The Jaquar Brand Experience Studio, Manesar

Water, Dance & Life

Bringing water to life – leading sanitary wear brand creates an abstract space to showcase not its offerings, but what brand stands for. The whole idea of giving water an expression drove the concept of Rasas – different forms that define Indian classical dance. Rasas define the quality of emotions in the dance form and it seemed a perfect platform not only to express Jaquar’s age-old attempt to sculpt water but also the brand’s powerful foundation with strong Indian roots.

Every element and every detail in this experience studio is designed unique to its essence. A unique graphic style is defined, a new typeface is created, high-end technology is used and unconventional structures are created. Here are a few of the unique highlights in the space.

• Interactive floor projections
• Dome structure for image projections.
• Projection mapping on floors.
• Smoke / Fog screens to unveil the founder’s installation.
• Touch screens.
• Short throw projectors
• Structures like waves to walk through
• Enormous suspended cylindrical structures with the brand showcasing of Essco, Jaquar and Artize.
• Seamless wall+ceiling projections (Creating a sky)

Sculpting the zones

The space is disbursed in 12 zones and each zone represents different “Rasa” – Shringar, Hasya, Veeram, Shanta, Bhakti, Adbhut and Shrinker again respectively. Interestingly, different flows of water are depicted in each zone – it goes from subtle to exaggerated to heroic to tranquil and to many forms.

The zones also take the experience from subtle to intricate to intense. Some zones stand out to become immersive experience under water while some showcases the brand’s history while some emerges as surreal space filled with blown glass drops creating a sense of suspended rain.

A space within these experience zones is created where upcoming architects could showcase their cutting edge perspective to the future of design. Projection screens and a theatrical setting create a feel of awe and drama. The space is also planned to portray the future vision of the group.

The moving experiences

The surprises in the journey by transitioning of experiences in each zone would probably be the prime reason the overall experience is exciting and breathtaking. The experiences are diverse, ranging from interactive floors, dramatic reveal of the founders bust, inspiring imagery of the scale of the group, products and processes, the insular brand experiences of Essco, Jaquar, and Artize, the architect's engagement space towards the end of the journey - each defines a fragment of a beautiful revelation of the Jaquar group.

To achieve these various forms, typical partition construction made of plywood and aluminium are fastened to the ceiling and flooring depending upon the desired curves. Further, for domes, special techniques are used to give shape using structures of POP and Gypsum plaster. Different shades of grey have been used in the flooring to distinguish between the zones while walls have been crafted with different materials like vinyl pasting, high gloss, duco paints, mirror walls etc.

Sandeep Shukla, Head Marketing & Communication Global Operations – Jaquar Group

The idea of this Experience Center was to tell the brand’s story in the most ethereal and surreal manner. We have deliberately refrained from any physical product display to engage the visitor at a different plane. The space is hugely inspired from “Rasas”, which are all about emotions and expressions. The space imbibes the inspiration so beautifully that it is able to stand out as a “design” that is hardly available in anywhere else in the globe.

Michael Foley, Founder & Creative Head, Foley Designs

This space breaks the barriers of conventional experiences where the visitor is just a mere audience to an exhibit immersing them with a multi-sensory experience. Weaving all the elements - spatial, interactive, audio-visual content and technology into a seamless timed story telling journey was the biggest challenge. This required creating a very clear timed journey map at the beginning which became a brief for all the stakeholders and also a road map throughout the process till the last milestone of actually converging into a 'programmed journey'.

Concept and Design Partner | Foley Designs

Headquarter Architects | GNA

Project Management Partner | Holtmann

Project Implementation Partner | Kingsmen

Rich Media Partner | Dontbelieveinstyle | Hongkong

Technology Partner | Modernstage | Delhi

Special Mention | TLV Solutions + Blue Mango Films