Awards, ex­pe­ri­ence and more...

VM&RD - - FRONT PAGE -

Hello and wel­come back to another month of mad­ness! I say mad­ness be­cause all of us know what it takes to sus­tain a busi­ness to­day given all the churn­ing that is hap­pen­ing in the mar­ket. For us at VM&RD it is es­pe­cially crazy be­cause we are on the fast count­down to the big day- the VM&RD Awards to be held in Mum­bai on Jan­uary 30th! If you are read­ing this you are well aware of what the Award means to ev­ery­one in this in­dus­try. As usual, it’s been an ex­cit­ing though chal­leng­ing jour­ney of prepa­ra­tions as we set about man­ag­ing the back-end, co­or­di­nat­ing with the jury, short-list­ing en­tries and so on. But also, as al­ways, we know the jour­ney will be worth it, be­cause it is so very grat­i­fy­ing to be able to steer a plat­form that cel­e­brates ex­cel­lence in re­tail de­sign and ex­pe­ri­ence. Note the word ‘ex­pe­ri­ence’, which is the op­er­a­tive word to­day. In­deed, in­creas­ingly, re­tail­ers and brands re­al­ize that de­sign­ing is about putting to­gether an ex­pe­ri­ence, a phys­i­cal in­ter­face which while ex­press­ing a brand phi­los­o­phy, also en­riches a cus­tomer’ s brows­ing/se­lect­ing/pur­chas­ing process and there­fore cre­ates brand loy­alty. This in fact is also what Jasleen Man­rao, Co-Founder and Cre­ative Head, fig­ments.inc, an ex­pe­ri­ence de­sign stu­dio, which spe­cialises in sculpt­ing branded en­vi­ron­ments, re­it­er­ates in her chat with us. It is in­ter­est­ing to note that more and re­tail de­sign­ers are into craft­ing en­vi­ron­ments that make for a whole­some pack­age. May be it’s time that de­sign in­sti­tutes too start weav­ing this into their train­ing process and churn out young as­pir­ing pro­fes­sion­als who can ap­proach de­sign as a com­plete ex­pe­ri­ence in it­self. That would prob­a­bly be one of the most cru­cial needs of the in­dus­try to­day. And we hope to see some Awards win­ning en­tries as strik­ing tes­ti­mony to this. Happy read­ing and ru­mi­nat­ing on this! Hope to see you at the Awards! Cheers!

N Jay­alak­shmi

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