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.

VM&RD - - CONTENTS -

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

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