Phoenix Market City
In an innovate way aimed at redefining shopper experience, Phoenix Market City in Bangalore uses exquisite works of art to engage the discerning customers in the city. Here’s a look.
Shopping now comes in a new package at the Phoenix Market City, Bangalore. In what may be termed as a ‘Mall as an art gallery’ approach, the mall has installed exquisite works of art, including sculptures by renowned artists, at various locations in the mall. Located on the path of the visitors browsing in the mall, these art works offer customer engagement and in the process enhance their mall experience. People have been seen to be observing these sculptures intricately and taking pictures with them too! Besides the aesthetic appeal, these works of art also offer an educative value coming as they do with all the information on the sculpture as well as the sculptor. “This idea is to get the visitors involved with the mall. It is an interaction which happens at an intangible level and the process of
engagement falls in place. The whole activity leads to an enhanced experience for the visitor. Malls are larger community engagement centres that cut across people in the society. Such art installations serve as connection points. These pieces of art are not merely decorative elements; they are serious works of art created by renowned artists. It takes the positioning of the mall closer to culture rather than being a mere shopping experience. Also, in this process of customer engagement, the artists also get appreciated,” says Shashi Kumar, Senior Centre
Director, Phoenix Market City. At a time when most malls resort to loud gimmicks and events to engage the customer, here is one example where customer engagement is taken to a more sophisticated, subtle and nuanced level and aimed only at those genuinely interested in partaking of an experience that goes beyond shopping.
Speaking on the expansion plans, Shashi Kumar said, “We are exploring more opportunities in this area. We want to make this journey more interesting for customers by changing and promoting every 3 months. It is an experience for the customer, that is very different from a typical mall difference. ”
So here are some details of the sculptures adorning the space:
1. FORMAL-INFORMAL – By BHABATOSH SUTAR – Kolkata
Formality is a definition of rules and discipline. It tries to comb informality in the regular way. But at times informality, hard as metal, stands out, against a design of formality.
2. WH0 IS PLAYING GAME – By -KETAN NARENDRABHAI AMIN – Vadodara
This one reiterates the games we play in our adult lives, a far cry from the innocent games we played with our friends as children . As as we grew up in life, we learned to play weird games like the game of love, the game of passion, the game of friendship, the game of ego, the game of power, etc. Indeed, the core of it is about the masks everyone is wearing to hide these games we play.
3. FARMER – By - CHETAN PARMAR – Vadodara
This piece of art poignantly brings out the essence of a farmer’s life. It’s raining, but this giant farmer covered in a jute bag is busy working in the fields and securing his future.
4. BONE BICYLE – By RITESH RAJPUT – Vadodara
In an age when our passion for speed is killing the environment in a slow death, here is a message to the youth to stop polluting the Earth with their mean machine -- the bike!
5. BUFFALO IN POND – By RITESH RAJPUT – Vadodara
These buffaloes convey a zen-like tranquility, submerged as they are in pond water and appearing cool, calm and patient. They seem to be urging us to take time out of our busy schedules and get submerged in the ‘pond of life’.
6. WHERE I AM – By SANJAY KUMAR RAJWAR – Vadodra
At first glance , we perceive this to be a real form, but on closer look, it breaks our perception. The artwork is seen revolving around the external protective layers of the being. Metaphorically speaking, the artist uses clothing to represent the outer layer as not only protecting and nurturing ones growth, but also representing the personality of a person.
7. NATURES’S MUSIC – By RITESH RAJPUT – Vadodara
Nature here is seen playing a huge pure white marble guitar to evoke a feel of the sweet chirping of birds in the morning.
8. JUMPING DOG – By MRUNAL KAHAR – Vadodara
A dog is seen jumping from frame to frame and the frame here is symbolic of the ‘vantage point’ in life. This restless and ever-energetic dog seems to be looking forward to finding his own ‘summit’ one day.
9. REALITY CHECK – By SANJAY KUMAR RAJWAR – Vadodara
This one conveys a universal message about the importance of being grounded to reality. With images of great people like Mother Teresa, Swami Vivekanand, Shri Aurobindo, Mahatma Gandhi, Sardar Vallabhbhai Patel & Sachin Tendulkar, it drives home the message that all these people came from a diverse economic and social background, but it was their modesty and humanity which kept them grounded and helped them secure a place in people's hearts.
10. MIRROR MIRROR – By RAHUL MUKHERJEE – Vadodara
This pillar- like installation is half wall & half milestone. On the wall surface there are many mirrors through which one can get multiple fragmented visuals of the surroundings and in between the mirrors , there are messages conveyed through graffiti art which highlight a universal human psychology. The essence of the message is about the human need to search for one’s own identity in others.
Well, retail therapy is indeed taken to new levels with these art installations at Phoenix Market City