Concept for the Museum A space that narrates the stories of people involved in making as well as using jhadoo in their day to day lives. It aims to imagine ways to bring Jhadoo alive for visitors across the world. TJM will take you through different parts of the Indian land space and showcase the different tools involved in making jhadoo. (5th July, Improvised) TJM is a space that shed lights onJhadoo and the act of cleansing. It aims to narrate stories that revolve around this humble object jhadoo and make the viewer experience the lives of all the people who are involved in making and using jhadoo. We are collecting stories of jhadoo from across the country and bringing it to you. (5th July, Second Improvization) TJM is a space that focuses on the way jhadoo is made and the craft associated with it. We are shedding light on it’s material culture, the craft process, regional context, way it is made, used, stored. This museum is a collection of stories of jhadoo from across the country. This aim can be achieved by curating jhadoo in the following ways:1. Noticing the architectural context in which the jhadoo is kept and using a similar language to display the object. 2. Focusing on creating a multi-sensorial journey by adding sound and light to the narratives. 3. Mimicking the journey of a real museum into a Virtual space Entering the museum ---> Welcome Zone ( the visitor can be facilitated with a map) ---> Explore stories according to one’s preference (eg. From past to present, from state to state, from material to material, from maker to maker, from profession to profession to profession, from caste to caste, from gender to gender, from form to form, etc. ) ---> Amphitheater/AV Space stories can use the medium of AV to engage the senses ---> Museum store; the museum store can be an opportunity for TJM initiative to make real-life impacts, in case we get the chance to build a network of artisans, we can connect the jhadoo maker to a new online platform that will be accessible around the globe.
Spatial Visualization for the Museum Direction for space visualization:Simple and Regional Easy navigation from one zone to the other Interactive and engaging. What are possible with a Virtual Museum? 1. Anybody and everybody can visit the museum. 2. Curating information can become efficient. For example in the National Museum of India, there is a section for Ancient jewelry and it has various rare pieces of jewelry from Harapan civilization. And the museum also has another display in another room for the artifacts from the Harapan civilization. So this physical museum doesn’t allow a single object(story) to be at two different rooms, whereas a virtual museum can allow us to do so.
Spatial Visualization for the Museum There can be an interactive section in our museum platform that is designed for kids. They get options of jhadoos and they are given options of cleaning space (eg. Outdoor/ Indoor for ( Coconut Jhadoo / Phul Jhadoo)
Text can be the the written information about the object, Since this idea is inspired from Tamil Nadu the floor resembles to that of an traditional Kolam design. The space around can be designed in a manner that it talks about the origin f the broom, in this case the
This visual is trying to create a feeling of cold. This is the broom from Himachal Pradesh locally called 'Tolada'. The mountains are drawn in the background to remind us of the Himalayan range.
AV Room for visitors to enjoy screenings individually or with their friends.
The lines created by the jhadoo on the floor has interesting patterns, these patters can be celebrated on the floor by playing with the placement of jhadoo. This way we can also look at ways jhadoo is stored and used while cleaning. We can take impressions of the lines that jhadoo creates and use them to display with meaningful compositions.
The interiors for the museum We can take inspiration from the regional homes and use the visual language to create the space. The way the walls are decorated. The way the space is used, the way the jhadoo is used in a certain home and the ways it is stored. At some places people collect leaves and make jhadoo in their homes, this process of making jhadoo ca be curated in a way that the jhadoo and its craft of making it can be shown in the space where it is done.
Museums for children Museum spaces and experiences for children – ambiguity and uncertainty in defining the space, the child and the experience Museum designers, curators and educators have traditionally emphasized children as a group of learners but children are also experiencers and players. Exploring frameworks of understanding, based on packaging and person matter intra-actions of new materialism, leads me to propose the development of an imaginative alternative to the learning rhetoric. An alternative lies in thinking collectively about children’s and adult’s museum experiences, offering: a rarely considered presentation of adults and young children as alike and a much-needed unpackaging of the adult–child binary. In proposing a challenge to the generalizability of children’s museum experience, an emphasis is placed on ambiguity and openness of experience. I suggest that matter is acknowledged as agential for children, as for adults and children may more freely be understood as humans entangled with the nonhuman and with each other.
