AwardsDesignNovember 25, 2020by admin0

Art to Application – Folk Fusion

India’s best design award (Special mention), Sustainable Product Collection by Indigifts (Indibni)

“The public is more familiar with bad design than good design. It is, in effect, conditioned to prefer bad design, because that is what it lives with. The new becomes threatening, the old reassuring,” said Paul Rand, an American art director, and graphic designer

An old design is like our comfort zone we do not want to get out of. If we do not innovate, we stagnate, and then instead of evolving, we devolve. If we retrospect the last 60 years, we haven’t made significant growth we could have in almost any field except the internet. ‘Our kind’ last set foot on the moon 47 years ago. Isn’t that alarmingly disturbing?   

Design is not just what we see. It is not just art but also science. Wouldn’t you like something that is easy to understand, easy to use, is cheaper, and uses as little design as possible?  

With this school of thought and design philosophy in mind, Indibni ventured to revive folk art by fusing them with day-to-day essentials and Folk Fusion secured a special mention award in India’s Best Design Award 2020 organized by DesignIndia magazine. It was a momentous moment for us again after 2019 when we had won India’s best product design award by DesignIndia magazine for Seed Rakhi. And now seeing all the hard work that eventually paid off well, gives a fulfilling feeling to cherish.  

The Multiutility Folk Fusion Collection is inspired by classic traditional patterns based on tribal life where white stroked characters, coupled with detailed intricate line art came to life on cushions, mugs, coasters, wall frames, and mousepads et cetera. A collection that resonated with the true spirit of India simultaneously creating a sense of belongingness to the natives. Moreover, who could say no to a gift that had Mandala art fused guitar pattern printed on a coffee mug or a cushion?

The complete collection revolved around two indigenous wall arts named Mandala and Warli where Mandala originated in Rajasthan and Madhya Pradesh and Warli in western Ghats of India.

These forms consist of lines and symmetrical patterns with proximity. These motifs depicted the household and activities of the people in their village and were drawn to protect home and hearth, welcome gods into the house, and as a mark of festive celebrations. 

It was no less of a feat to maintain the authentic stylization of the art, utilizing the space with the thick and thin lines and then weave and narrate a beautiful story without even saying a single word. 

Do you ask about the impact? People loved what people created. Something that converted locals and consumers to co-creators. Being local for vocal is no more just a slogan to apprehend and move on but something to abide by and show the same in our sincere collective efforts. It is not just a trend but a crucial need of the hour for India to survive the pandemic and thereon as well. Our actions shall be our sole apparent reflection of how seriously we strive to see a self-reliant India. 

Given this, the fusion of ancient and modern art brought something spectacular for the sight to behold and be in love with. One art reached many people’s hearts, making people aware of the country’s past and cultural heritage. The festive season came out more vibrant when people shared pictures of pop color rangoli and bunting collections fused with wall art patterns.

Indibni’s purpose is to design for life. And we believe that any given task can be done in a number of ways seeking the same output but very few could be done in a way that is both elegant and efficient than the others. We strive for the latter.


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