Young Designers 2011

		Young Designers 2011
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Sanaa Sohel Degani | sanaadegani@gmail.com

Goafest 2011: India’s largest advertising festival

Exhibition Design | GDPD
Guide: Tanishka Kachru
Sponsor: Seventy Event Media Group, Mumbai

Keywords
advertising
Installations
Design
Development

My diploma project was at Goafest, India’s largest advertising festival, which took place this year at the Zuri White Sands Resort in Varka, Goa. This high-profile event, more than ever, aimed to reach out to famous personalities and companies in the advertising, entertainment and media fields. Veering away from the casual aesthetic of the previous years, the event, this year, took to the well-heeled, with structures that were clean, uncluttered and appeared to be permanent.
I was responsible for designing one of the most important rooms at the event: the CEO’s lounge, an exclusive space reserved only for business leaders in the advertising field. Emphasizing luxury, the structure was perched atop a dune and offered an unparalleled view of the sea. The inviting entrance opened out to the beach while the interior boasted of a water body, a private bar and stylish lounge furniture.
Installations were also created to showcase the sponsor logos. The designs were inspired by the ‘slot joint’ technique. Using large circular discs fabricated from ply, I developed several different installations around the resort. I also developed sponsor flags and sails that were displayed at the Zuri lawns and sand dunes. The graphic language used in the installations was similar to that of the Leonardo Glass Cube.
It was my privilege to have played a key role in this challenging and exciting project, right from the brainstorming and design development process, through to the production and construction and finally, the breakdown and packing up of the entire fest. This was an insightful, hands-on experience.