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ELEMENTAL SHIFT BY STUDIO MODA INDIA
Visual Identity, Environmental Graphics, Digital Design & Strategy, Animation, Sound Design, Photography & Art Direction
Agency: The Space at 9/2
For this project, visual identity system, on-site graphics were developed with the team at The Space at 9/2— a unique exhibit by Studio Moda India that opened its doors to the public in April 2021 in Kolkata.
Video Credit: Shreya Nemani
Generative Art for the Exhibit
Studio Moda India experimented with sheetal patti (material most popularly used to make mats) to create unwearable garment pieces that begin a conversation about the future of fashion and what it truly represents.
It was crucial to keep the visual identity simple & distinct and bring in the element of "future" - something that is suggestive of a shift or a way forward.
Process Video for Visual Identity
The identity developed is heavily influenced by the geometricity of the craft and Studio Moda India's process itself that comprised of newspaper cutouts of body forms, sheetal patti pattern making and process.
Patterns derived from Studio Moda India's pieces for communications
PHOTOGRAPHY & ART DIRECTION
It was important to integrate the body forms in the visual identity to consciously and subconsciously make people aware of what to expect at the exhibit.
EXPERIMENTS WITH AUDIO
The sounds of cutting, weaving, stitching of Sheetal Patti were mixed - to be played at the exhibit.
Sounds of Sheetal Patti
00:00 / 00:31
Audio Mixdown
00:00 / 02:05
FEATURE ON THE DAILY GUARDIAN—
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