ModUAL Workshop
Introduction to the workshop :British council partnered for Modual University of the Arts London’s collaborative online workshop. This year the workshop was also open to anyone interested in studying design or starting a career in design. Students, graduates, and the curious-minded from around the world were welcomed to collaborate and develop creative initiatives that could address humanity’s needs at this unique moment in history. Over two weeks participants were asked to imagine, develop and pitch creative projects for positive change, focussing on the climate emergency and a post-COVID world. In the process we would develop new skill-set through direct experience of the creative process and have a lot of fun along the way. Mentorship for projects came from UAL staff as well as partners. Final projects were unveiled in a pitch event to academia, investors and the general public. Participants were expected to bring passion, commitment and some experience of working creatively, but advanced digital skills were not a prerequisite. Possession of a laptop or tablet was desirable: a good internet connection even more so. The workshop took place from 10am - 5pm BST every weekday from 13th - 24th July 2020. Attendance of all sessions were compulsory.
Intention 1: To discover and develop innovative projects that make the world a better place. Some of the topics that were talked about under the first intention were • Climate Emergency • Racism • Sexism • LGBTQ+ discriminationW • Mental health • Homelessness • Poverty and Hunger • War Some more emphasis on conversations like Black Lives Matter, Extinction of species, metoo, the pandemic, Technology and digital shift, Climate Emergency, The New World, etc.
Intention 2: To further empower us as creative practisioners.
Cross Disciplinary Collaboration Source - ModUAL’s Presentation
Agile Practice The Book SPRINT was recommended to us.
A list of books were mentioned to all the participants in the acceptance mail and these were some of the books that I could mange to read. And Abby (a Staff member from ModUAL) encouraged us to discuss our reflections upon the readings.
Expert for the Day:Ali Rowe from Extinction Rebellion Extinction Rebellion is a decentralised network using non-violent direct action and civil disobedience to make governments act on Climate and Ecological Emergency.
She started her talk with “THIS IS AN EMERGENCY.” said her first slide and she continued saying Life on Earth is in crisis. Our climate is changing faster than scientists predicted and the states are high. Biodiversity loss, crop failure, social and ecological collapse, Mass extinction. We are running out of time, and our governments have failed to act. Extinction Rebellion was formed to fix this. We have a moral duty to take action - whatever our politics. They have managed to engage 64 Countries, 1123 groups, and 261 Upcoming events. How design makes a difference in protesting? Design does make a massive difference in the way people perceive the information and can help create action toolkit. Talking about telling the truth Ali mentioned about taking the urban landscape and using as a backdrop that can act as a stage and create an amazing juxtaposition. And what really allows ones to do that if they pay attention to opportunities in their surrounding. A screenshot from Extiction Rebellion’s Twitter Source- Twitter
Ali Rowe spoke about PROTESTING, a space to create positive change.
One of the things that coronavirus has made us think about our spaces and how can we make them more adaptable, flexible, and work with the resources that are available, moreover chance is the only constant and we have to change with them and that is where creativity plays an important role. Another really important learning that we can take away from the pandemic is the importance of communication. It was really important for the people who were on the frontlines to know about the active cases and act accordingly, to do the contact tracing as fast as possible and a good system of communication becomes handy. We also have paid more attention to our gear, the objects that have helped protect us. Moving forward Ali also spoke about the power of social media in relation to protesting in order to save the planet. She said having images was really important for extinction rebellion. It took place in different places around the world. She emphasized on the fact that Climate change is also a Women’s issue because it will affect 80% will be more harshly affected. There were solidarity actions taking place in Columbia, Spain, Turkey, Gambia, Pakistan, Uganda, Nigeria, Belgium, Israel, United Kingdom, Philipines, Switzerland, and Argentina. There were many people who had issues with the way the body was being used but the women who took part in the protest were pleased to use their own bodies as a way to protest for the planet.
