Keywords Redefining lifestyle Young Indian professionals Embedded technology Gen-next
VIP, a household name in India, has always dominated the luggage market, with its huge range of products at affordable prices. Although the premium range of briefcases, since their launch, has been enjoying a good market response, there has been a constant demand for the introduction of new products. This very need to extend their current range formed the core of my project.
This project aimed not only to revive the need for briefcases but also develop something new and innovative, which, in the long run, would build the brand and help it enter the ‘youth’ segment. I started with a study of business cases and global trends and acquiring an understanding of local markets and the current needs in India. A system model was developed to understand the relation between the manufacturer, seller and buyer and unify their needs through design focus. Edgy, stylish concepts were generated, with ‘techno-look’ exteriors and interiors and flexibility of space, all while keeping in mind the ease of use.
My final concept was called EOS – Ecstasy of style. 3D visualization was done for the functional hardware, based on existing hinge mechanisms such as soft-close hinges. The final product not only provides the manufacturer with a ‘next generation briefcase’, but also the buyer a product with a fresh look and enhanced usability.
The learning, in terms of skills, addressing user needs and value of teamwork, that I gained from this project was immense. I also realized that design should not be seen in isolation, but designers should learn and contribute to processes such as engineering, production and post-production, including marketing and product promotion.