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