The project I undertook with Portico required me to develop a consumer centric range of home linen products for the mass market using different techniques on various surfaces. As a designer in Portico, I wanted to cater to the aspirations of urban dwellers who were seeking to make their living spaces aesthetically beautiful.
Life in cities is getting more and more hectic nowadays with busy schedules and constant running around. In such a stressful scenario, the home seems to me the only space where people can get true peace and relaxation. Home for them is not only the place that meets their basic needs, but also a space, which helps them rejuvenate themselves, attain tranquillity and peace, in short – “attain nirvana”. My diploma project dealt mainly with these human needs and the underlying subtle emotions.
The project work required me to look at various aspects of design. Starting with the market study, I tried to gain an insight into consumers’ mindsets, their needs and desires. It involved a detailed study of their lifestyles, their expectations from the Portico brand, as well as their financial constraints with regard to spending on such lifestyle/home products.
I also learnt that consumers today look for branded products, which provide value for money and are of a good quality at the same time. Additionally, they also look for aesthetic beauty in the products they buy for their homes; beauty, which will make their homes look comfortable, relaxed and inviting to everyone. This understanding helped me design a better home linen product range for the company.
The diploma project changed my understanding of design, right from the concept, design, marketing, to the end stages that formed the larger design scenario.
