Studio Medium, New Delhi
Year of Play 2024
For my Graduation Project, I put together the techniques, processes, conversations, and the essence of Studio Medium. The project involved the use of various mediums—spatial elements along with digital and print elements. The objective of the project was to give tribute to the techniques and the detail-oriented work that the studio focuses on.
Following are the print and digital assets of the project:
A-Z of Studio Medium(Poster and publication), Dresses of Medium and Sarees of Medium Posters
A-Z of Studio Medium
Poster: Gathering visual clues from around the studio—techniques, process, gestures, tools/equipment
Key focus:
Getting familiar with the techniques, people, tools, and conversations, from the studio
Narrowing down to words which could be associated with Studio Medium
Illustrating based on the words
All alphabets are painted digitally
The design was inspired by the A-Z posters we used to study as children
The alphabets have also been translated into a booklet
which explains the meaning and idea behind each word.
The publication acts as an introduction to Studio Medium
as well as the practices and the things it believes in.
Structure of the book
Poster: Gathering visual clues from around the studio—techniques, process, gestures, tools/equipment
Iterations for spreads from the book
Front and back cover
Spreads from the booklet
Dresses and Sarees of Medium
Inspired from the poster 'People of India'
All figures are hand-painted using gouache paints
The design was inspired by the 'People of India' posters we used to study as children
Retail Space Design
Mapping the customer journey
Mapping the customer journey; Marking pain points
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Floor maps, Heat maps and Proportions
Images of the final design for the retail space
As you enter the retail store, you see a coat made from pre-dyed, discarded yarns—part of the Future Tense collection displayed at the window. The coat imitates a being(made using an arashi pvc pipe and a dyeing stick) pointing in the direction of the door—almost as if welcoming the clients into the store.
When the user exits from the retail store and moves into the passageway, their attention is drawn to the posters mounted on the wall. The posters give an overall sense of the brand identity and a peek into the brand’s most iconic garments.
To accompany the tree, posters of ‘A-z of Studio Medium’, ‘Dresses of Medium’ and ‘Sarees of Medium’ have been mounted on the wall.
The fabric has an almost crumpled texture because of the shibori.
The tree is an essential component for the space. It represents the process and the detail that Studio Medium puts into each of its garments. All the fabric used in the making of the tree has been shibori stitched. The trunk especially has elaborate shibori along with an ombre of blues. The branches have been tied after shibori stitching them and have not been opened to retain the structure.
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The Shibori Tree was a concept that was thought of because of the placement of the mandir(temple). The traditional idea of a tree overlooking a mandir was the foundation of this concept. Once the shibori was done on fabrics, we observed that the strings used in stitching hung loosely before they were dyed. This gave the illusion of a banyan tree overlooking a mandir. Hence, this quiet corner at then entrance of the studio has been dressed as a humble shibori tree that overlooks the mandir.
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The colours used for the tree are a variety of blues and whites. The colour blue was chosen because of the tranquility that it displays while the blue ombre branches into a variety of whites. It is set against a white background. The heavy and detailed shibori gives the tree visual weight while the blues and whites give a sense of calmness and peace.
The roots—a wire is inserted along the ends of the fabric to give it structure
Inside the retail store—a pillar stands wearing a shirt.
The shirt is made using a white canvas fabric leaving the hem of the shirt raw. One of the collars is made using scrap shibori fabric pieces while the other one is made using patchwork/borrow technique. The shirt is secured using two hooks on either sides of the pillar.
Under the pillar—a group of white cuboidal structures are arranged. These act as the billing area breaking the conventional layout of one. On the other cuboids, there are a variety of objects placed—objects that are used in the process of making the garments being sold. These are displayed with the intent to show genuineness and a peek into the processes at Studio Medium.
These windows, initially covered in translucent glass have been dressed in a re-fabric. The fabric is silk with threads re-purposed from previous design processes.
