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CONTENTS



Trends - Definition & Introduction                 1
History & Tradition of Interior design in India   2-4
An Introduction to the Interior design industry   5
Current scenario in India                         6 - 13


Leading Interior designers                        14 -17


Trends in Interior design - An Overview           18
Trends & Significance
Residential trends                                19 -31
Retail trends                                     32 -38
Hospitality trends                                39 -45
Office trends                                      46 -52


Analysis & Conclusions                            53 -59
About us                                          60
OVERVIEW
  TRENDS
A general overview of trends and their significance
  AN INTRODUCTION


                                   Before we start with this report on Interior design
                                   trends in India, let’s look at what trends are, or are
                                   supposed to mean.


                                   Trends are a manifestation of new enablers
                                   unlocking existing human needs.


                                Human needs are constantly changing with time. Some
                                core needs remain constant throughout where as
                                others evolve in alignment with external variables.
                                Some trends remain, only modifying themselves
  along the way whereas others disappear making way for newer manifestations.
  Global events give rise to global trends. Local cultures are impacted by local events that
  shape local trends. Any which way one looks at it, trends are fluid in terms of their
  dynamics and most certainly affect all kinds of businesses.
  “I never predict. I just look out of the window and see what is visible – but not yet
  seen.”
  - Peter Drucker
  This is certainly a great thought on “predicting” the future. Businesses don’t really have
  to predict things. Knowing the future is not really possible. It is not exactly given to us.
  The point is, however, to better see and understand today’s landscape in order to be
  successful in the future. This report from Insight Instore aims to achieve that.




                                                                                             1
HISTORY AND TRADITION OF INTERIOR DESIGN IN INDIA




Interior Design is, in essence, a part of a larger discipline that is Architecture. Both
Interior Design and Architecture are the act of designing within either a building or a
space, and have been adopted to differentiate the unique foci of work of the interior
environment. However, it wasn’t until the late 1980’s that Interior Design was
recognised as a discipline separate from Architecture in India. The historical aspect of
Interior Design is almost incomplete without a reference to the grand Architecture that
the nation fashioned.

From the times of the Rajahs and till today, Indian arts and crafts have embellished
plush luxurious homes around the world. Traditionally, the luxury of a designed space
was enjoyed only by the affluent in India since it was only the rich who could afford to
use expensive materials and hire craftsmen. This is established in the many palatial
buildings that India is home to.

On the other hand, the lower income groups worked with what nature provided and
created wonders in the least available. They created marvellous structures which mark
the resourceful and energy efficient approach of the majority of Indians. India’s rich
culture, diversity and heritage have left us with a wonderful architectural legacy,
whether its mud houses in Rajasthan, sloping roofs in Konkan




*Source: UK Young Creative Entrepreneurs - 6 things you need to know about the Indian
design sector. Posted by: creativeconomy | January 21, 2009 & Brittanica Encyclopaedia – History   2
                                                                                                   1
of Interior Design, Interior Design in the East (India)
or the Tanku houses with wind catchers in Khambat.

Post Independence, a new India was formed. Poverty stricken, India’s growth had
stagnated at a GDP of 3.5%. India maintained this GDP for almost the next 40 years,
until the economic liberalisation in 1991. The economic reforms brought about,
changed the face of India by exposing it to the open market, giving way to new
avenues in the design fields.

Until then Indians themselves never truly explored the potential of design in the
interior sector. Traditionally, Indian interiors are driven by a pure utilitarian motive.
Functionality is of prime importance. Simplistic in its style, the interior design of an
average house would often consist of stone or mosaic flooring, painted walls, colonial
furniture handed down for generations, and local arts and crafts adorning the walls.

Over the years, architects took on the responsibility of furnishing a space and
designed every aspect that went to its conception – from the furniture to the art work
to the tapestries. However, this level of comfort, amenities and beauty, were restricted
to spaces belonging to the rich.




                                                                                            3
Over the last decade, urban India has grown leaps and bounds, from the failing
third world country it once was. India is now one of the world’s largest democracies
and its continuous growth despite the global meltdown has put money into the hands
of the middle class youth who are now living a lifestyle their parents had only
dreamed of. A well planned, professionally designed space is now well within their
grasp and its being reflected in the growing industry of Interior design.




