Space branding for Madhya Pradesh State Lounge in World Economic Forum, Davos 2020
– Design Theme –
MAGNIFICENT MADHYA PRADESH
INDIA’S EMERGING ECONOMIC TIGER
– Visual Treatment –
The space design for Madhya Pradesh State Lounge draws inspiration from Gond Art that is practised by one of the largest tribes in India; this art form celebrates the intimate connection between humans and nature. This art form comprising dots and dashes is special because it conveys a sense of movement to still images. Another striking facet of Gond Art is the use of bright and vivid colour and that is reflected in the very attractive look of the Madhya Pradesh lounge.
We created the font ‘GOND ART TYPEFACE’ for the communication design
STAGE 1: Gond paintings are done by hand which is a time-consuming and laborious process. We collaborated with Gond artist, Mr. Venkat Shyam, to prepare various patterns and hand lettering.
STAGE 2: To make the typeface resolution-independent so that it can be used on any scale, we converted these graphics in vector form by tracing it freehand in the computer. The following is the vector version of the typeface we created in stage one.
– Lounge Exterior –
The Madhya Pradesh Lounge has a façade that combines ethnic character with exotic charm to mark its presence. It gives the lounge a very distinctive and distinguished look as befits India’s emerging economic tiger. We have used Gond art patterns as well as Gond art Typeface to add flavour to the design so that they can reflect the culture and overall theme.
– Lounge Interior –
The Interior wall graphics resonate the essence of Brand Madhya Pradesh which bring out its strengths of Tradition, Tourism, Trade and Technology while highlighting the business and economy of the state.