Lobbying, Lawyers and costumes... This was another project where almost 30 people used costumes to raise content. It was watched by people overseas as well. Crime scene Investigations In this particular protest, a crime scene was created in front of a building and it was a short act and got a lot of coverage. It’s all about the packaging was another project that took the idea to communicate with the masses. There was a project that was proposed at that time and this project had the potential to create destruction at a massive scale. So they designed a packaging design. At the last Ali spoke about Set Design, They designed a house that was 3/4th inside the water and only 1/4th outside the water floating on the surface. And this entire imagery created a very disturbing sight for the public who view it. But that is what Extinction Rebellion wanted people to feel. They wanted people to stop and watch the house that was almost sunk and that could be the future for most of the people watching if real steps were not taken asap. Ali also praised the projection technology and appreciating the medium is that it can be created in a way that is extremely mobile. This a way to use buildings as a canvas to spread the desired message. This medium has its own limitations such as it can only be done in the dark and it requires a fairly complex setup to build it.
After Ali’s talk, we went back to our mentors and reflected on the conversation and told what intrigued us. There were some key points about the workshop that were explained by Fred at the end of the day. They told us that there was no Bried created by the workshop, we were free to create our own, Flat hierarchy, to ask questions, Sketch, have fun and there were no Territories.
A design approach model was introduced, this helped us see our design ideas in context to its presence. We were free to explore futuristic ides if we wanted to. I personally was keen on making something in the digital and Future, Speculative. And the reason being I could pitch it at the launch event and get interested people to help me make it into a real very quickly.
Some hand gesture etiquettes were established for the coming days a new slack channel was formed for all the questions.
Activity- Structural/Generative exercise We were paired with a fellow participant and asked to have a conversation about our processes. We took turns and spoke about our structural and generative processes.
We were paired with a fellow participant and asked to have a conversation about our processes. We took turns and spoke about our structural and generative processes. This exercise also helped me improve my listening skills and filtering the information and making crisp notes. “We won’t be motivated to change the world if doing so threatened to be a dreary obligation. If we can find ways to do it that overlap with things we most enjoy in life, we’re more likely to sticks at it.”
The day ended with a Peecha Kucha session and followed by a feedback session.
One the start of 2nd day we were assigned a color and that color would represent our group for the next few days. I was given the color blue and later after the talk, I met my team and brainstormed ideas and voted on some creative ideas that the majority wanted to work on.
A screenshot of my Miro board with ideas for the first round of voting.
After the first round of voting, Blast Theory came and spoke to us about their work.
Blast Theory creates interactive art to explore social and political questions, placing audience members at the centre of our work. Led by Matt Adams, Ju Row Farr and Nick Tandavanitj, the group creates interactive art drawing on popular culture, performance, technology and games, the work often blurs the boundaries between the real and the fictional. In virtual and physical spaces from pubs, canals and abandoned warehouses to libraries, museums and apps – we go to unexpected places to make our work accessible to everyone.
The talk was taker by Matt who was one of the three founders at Blast Theory. They work around the idea of interaction. He shared his experience of being the first Artist Resident at the World Health Organization at the headquarters at Geneva. He spoke about the SHOC Room and its role in the organization. Half a million signals are being received by them and their methods of visualization. The project that Blast Theory was invited to work on was the SARS outbreak and create an artwork. He then shared the story of how the virus spread across and the hotel room that was the first reported location of the outbreak. The super spreading event of the spread of the virus. They found all the floor plans and created the 3d models of the metropolitan hotel and how the infection spread from one room to the other. Model of the Hotel
On the 3rd day, we grouped the ideas that were similar and ranked them according to our preferences.
More grouping and combining ideas took place and then we were introduced to a new model to judge our decisions. We were asked to keep this model in mind and vote accordingly. It made me think about how a simple graph could help me understand where I am in terms of imagining my project. After the talk from our mentors, we had a small book reading session from the book Make space.