                                                                                       4
                                                                                       1
AN INTRODUCTION TO THE INTERIOR DESIGN INDUSTRY




                                      IMAGE




Interior Design, as a separate specialised design discipline, is a relatively new field in
India. It has now been recognised as a profession different from decorators and
architects dominating the field for historic reason. Today, Interior design in India has
come a long way. It has gained autonomy from Architecture and is not just reduced to
decoration and furnishings anymore. Interior Design sees space as a living
environment and is a holistic resolution of the socio-cultural, emotional and resource
conditions of the context it represents.

 In the context of design, ‘Interiors’ refers to any space within an enclosed structure
that is inhabitable and human centred. These spaces include residences, offices,
institutions, schools, hospitals, theatres, restaurants, hotels and resorts, airports and
the like. This context also spills onto the structures’ extensions such as porches,
entrances, swimming pools, landscaped areas, decks, patios etc.

The scope is so diverse in today’s times, that the aspects of Interior Design encompass
all those contexts and more. This has led to Interior Design’s fragmentation into a
variety of specialised micro-disciplines such as Residential Design, Office Design,
Retail and Commercial Design, and Hospitality Design.




                                                                                            5
                                                                                            1
RESIDENTIAL
 CONTEMPORARY OPULENCE                                                                    TREND 1




 This latest trend is a definite shift from the Zen philosophy that ruled design trends in
 the past five years. Minimalism is out, Maxmalism is in. Gone are the days of Spartan
 furniture, muted tones and unembellished interiors. Today, people love showcasing
 their new stature in society, and opulence and luxury are the key words in residential
 design.

 The classical opulent styles of the bygone eras have made a comeback with new
 contemporary modern overtones. The emphasis is on detailing, and accessories play a
 very important role in completing the look. Chandeliers, artwork along with the other
 embellishments such as inlay works and cutwork jali* screens are popular.

 Bold patterns with baroque influences are the newest rage, and are reflected in the
 printed wallpapers, upholstery, chandeliers, mouldings and mirrors.

 Darker hues and English color tones such as khaki and indigo as well as shades in
 greys, beiges and even blacks are juxtaposed with natural materials such as
 sandblasted stones and dark woods like walnuts and teaks.




*A jali is the term for a perforated stone or latticed screen, usually with an ornamental pattern
 Source : Wikipedia                                                                                   19
CONTEMPORARY OPULENCE                                                   RESIDENTIAL
                                                                          TREND 1
EXAMPLE - MUMBAI RESIDENCE




The trend of contemporary opulence can be seen in this immaculately done up
residence in Mumbai. This luxury infused space is a perfect example of how simple
elements can be put together to create a truly opulent space.

The wooden flooring creates a sense of warmth within the house. The dark woods
used for the loose furniture and cabinets further add to creating a warm and cozy
interior. Crystal chandeliers hanging from the ceilings in focal positions such as over
the dining table and in the living room are eye-catching and further emphasize the
lavishness of the décor.

Comfortable and rich furnishings in bold patterned textiles and upholsteries add
richness to the house. Wallpaper in a bold print on a dark hue and colours such as
blues in the furnishings and reds in the accessories further accentuate the space.




*Source: www.elmdesigns.in
                                                                                          20
RETAIL
INTERACTIVE SPACES                                                         TREND 1




Interaction design is an emerging trend in the retail design sector. Interaction design is
creating a new and unique experience for the consumer by exploring ways of
enhancing interaction with other individuals, products and the environment by
blending traditional design techniques, an understanding of human behaviour and
modern technology.

This trend is an important development in the retail sector in understanding the
psychology of the customer as well as being abreast with the latest technology.

One can experience this interaction in various stores such as Levi’s Rivet in Bangalore
where a 34 feet long Heritage wall has been created and Colours – the Asian Paints
showroom in Mumbai where you can play with colours in a virtual world to help
choose your shade of colour.




                                                                                        32
INTERACTIVE SPACES                                                          RETAIL
                                                                           TREND 1
EXAMPLE 1 - LEVI’S RIVET STORE, BANGALORE




The mandate of the Levi’s Rivet at Bangalore was to create a sense of “premium-ness”
and edginess and build a sense of mystery. Levi’s has a long history and heritage and
that had to be obvious to every customer. The brand did this by using a combination
of classical and cutting edge technologies.

