Curating and strategizing for a luxury lifestyle collection of interior fabrics and wallpapers.
Heartland is a collection of home textiles and wallcoverings that uphold values of ethical production, fair trade, and sustainability while maximizing outreach and appealing to a broad range on consumers to revolutionize the world of Indian home furnishings.
This project was a collaboration across time zones and cities during the height of the CoVID-19 pandemic. My role was specific to the work done by
“After all, at the heart of every home is the story of the people who inhabit it, make it and shape it just the way they like it. Layer it with well-loved elements and their distinct styles.”
— Sabyasachi Mukherjee
Indian Fashion Designer
Part of the marketing strategy included curating the designs such that strategic color choices were taken to market to maximize sales and appeal to the broadest consumer base possible (North India and South India were targeted seperately based on the varying aesthetic choices seen in different regions). A variety of selections, from pastel palettes to bolder palettes were curated to allow even the independent home decorater to make easy choices when buying product.
This project entailed collaborating and communicating with global factories and vendors to iterate new samples based on market fit and factory production capabilities.
Project for Pavitra Rajaram Design, 12 weeks
Marketing strategy, creative branding, visual merchandising, curation
Project undertaken as a Design Intern at
Headed by Pavitra Rajaram and Tanish Malji
Images Courtesy of Asian Paints