Some pages that I found the most relatable and intresting in this paticular book
After the talk from our mentors, we had a small book reading session from the book Make space.After the book session, the results of the voting session were out. Ideas that had 1 or no votes were taken out. We were then asked to select a project that was existing for us but not pitched by us. I selected a project about Women safety in urban areas and created a quick mood board.
Day 4 started with another activity to engage us in active listening.
I was introduced to the concept of Minimal Viable Product. The idea is to use lest amount of effort if there is a time constrain and showcase the idea effectively without maximum details.
The simple pyramid to explain the relation between Product, Strategy, and Vission.
I now got to work on the idea that I pitched and selected to work on. I didn’t want to claim the idea rather wanted to understand why others in the group wanted to work in a similar direction.
A mind Map that I did for the concept
First Draft of the Pitch Our : Universal, open-source, digital toolkit, "Defence against Defensive Helps: Homeless people and their allies Who want to: Raise public awareness of where public spaces around the world are currently hostile for rough sleepers in their design and architecture By: Providing tools and resources to empower citizens from any culture to intervene, and challenge those responsible for funding and developing defensive architecture, And: Making visible the invisible consequences of defensive architecture, improving people's awareness of potential harms of defensive architecture in their specific community settings and by enabling citizens to generate controversial, thought-provoking, awareness-raising photo opportunities and provide awareness raising content for their social media networks ModUAL gave use a framework to formulate our pitch statement.
Unlike ?????? just accepting the current Designs against humanity we can see around the world ???
VISION FOR THE PROJECT We are Defense Against Defensive and we would like the world to be ........... Sushmita (Me) - We can design a bench with a roof and make the design an open source. So that people who are keen on helping the homeless people in their locality and make it and help as much as possible. It can also be a platform where people upload their solutions for providing shelters for homeless people. Abby (teamate) - to empower homeless to take up space and to reclaim interventions that are made to deter them to connect those with and without homes and to communicate that we are one society- a level playing field possibly through a universal defence toolkit Eilidh (teamate)- To raise awareness about how unethical defensive architecture is to challenge the publics idea of who the homeless and what their experiences are to create ‘neutral ground’ physically and socially in the form of physical interventions and public education in order to make public space fair and available to everyone. Holly (teamate) - Highlighting defensive architecture throughout the cityscape through a series of design interventions in order to equip both the homeless and everyday citizen to challenge property developers/government, those funding defensive architecture, and question the morality of a certain group having the power to ultimately decide where people can and cannot take up space. Highlight defensive architecture, Make the invisible visible.
Eilidh (teamate) - To raise awareness about how unethical defensive architecture is to challenge the publics idea of who the homeless and what their experiences are to create ‘neutral ground’ physically and socially in the form of physical interventions and public education in order to make public space fair and available to everyone. Jay (teamate)- We are (Defensive Architecture???) Defence against Defensive. We see a world where invisible deterrents for rough sleepers are made visible through our actions. We will do this by providing grass roots activists with the means of making the invisible visible as photo op pop up materials models, images, films for proj to feed back into their own social networks globally Sherry (teamate)- Reconsider the boundary between private space and public space. Improving the people’s awareness for potiential harm of defensive architecture In this quickly project, we can focus on putting forward or emphasize a concept, an consciousness or an attitude to public, such as Equal access to public space between those with and without homes, more public space in cities, balance the contradiction between people with and without houses on the use of public space. To do a test in a specific city then popularized to the world. We may do an installaton artwork to make public realize the aggressibeness of hostile architecture for public space. Mari (teamate) - More aware of the issue of defensive architecture and why it is an problem in our society, and how the average member of society can help to raise awareness.