The awareness of the brand’s heritage value was created by the use of Interaction
Design with tactile surfaces. This allows the customer to interact with the store and
create experiences while being educated about the brand. The Store front is
constructed of 8000 copper rods and 16000 buttons from the denim, that slide in a
giant perforated wall creating 3D patterns. This encourages the customer to dabble
with the entire facade, in turn forming niches framing products on the rear of the wall,
which is inside the store.

Rajesh Dahiya, founder of Co-Design created the installation. Dahiya specialises in
interaction design, an emerging tool that is catching the fancy of retailers these days.




                                                                                           33
In conclusion, like an iceberg, design has a deeper invisible portion than just the
small portion that one can see above the surface. Design has a deeper meaning and
responsibility than the superfluous trends that come and go.

One must define intentions, explore options and eventually create compositions that
can take design to a new level. This can result in judgements that create innovations,
and implement, promote and nurture concepts, that can build a foundation of good
and deep design.

Today, design comes under the umbrella of “Social Sustainability”. Here, there is a
commitment to universal design over design being just about the individual, it and
also looks to include many aspects of design that work to improve quality of life
globally. This movement addresses the issues of sensitivity and diversity, and brings
socially responsibility to everything that is designed.

Indian design needs to advance at a faster pace, to constantly evolve in tune with
global demands and expectations. All design decisions have environmental, social
and ethical impacts, so there is a pressing need to provide guidelines for designers
and design students within an overall framework that takes a holistic approach to
socially responsible design. Indian design is now coming of age and possesses the
promise of responsible design.


  To buy this report, please visit

  www.insightinstore.com

  For enquiries regarding reports, please write to us at

  reports@insightinstore.com




                                                                                         59
                                                                                          2
ABOUT US



Insight Instore is a trend research and retail shopper marketing consultancy. We study
trends and shoppers. We see the shop as our laboratory. Our aim is to create impact
instore, through insight and innovation.

Our areas of work include shopper research and instore consulting, design consulting,
trend research and forecasting.

Our solutions are driven by a combination of various skills and disciplines, coming
together on a vibrant and receptive platform. Research forms the basis of our
consulting work. Consulting for us does not stop at developing a strategy, but extends
to helping our clients to execute and evaluate the strategy. We also use this entire
experience for trend research and forecasting.

Insight Instore is headquartered in Bangalore, India.



Contact us:

Insight Instore
455, 1st Cross
9th Main, HAL 3rd Stage
Bangalore - 560 075, India

email: info@insightinstore.com
www.insightinstore.com

Tel : +91 97390 94983 / +91 97399 74069




                                                                                     60

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Interior Design Trends in India - A Preview

