Our brief was to develop a cohesive visual language for the festival, which would connect the 11 venues spread across the city. Develop and design elements that would work across venue markers, signage systems, large scale installations and finally culminate into the main event arena’s headlining stage.
The serendipity arts festival is a CSR initiative of the Munjal group, and apart from supporting the arts, sustainability is one of its key mandates. Our strategic approach was to design elements that allow for reuse, recycling and up-cycling, therefore minimizing the environmental impact of the week long event. We focused on developing systems and processes that would reduce the amount of material reaching the landfills while also creating elements that had the potential of being reused over multiple editions of the festival. The metal framework structures we developed to be reusable, while the fabric elements of the design were to be up-cycled into festival merchandise for the following year. Shipping pallets used to create visitor touch-points and seating were also designed to be reused after the event.
One of our key roles was to design and plan for the main arena for the Serendipity Arts Festival. Spread over 45,000 sq.ft., we designed the main performance stage, walkways, installations, sponsor lounges as well as the food and beverage area for the venue. The stage design was derived from abstraction of the event’s graphic design language, and this design was used as a visual starting point for all other spatial elements within the festival. The decision to keep the main stage monochromatic to give lighting design the flexibility to personalize each performance at the festival. The entire venue was open to the public for the week-long duration of the festival. Every evening saw performances by multiple artists drawing crowds that numbered in the thousands.
We also designed large scale installations, which were placed across the venue to direct and manage visitor movement at the event. These structures reflected the colour palette used in the Serendipity Arts Festival print & digital content.
Signage systems for the festival were designed to be stand-alone units, having the flexibility of different display areas and content. The structures also ensured re-usability and the freedom to use various materials for the display surfaces.
Apart from the spatial elements, our role involved the overall planning and layout of various spaces and elements of the festival. Smaller performance spaces, black boxes, workshops, labs, launch event, cafes, lounges and festival shop were all detailed and planned by our team.
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