Designed by Rooshad Shroff of Architecture + Design, the basic brief for the project was to construct a temporary barricade and reflect the ethos of the brand, Lodha – The Luxury Collection. The idea of luxury was conceived through the notion of innovation, exclusivity, made to measure, craftsmanship, detail, material and technology.
The contextual response was the demarcation of the wall into a primary and secondary zone, the primary marking the main entrance. The proximate relationship of this zone to people encouraged the use of more luxurious materials, while the secondary zone is seen visually from a distance by vehicles passing.
The Lodha monogram became a tool with which imagery was used to change space and create an engaging and visually stimulating picture. There is a play of scales – the macro and the micro. At the macro level, more of an underlying image is visible, while at the micro level the logo itself has been used.
Text Compiled By Anindita Ganguly