  • 1.
  • 2. CONTENTS Trends - Definition & Introduction 1 History & Tradition of Interior design in India 2-4 An Introduction to the Interior design industry 5 Current scenario in India 6 - 13 Leading Interior designers 14 -17 Trends in Interior design - An Overview 18 Trends & Significance Residential trends 19 -31 Retail trends 32 -38 Hospitality trends 39 -45 Office trends 46 -52 Analysis & Conclusions 53 -59 About us 60
  • 3. OVERVIEW TRENDS A general overview of trends and their significance AN INTRODUCTION Before we start with this report on Interior design trends in India, let’s look at what trends are, or are supposed to mean. Trends are a manifestation of new enablers unlocking existing human needs. Human needs are constantly changing with time. Some core needs remain constant throughout where as others evolve in alignment with external variables. Some trends remain, only modifying themselves along the way whereas others disappear making way for newer manifestations. Global events give rise to global trends. Local cultures are impacted by local events that shape local trends. Any which way one looks at it, trends are fluid in terms of their dynamics and most certainly affect all kinds of businesses. “I never predict. I just look out of the window and see what is visible – but not yet seen.” - Peter Drucker This is certainly a great thought on “predicting” the future. Businesses don’t really have to predict things. Knowing the future is not really possible. It is not exactly given to us. The point is, however, to better see and understand today’s landscape in order to be successful in the future. This report from Insight Instore aims to achieve that. 1
  • 4. HISTORY AND TRADITION OF INTERIOR DESIGN IN INDIA Interior Design is, in essence, a part of a larger discipline that is Architecture. Both Interior Design and Architecture are the act of designing within either a building or a space, and have been adopted to differentiate the unique foci of work of the interior environment. However, it wasn’t until the late 1980’s that Interior Design was recognised as a discipline separate from Architecture in India. The historical aspect of Interior Design is almost incomplete without a reference to the grand Architecture that the nation fashioned. From the times of the Rajahs and till today, Indian arts and crafts have embellished plush luxurious homes around the world. Traditionally, the luxury of a designed space was enjoyed only by the affluent in India since it was only the rich who could afford to use expensive materials and hire craftsmen. This is established in the many palatial buildings that India is home to. On the other hand, the lower income groups worked with what nature provided and created wonders in the least available. They created marvellous structures which mark the resourceful and energy efficient approach of the majority of Indians. India’s rich culture, diversity and heritage have left us with a wonderful architectural legacy, whether its mud houses in Rajasthan, sloping roofs in Konkan *Source: UK Young Creative Entrepreneurs - 6 things you need to know about the Indian design sector. Posted by: creativeconomy | January 21, 2009 & Brittanica Encyclopaedia – History 2 1 of Interior Design, Interior Design in the East (India)
  • 5. or the Tanku houses with wind catchers in Khambat. Post Independence, a new India was formed. Poverty stricken, India’s growth had stagnated at a GDP of 3.5%. India maintained this GDP for almost the next 40 years, until the economic liberalisation in 1991. The economic reforms brought about, changed the face of India by exposing it to the open market, giving way to new avenues in the design fields. Until then Indians themselves never truly explored the potential of design in the interior sector. Traditionally, Indian interiors are driven by a pure utilitarian motive. Functionality is of prime importance. Simplistic in its style, the interior design of an average house would often consist of stone or mosaic flooring, painted walls, colonial furniture handed down for generations, and local arts and crafts adorning the walls. Over the years, architects took on the responsibility of furnishing a space and designed every aspect that went to its conception – from the furniture to the art work to the tapestries. However, this level of comfort, amenities and beauty, were restricted to spaces belonging to the rich. 3
  • 6. Over the last decade, urban India has grown leaps and bounds, from the failing third world country it once was. India is now one of the world’s largest democracies and its continuous growth despite the global meltdown has put money into the hands of the middle class youth who are now living a lifestyle their parents had only dreamed of. A well planned, professionally designed space is now well within their grasp and its being reflected in the growing industry of Interior design. 4 1
  • 7. AN INTRODUCTION TO THE INTERIOR DESIGN INDUSTRY IMAGE Interior Design, as a separate specialised design discipline, is a relatively new field in India. It has now been recognised as a profession different from decorators and architects dominating the field for historic reason. Today, Interior design in India has come a long way. It has gained autonomy from Architecture and is not just reduced to decoration and furnishings anymore. Interior Design sees space as a living environment and is a holistic resolution of the socio-cultural, emotional and resource conditions of the context it represents. In the context of design, ‘Interiors’ refers to any space within an enclosed structure that is inhabitable and human centred. These spaces include residences, offices, institutions, schools, hospitals, theatres, restaurants, hotels and resorts, airports and the like. This context also spills onto the structures’ extensions such as porches, entrances, swimming pools, landscaped areas, decks, patios etc. The scope is so diverse in today’s times, that the aspects of Interior Design encompass all those contexts and more. This has led to Interior Design’s fragmentation into a variety of specialised micro-disciplines such as Residential Design, Office Design, Retail and Commercial Design, and Hospitality Design. 5 1
