ColourNext 2024

ColourNext is the annual colour forecast for Indian interiors. Targeting
architects and interior designers through an exhibition, digital and print media,
this exercise has been instrumental in positioning Asian Paints not just as a manufacturer of paints but a market leader and proactive visionary.

Colour of the Year : TERRA

A visual poetry of leaves that encapsulates the many elements of Asian Paints Colour of the Year 2024-Terra, the space alludes to an emotion and experiences that are metaphorical and poetic, an emotion abstractedly rendered in the shedding leaves. A scene of quiet familiarity, a feeling of coming home, of walking on fallen leaves-the sensorial and visceral mood of leaves turning brown and ultimately soil; of becoming the primordial material, inspiring human activity and creativity. The warmth of homecoming, where familiarity grounds us, a sense of completeness, the emotional sanctuary.

Soil:

Soil is unassuming, simple and raw but only sometimes reminds us of its complexity, versatility and beauty as a material.

The story of Soil is abstracted into varied layers of interesting surfaces-embracive, enveloping and comforting. The core is a nurturing womb and a garden of time. The de-bossed roots bring in a sense of drama where the powerful roots imply the nurturing character of soil but also its quiet strength. The theme area of the space consists of different layers of soil interpretations through different materials, colours and techniques implying the endless narratives soil contains or have been embedded over time. The surface texture, material, and treatment of colours hint at the historical, geological and also the raw essence of the theme. The projected experience includes the raw and the artisanal flavour while also panning to include the modern application of soil. The layers are articulated with different materials and techniques to echo a sense of versatility, warmth, comfort, and also the overall spirit reflecting in the environment.

The physical colour, form and material space resonates with theearthy, raw and sensorial character of soil as a medium of exploration and creation. The objects have various treatments of soil fusing it with modern technology and handcrafted craftsmanship.

Into the Deep:

Capturing the magical and the mysterious landscape of the sea, in an immersive 3.5 minute sonic and visual experience. Our effort is to capture this awe inspiring story with artistic layers of custom woven (double weave) textile panels, accentuated by the interplay of light and sound. The viewer is meant to encounter the theme through an abstracted poetic expression of the deep with material, colours and sounds that alludes to the unfathomable, expansive, mysterious and the haunting depths of sea.

Dive beneath the surface to explore a realm where light interacts with fluidity, drawing us into the allure of the underwater world. Its mysterious and suspenseful nature evokes both emptiness and an awareness of its fragile beauty.

It is a realm of both trepidation and fascination, where we embark on a transformative journey. The ocean's vastness and integral role in the Earth's ecosystem urge mindful design practices.

Indofuturism:

Uncovering India's unique and emerging visual culture yet, a ferment from the Indian gaming landscape, Indofuturism is a blend of familiar landscapes and crafted surfaces with the intriguing allure of the retro futuristic narratives to create a surreal and absurdist panorama.

It is through our installation design; the viewers are made to experience the unique visual manifestation of the theme.

Deliberate and clever juxtaposition of unlikely visual pairings, a collection of hybrid futuristic attired backlit portraits is set in a typical Indian Mahal backdrop made with felt, digital printing and embroidered embellishments. The Mahals with an exploded view of flattened panels are further surrounded by old Indian streets printed on metallic silver to augment the idea of the old and new. This simultaneous existence of contrasting ideas, materiality, old and new, east and west, craft and technology complements the storytelling space for this theme.

The space transitions into a retro-futuristic photo gallery with indofuturistic imageries generated through Al. From the tactile allure of organically textured surfaces to the sleek sophistication of polished finishes, the curated kitschy decor objects and elements complete the colour, form and material space.

Goblin Mode:

In response to an intense productivity culture and the endless chase for perfection, Goblin Mode is represented through our space design for ColourNext 2024.

This story is accentuated through the split-screens that give a sense of dynamism and also an interesting dimension to the activities by the representative characters in a series of still photographs. The narrative style underlines indulgence in an informal setting.

In the physical colour, form and material space, rich and inviting hand-tufted textures offer informal and easy comfort. The use of crochet provides bold but soft forms and a world of tactile and sensorial landscape for imagination and self indulgence.

We have also created an installation made from socks expressive of the whimsical cocooned cosiness.