“I see my­self shuf­fling be­tween cre­at­ing in­ter­est­ing spa­ces and fine arts in the fu­ture”

VM&RD - - Design Inspiration -

Com­ing from a back­ground of Fash­ion De­sign­ing, Swarup Dutta is a Scenog­ra­pher who per­suades his pas­sion for craft­ing dif­fer­ent ex­pe­ri­ences that en­ter­tains him to cre­ate some­thing new. Be­ing pas­sion­ate about fine arts, de­sign, pho­tog­ra­phy, fash­ion, indige­nous art forms he started his ca­reer by build­ing up en­gag­ing com­mu­ni­ca­tion de­sign strate­gies in a holis­tic man­ner for pop­u­lar fash­ion de­sign­ers like Anamika Khanna, Sabyasachi Mukher­jee, Shan­tanu Goenka.

Swarup as a scenog­ra­pher con­cep­tu­al­izes space in its to­tal­ity and re­tail de­sign projects like 1999AD, F&B ven­tures like Jhaal Farezi, Burnt Gar­lic, Fash­ion in­stal­la­tion for Shan­tanu Goenka Cou­ture Spring/Sum­mer Col­lec­tion 2015, an ex­pe­ri­en­tial walk through for Ki­ran Ut­tam Ghosh Au­tumn/ Win­ter 2015, events like The In­dia Story 2015, cel­e­brat­ing the di­verse mer­chan­dise of the coun­try are some of his best projects in the re­cent years.

Swarup shares with VMRD, “What in­spires me is when I see that there lies a huge gap while cre­at­ing a ho­moge­nous ex­pe­ri­ence in our fash­ion in­dus­try while pre­sent­ing the com­mu­ni­ca­tion lines to the end cus­tomers. Re­tail De­sign or any sort of space de­sign is

an eter­nal part of any mer­chan­dise and I ob­served that in a par­tic­u­lar project where dif­fer­ent ven­dors are in­volved they all work in si­los. Hence, the web­site, pack­ag­ing, re­tail de­sign, la­bels and other re­lated ar­eas are mostly not in sync with each other. Thus this gap ac­tu­ally ex­cited me to of­fer a gamut of so­lu­tions to my clients un­der the ban­ner of Swarup Dutta Scenog­ra­phy.”

While talk­ing about few of his projects he men­tions, about the Art Dine Con­cept of Jhaal Farezi, Kolkata which is an ode to Indi-chic and vin­tage modern.“From my child­hood days I love his­tory and thus re­search­ing and go­ing back to the ref­er­ences are an in­te­gral part of my space de­sign.

High ceil­ings, gi­ant col­umns, lat­ticed win­dows, con­i­cal ve­ran­dahs with iron balustrades and an ex­quis­ite porch, all add to­wards evok­ing nos­tal­gia at one glance in this in­te­rior space which is very close to my heart.”

Swarup Dutta also con­cep­tu­alised and cre­ated a fairy­land for Shan­tanu’s cou­ture ex­po­si­tion ‘fash­ion in fairy­tale’ in 2015 at 85 Lans­downe, a fa­mous multi-de­signer bou­tique of the city. Swarup shares, “The con­cept of an art in­stal­la­tion to launch an ap­parel col­lec­tion is very new in In­dia. The idea was to present the col­lec­tion in an in­ter­est­ing way, which tells the story of the col­lec­tion it­self. So we de­cided that we will present the clothes in an ex­ag­ger­ated fan­ta­sy­land, and thus we ze­roed down on fairy­tales as the un­der­ly­ing theme. The en­tire col­lec­tion goes very well with the con­cept of fairy­tales as the pal­ette is fem­i­nine, and the sil­hou­ettes are a mix of con­tem­po­rary and pe­ri­odic cos­tumes. It ac­tu­ally has a nos­tal­gic touch and we all went back to our bed­time sto­ries while cre­at­ing the in­stal­la­tions and thor­oughly en­joyed it!

Thus we may say that what en­ter­tains Swarup as an artist is where his heart lies.

Nabamita Chat­ter­jee

Swarup Dutta is a grad­u­ate form NIFT Kolkata and a Masters in Fash­ion & Tex­tiles from Not­ting­ham Trent Univer­sity, UK. He has been in the field of fash­ion ed­u­ca­tion as As­so­ciate Pro­fes­sor at NIFT for eight years and also worked as Dean for the Un­der Grad­u­ate Pro­gramme at In­dian In­sti­tute of Crafts and De­sign, Jaipur. Since 2012 he is work­ing as an in­de­pen­dent scenog­ra­pher where he col­lab­o­rates with dif­fer­ent set of free­lancers and professionals in the cre­ative field to form in­ter­est­ing spa­ces and com­mu­ni­ca­tions.

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