  • 8. RESIDENTIAL CONTEMPORARY OPULENCE TREND 1 This latest trend is a definite shift from the Zen philosophy that ruled design trends in the past five years. Minimalism is out, Maxmalism is in. Gone are the days of Spartan furniture, muted tones and unembellished interiors. Today, people love showcasing their new stature in society, and opulence and luxury are the key words in residential design. The classical opulent styles of the bygone eras have made a comeback with new contemporary modern overtones. The emphasis is on detailing, and accessories play a very important role in completing the look. Chandeliers, artwork along with the other embellishments such as inlay works and cutwork jali* screens are popular. Bold patterns with baroque influences are the newest rage, and are reflected in the printed wallpapers, upholstery, chandeliers, mouldings and mirrors. Darker hues and English color tones such as khaki and indigo as well as shades in greys, beiges and even blacks are juxtaposed with natural materials such as sandblasted stones and dark woods like walnuts and teaks. *A jali is the term for a perforated stone or latticed screen, usually with an ornamental pattern Source : Wikipedia 19
  • 9. CONTEMPORARY OPULENCE RESIDENTIAL TREND 1 EXAMPLE - MUMBAI RESIDENCE The trend of contemporary opulence can be seen in this immaculately done up residence in Mumbai. This luxury infused space is a perfect example of how simple elements can be put together to create a truly opulent space. The wooden flooring creates a sense of warmth within the house. The dark woods used for the loose furniture and cabinets further add to creating a warm and cozy interior. Crystal chandeliers hanging from the ceilings in focal positions such as over the dining table and in the living room are eye-catching and further emphasize the lavishness of the décor. Comfortable and rich furnishings in bold patterned textiles and upholsteries add richness to the house. Wallpaper in a bold print on a dark hue and colours such as blues in the furnishings and reds in the accessories further accentuate the space. *Source: www.elmdesigns.in 20
  • 10. RETAIL INTERACTIVE SPACES TREND 1 Interaction design is an emerging trend in the retail design sector. Interaction design is creating a new and unique experience for the consumer by exploring ways of enhancing interaction with other individuals, products and the environment by blending traditional design techniques, an understanding of human behaviour and modern technology. This trend is an important development in the retail sector in understanding the psychology of the customer as well as being abreast with the latest technology. One can experience this interaction in various stores such as Levi’s Rivet in Bangalore where a 34 feet long Heritage wall has been created and Colours – the Asian Paints showroom in Mumbai where you can play with colours in a virtual world to help choose your shade of colour. 32
  • 11. INTERACTIVE SPACES RETAIL TREND 1 EXAMPLE 1 - LEVI’S RIVET STORE, BANGALORE The mandate of the Levi’s Rivet at Bangalore was to create a sense of “premium-ness” and edginess and build a sense of mystery. Levi’s has a long history and heritage and that had to be obvious to every customer. The brand did this by using a combination of classical and cutting edge technologies. The awareness of the brand’s heritage value was created by the use of Interaction Design with tactile surfaces. This allows the customer to interact with the store and create experiences while being educated about the brand. The Store front is constructed of 8000 copper rods and 16000 buttons from the denim, that slide in a giant perforated wall creating 3D patterns. This encourages the customer to dabble with the entire facade, in turn forming niches framing products on the rear of the wall, which is inside the store. Rajesh Dahiya, founder of Co-Design created the installation. Dahiya specialises in interaction design, an emerging tool that is catching the fancy of retailers these days. 33
  • 12. In conclusion, like an iceberg, design has a deeper invisible portion than just the small portion that one can see above the surface. Design has a deeper meaning and responsibility than the superfluous trends that come and go. One must define intentions, explore options and eventually create compositions that can take design to a new level. This can result in judgements that create innovations, and implement, promote and nurture concepts, that can build a foundation of good and deep design. Today, design comes under the umbrella of “Social Sustainability”. Here, there is a commitment to universal design over design being just about the individual, it and also looks to include many aspects of design that work to improve quality of life globally. This movement addresses the issues of sensitivity and diversity, and brings socially responsibility to everything that is designed. Indian design needs to advance at a faster pace, to constantly evolve in tune with global demands and expectations. All design decisions have environmental, social and ethical impacts, so there is a pressing need to provide guidelines for designers and design students within an overall framework that takes a holistic approach to socially responsible design. Indian design is now coming of age and possesses the promise of responsible design. To buy this report, please visit www.insightinstore.com For enquiries regarding reports, please write to us at reports@insightinstore.com 59 2
  • 13. ABOUT US Insight Instore is a trend research and retail shopper marketing consultancy. We study trends and shoppers. We see the shop as our laboratory. Our aim is to create impact instore, through insight and innovation. Our areas of work include shopper research and instore consulting, design consulting, trend research and forecasting. Our solutions are driven by a combination of various skills and disciplines, coming together on a vibrant and receptive platform. Research forms the basis of our consulting work. Consulting for us does not stop at developing a strategy, but extends to helping our clients to execute and evaluate the strategy. We also use this entire experience for trend research and forecasting. Insight Instore is headquartered in Bangalore, India. Contact us: Insight Instore 455, 1st Cross 9th Main, HAL 3rd Stage Bangalore - 560 075, India email: info@insightinstore.com www.insightinstore.com Tel : +91 97390 94983 / +91 97399 74069 60