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Can A Home, Through Intelligent Design, Enable Freedom Of Living?

We brought alive the philosophy of Freedom of Living through a whole spectrum of insightful communication, including messages for a table that expands to accommodate extra guests; for a bed that doubles as a work desk; for a wardrobe that expands to suit your new needs.

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The modern home is a truly fascinating space. Not only is it a medium of expression for the individuals living within it, but it is also an accurate reflection of modern society, the cultural values of a people, the current aesthetic postures, the strong embrace of technologies and of course, the evolved attitudes towards furniture. 

I consider myself very fortunate to have had the opportunity to travel, both professionally and for leisure reasons, to different parts of the world. One of the joys of these travels has been the chance to enter and experience homes in the cultural capitals of the world. I have also been a keen observer of homes within the Indian urban context, and I have seen homes evolve, just as the world around them has evolved too.

Perhaps the biggest characteristic of the Indian home-owner that has emerged over the current age of the internet, global travel and cultural fusions, is the elevation and even veneration of pure aesthetics. 

Facebook, Instagram, YouTube, web content creators and aggregators like Netflix, these are the cultural evangelists of our times. Exposure to this stunning variety of content from around the world has led to consumers developing a strong, sharp point of view on design and aesthetics, on how beauty is important in the smallest aspect of modern living; from the look of one’s home to the design features of a gadget to the aesthetic philosophy of the furniture. 

Aesthetics has become perhaps the biggest filter to decide what becomes a part of one’s life and what doesn’t. Furniture should be able to satisfy this craving for aesthetics and should be more than just functional pieces of wood and fabric in the corners of your home. 

Another important driver behind these aesthetic demands is the evolved visual ambience of the spaces that the modern consumer inhabits outside his or her home: the corporate office, the upmarket mall, the boutique café, the sophisticated art gallery, these and more spaces express an evolved language, both in architecture and décor elements. The consumer now expects this same level of aesthetics within the home environment.

I think a fundamental principle about furniture today is its capacity to free you. Furniture should be intuitive, adaptive and shouldn’t limit you. Its effortless functionality and responsiveness should liberate you from old rules of what furniture should be; is should let you express yourself. Furniture should enable Freedom of Living, where you get to choose how you interact with the spaces around you.

Other nuances are also quite notable. Elaborate interiors are almost passé. Minimalism is the new mantra. People now look to achieve more with less, doing more things with fewer elements.

With just a few, tastefully chosen accessories and pieces of furniture, a home can be made into a vibrant and personalised space.

To paraphrase Norman Foster, furniture is an expression of values and culture. The home-owner’s ambitions, attitudes, quirks and social outlook should be subtly showcased by the home’s furniture.

Unexpected forms in furniture are appreciated. Innovation in form and function gives a home-owner not just heightened self-expression but also talking points when guests come over. 

Even at home, today’s consumer is constantly busy and active. There’s a constant stream of things to attend to, from family matters, social demands and left-over work. With this demanding schedule even on weekends, there’s barely time to enjoy a quiet, enriching moment.

So it’s important that every element around you at home brings you joy, inspires you, simplifies your life, solves problems and aids you in freely performing in the big drama that is life. 

Comfort is important too. The ability to make someone feel at ease, relaxed and comfortable is a core function of modern furniture. Aesthetics shouldn’t get in the way of this fundamental duty; it shouldn’t cramp your unique physical behaviour. 

The sheer craft of the furniture and accessories is a decisive factor. Each piece should be crafted to add immense good looks. It should almost function as a work of art or sculpture within your home, reducing the burden of having to fill your home with many elements.

Throughout my career as an advertising creative and graphic designer, what I have chased is a real idea, drawn from real insights, with the ability to solve a real problem. And of course, presenting this real idea through an elegant, interesting, seductive expression.

This principle had guided us, at Whyness, when we came up with Freedom of Living, the central communication idea for Script, the furniture and accessories brand, a Godrej enterprise, that truly resonates with the essentials of what modern furniture should be and what relationship it should have with the evolved contemporary consumer.

We brought alive the philosophy of Freedom of Living through a whole spectrum of insightful communication, including messages for a table that expands to accommodate extra guests; for a bed that doubles as a work desk; for a wardrobe that expands to suit your new needs.

I believe that a brand with a higher purpose and with the ability to solve real problems, when combined with charming communication, achieves success in the long term. Modern consumers are ready for home décor ideas that truly understand and inspire them and above all, let them enjoy Freedom of living.

Disclaimer: The views expressed in the article above are those of the authors' and do not necessarily represent or reflect the views of this publishing house. Unless otherwise noted, the author is writing in his/her personal capacity. They are not intended and should not be thought to represent official ideas, attitudes, or policies of any agency or institution.

Tags assigned to this article:
Freedom of living Cultural Values

Ravi Deshpande

The author is Founder and Chairman, WHYNESS

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