IDAM attempts to bridge the gap between the modern and the traditional by combining contemporary aesthetics with conventional techniques and functionality.
Translating design aesthetics into contemporary home and lifestyle products is what Noida based brand IDAM is all about. The brand was born out of the numerous car ride discussions to and from college between a duo of dreamers – Nayanika and Gazal. Hailing from different design backgrounds, they contributed their textile and graphic design expertise to create a mesmerizing range of products under IDAM. Their products include cushion covers, bed covers, table linen, rugs, bath, quilts and dohars, blanket sets and accessories.
The brand is named after the Sanskrit word ‘idam’ which implies ‘this, here or yonder, present or seen nearby, fit for, denoting location, position or place’. The designs of IDAM are therefore largely inspired by tradition and rooted with values, thus transcending the sense of time and place. The brand recently showcased its talent at the Ambiente 2017 in Frankfurt in February 2017.
At IDAM, each product is unique with an exclusive story behind it. From the inspiration to the design process and its execution, every step involves adequate attention to details. Be it a doodle in a diary or the fallen leaves outside their studio, or how the folk art adorns the streets on India, they bring it all in an array of prints.
Their designs are an attempt to give the customers a glimpse into the daily escapades. In the past year, IDAM has evolved from an idea to a full-fledged print and surface design studio.
The designs are made by Nayanika and Gazal themselves. Besides, IDAM has a small team comprising managers, public relation executives and a marketing team as well. IDAM sources its materials from various parts of Delhi.
The USP of their products is that all the designs are hand-illustrated. Moreover, IDAM has taken a commendable step towards sustainability. They have pledged to use 100% organic fabrics for all their products and 100% fair trade certified fabrics.
Talking about how they differ from other brands, Nayanika says, “The designs are unique and contemporary. We carry over the great work done in the farms to our manufacturing factories, which always follow ethical fair labour practices. We take pride in our work ethics where we do not encourage child labour, gender discrimination or low wages”.
IDAM looks forward to a prospective brilliant future. The designer duo Nayanika and Gazal wish to pattern bomb the world with their prints and designs. Their agenda is to rise above and beyond the Indian market and be a part of the global design industry through their remarkable product and design initiatives.
Text By Anindita Ganguly