LOGO DESIGN
DD
D
Defence Against Defensive
Defence Against Defensive
Defence
Against
Defensive
STORY BOARD FOR the pitch FILM
Storyboard Iteration 1
Storyboard Iteration 2
Storyboard Iteration 3
Storyboard Iteration 4
POSTER DESIGN
Poster 1
Poster 2
Poster 4
Poster 5
Poster 6
Poster 7
Final Pitch Day.
Junescape Retail Design Project
Understanding the Brand History Of Tea In 1764 Robert Bruce smuggled tea plants from China to India and realized that the china tea did not adapt to the humid climate of Assam where as on the other hand the same china tea was doing well in Darjeeling because of its higher altitude. Later in 1823 Robert heard stories of a small tribe in Assam using a native tea species for making pickle. He then went and investigated the story and found that to be true.
The great Theft :- In the year 1848 Scottish botanist went to china disguised as a merchant and brought tea samples and knowledge of tea manufacturing of green and black tea. Also documented the method of growing tea and along with that he got 80 tea specialist along with him to India. This theft turned out to be a great success for tea plantation in India.
In the 19th century James Finlay played an important role in the Indian Tea Industry and a century later in 1976 Tata and Finlay established Tata Finlay. This partnership opened up new business opportunity. Some years later Finlay divested it shares to the Tata Tea Ltd. Tata Tea emerged as a major player by the company and the introduction of ploy packs and instant tea revolutionized consumer market for tea in India. That's when Amalgamated Plantation emerged and it become an entity from divestment of plantation business of Tata tea in north east India. Amalgamated tea provides a wide range of Organic tea to their customers.
1) Involve and evolve the local community and stakeholders involved by doing a lot of CSR works in the region. 2) It involves a cup of history, it has seen the evolution and commercialization of tea in northeast and ATPL has mastered their tea over the years and is trying to deliver the best flavors in every cup of tea. 3) Focuses a lot on the experience of consuming tea and grows organic tea
Vission, Mission and Values
Location of Tea Estates
of the brand
The Vision To be the most trusted provider of differentiated agricultural product supply solutions.
Upper Assam - Borhat Tea Estate, Nahorkutia Tea Estate, Nahortoli Tea Estate, Achabam Tea Estate, Powai Tea Estate, Chubwa Tea Estate (the first place where tea plantation was successful in India)
The Mission
Jorhat / Golaghat - Lattakoojan Tea Estate, Kakajan Tea Estate, Hathikuli Tea Estate, Teok Tea Estate, Borjan Tea Estate, Bhelaguri Tea Estate, Diffloo Tea Estate
- Building enduring partnerships with customers and suppliers - Driving agricultural productivity with North East India and plantations at the core - Improving the quality of life in the communities where they operate - Creating value for all stakeholders - Being an organization which fosters innovation and empowerment
North Bank - Majuli Tea Estate, Lamabari Tea Estate, Nahorani Tea Estate, Kellyden Tea Estate, Nonoi Tea Estate, Hattigor Tea Estate , Sagmootea Tea Estate
Values at Amalgamated Plantations Pvt. Ltd.
Awards and Recognitions
Amalgamated Plantations Pvt. Ltd.’s relentless pursuit of purity starts at its roots.The values, that drive the company and its way of life. - Fairness and respect - Celebrate successes / Recognise achievements - Reward meritocracy - Promote work-life balance - Close to ground empowerment - Discuss, decide and then support
West Bengal Dooars Estates - Batabari Tea Estate, Damdim Tea Estate, Nowera Nuddy Tea Estate, Rungamuttee Tea Estate
1) Hathikuli Organic was awarded the Most Promising Assam Tea Brand of the year by North - East consumer Awards 2014 2) APPL was awarded special recognition on "Community Impact" by Tata Sustainability group. 3) Most Promising Assam Tea Brand of the year Hathikuli Organic in 2014
Awards and Recognitions 1) Hatikuli Organic Tea- CTC, Green, Green tea bags, CTC tea bags, Green Tulsi tea bag, Green Ginger tea bag, Orthodox India’s largest integrated organic farm-the Hathikuli Tea Estate is situated in the periphery of the Kaziranga National Park. Instead of chemical fertilizers, we use vermi-compost and instead of dangerous pesticides we let nature create its own predators of pests. The fragile ecosystem is well preserved by our Organic Farming – where every care is taken to protect Nature. Hathikuli Tea Estate has the distinction of producing Premium Black CTC, Orthodox and Green Teas Excellent quality of Organic Black Pepper is also produced within the certified organic Plantation. Organic Tea produced in the estate provides not only a fuller and richer taste, but also satisfies the consumers need for a healthy choice for tea,which is in sync with the ever increasing health consciousness of consumers worldwide. It has a gentle haunting aroma which immediately envelops the senses and provides a lasting finish.
