The objective of this project was to define a visual language system for all spatial requirements for the brand Ather and work with required partners to execute all possible projects within the timeframe of the internship and to document all the required guidelines for any spatial execution for the brand. The spatial design for consumer events had been organically designed on an ad-hoc basis. However, this led to multiple problems: Zero or ineffective branding in the spaces and inconsistency of space and experience design across events & formats. The brand lost out on an opportunity of building the personality of the brand through these event spaces. The project required some understanding of the domain and a thorough understanding of the products. Interviews and discussions with experienced individuals of the marketing team helped in understanding the target group. These insights later helped in mapping the entire community events system. The final deliverables underwent various iterations to gain the final form communicating the idea across clearly and reflect the brand’s personality.
Keywords: furniture design, modular fixture, modular structure, pop-up fixture design, retail fixture design