By Krish Kapoor Not only, but also by Tanish Malji
Thesis Statement:
Not only, but also, a creative compilation of dynamic projects done at Pavitra Rajaram Design. This thesis shows explorations of art, colour, material, spaces, paint and pattern for luxury and lifestyle design.
For my thesis, I worked with Pavitra Rajaram Design (PRD)
for 4 months. Pavitra Rajaram is the lead designer of Good Earth, a well renowned luxury lifestyle brand. Her work has made her be in the group of AD100 Designers. At PRD, I worked on a variety
of projects across multiple mediums right from product development for a museum
store to food styling and shop window display for Asian Paints. Moving onto curating, designing products, developing prints for Good Earth and event styling
for Sanctuary Asia. Appreciation of Natural elements, pride in heritage possessions and the intricacy of ancient textiles are an inspiration at PRD. The range of interior spaces, graphics and brand strategies for multiple products makes me aware of the grace in their design thinking and execution. For Sarmaya; a digital museum, I was grateful to have an opportunity to ideate products for the museum store, interact with highly skilled artisans, which made me aware about several indigenous art forms of India; one of which is Tholu Bommalata.
Understanding palette trends, conducting a research on the forecasted colour trends
and styling food based on the colour stories to create an experience for guests at Asian Paints, ColourNext 2019 was a learning experience. Event styling, graphics and visuals, presentations, merchandising, curating gift hampers for Sanctuary Asia Benefit Gala, Art Auction was a platform that tested me for my responsibilities in a team. Having studied Product Design, I got to explore a new genre related to the fashion industry; making mood boards, cushion designs, embroideries and even patterns for apparel line for Good Earths annual collection was a pleasant experience. There were other miscellaneous projects that I was a part of like branding for a pottery show, designing ceiling lights and illustrating mood boards for various interior projects.
Under the mentorship of Pavitra Rajaram, I have gained hands on industry experience and have been able to execute projects from scratch, starting from sourcing materials to interacting with artisans and even handling accounts. A holistic experience and well integrated learning.