2) Hattigor Gold Tea- Gold leaves, Gold Dust, Gold Elaichi Hattigor Gold offers an eclectic tea blend, which represents a connoisseur's choice of strong CTC black tea at a tempting price. We believe in serving our customers with the best quality Kadak Chai straight from our gardens to their homes. Selected from the ideal bush pedigree that is plucked fine and treated gently during the manufacturing process. The freshest of selected teas are picked and packed, capturing its rich aroma and strength , that is beautifully created with care and passion. Please experience an entirely new rejuvenating feeling of garden fresh tea which acts as an elixir. A sip of Hattigor Gold invokes a supreme soothing feeling of an aromatic tea along with strong taste and flavor.
3) Anshi Tea - Silver White Tea Anshi in essence is the proverbial gift of select teas for our discerning patrons. Under the Anshi brand, we have curated packs having rich, flavorful teas from the Dooars valley. Anshi silver tips white tea is made from only the rarest of unopened silver-tipped buds of the Camellia Sinensis plant. Handpicked painstakingly when the dew is still on the buds, this sun-toasted and innovatively processed tea, offers a unique flavor, rich in antioxidants and is one of the healthiest teas available. 4) Majuli Mist Majuli Mist makes for a unique blend of finest high quality spring teas that is grown in the foothills of the mighty Himalayas. Picked and packed with utmost care and passion, this premium blend, made with the freshest tea leaves grown in our gardens, is rich in antioxidant and provides a good source of refreshment throughout the day.
Defining the Core Identity for the
Customer journey in the Ghy store
Functional Personality:
What does the customer wants from the store?
The space in Guwahati needs to Displays all the products Have space for people to talk with the staff for Interact with the elements and discover all aspects of tea Eat cake with some tea
First time shoppers To be greeted and welcomed in the store Have an enriching conversation about tea Experience the aroma, texture and color of tea Discover something new in his/her visit to the store Discover a place inside the store to sit and be present in the store for a little longer Frequent shoppers To be greeted and welcomed in the store Discover their favorite product In the transaction to buying something the customer discovers what the store has on display Sit and eat, while having a chat (with someone if not alone).
Emotional Personality: Welcomming Clean Clutter free Organized Warm Local Sustainable Grounded Caring Potential Colors Pallets Shades of tea liquor Light colors to enhance the object placed on different surfaces. Matte surfaces for easy cleaning Well lit store Earthen colors to establish the connection to nature (Organic)
Narrative behind the store APPL has 20 tea estates in Assam and each tea estate have unique stories around it, we can bring the unique stories in 20 interactive boxes that acts as an link connecting the final products in the store to the origin, the soil where they were plucked from. There are multiple tools used to pluck tea leaves, we can use them in the interior space of our store to strengthen the connection of the store with the people.
Curation in the store
Taking all the ingredients that go into making a perfect cup of tea has a very strong fragrance. The proposed idea is to make the ingredients visible in the store. The approach is almost like a curatorial one.
Existing Store Plan
Existing Store Images
Shelving Iteration 1
Shelving Iteration 2
Shelving Iteration 3
Shelving Iteration 4
Vision Board
Bamboo Furniture Sketch
Bamboo Furniture Sketch
Bamboo Furniture Sketch
Thank you