INDIA ADDA
at Davos 2014
DESIGN
THE INSPIRATION
The essence of
Brand India at Davos
2014 has been
expressed through a
classic juxtaposition
of ancient
rudimentary and
traditional princely
art forms from India
with the present day
visuals of the nation.
The motifs featuring at the India Adda are a
representation of contemporary India presented in an
elegant manner through miniature paintings from India.
This theme is a new rendition of the traditional
miniature style that was popularly depicted across Indian
princely courts.
THE
MOTIFS
THE
LAYERS
The first visual is the exquisite artwork that tells many a story in a
tremendously layered format akin novel paintings that speak volumes
in a single frame. Originally fashioned to express the fine aesthetics of
the elite, this style continues to stimulate the senses till date. Not only
is its brilliance personified and a feast for the eyes, these illustrations
provide an artistic continuum from the early civilisation to the present
times.
India’s plush foliage festooned by beautiful birds paint a picturesque
sight. Peacock, the national bird of India, is a symbol of grace, joy,
beauty and love, which also finds presence across cultures of the Far
East, Ancient Persia as well as the Greek and Christian era.
THE
TAJ
MAHAL
Overlooking the alluring Bagh is one of the universally admired
masterpieces of world's heritage, the Taj Mahal. The Taj Mahal
is a jewel of Indian art. Listed as one of the New 7 Wonders of
the World (2000-2007), the Taj Mahal represents the finest
architectural and artistic achievements through perfect
harmony and excellent craftsmanship.
ANCIENT CIVILISATION, YOUNG NATION
Behind the Taj Mahal, a panoramic view of present day
India can be seen, which with a vibrant enterprise,
strong manufacturing capabilities and a robust services
sector is amongst the most preferred business
destinations today.
INDIA - A VAST MARKET OPPORTUNITY
As depicted in the
artworks, today
India is building its
infrastructure –
world class
airports, industrial
corridors – giving
a fillip to
manufacturing
across sectors like
automotive,
aviation and more.
The Indian policy
reforms opened
new opportunities
for global players.
INDIA – PHARMACY OF THE WORLD
These artworks
refer to the
emergence of
India as the
Pharmacy of the
World besides
the vastly
expanding
market
connectivity,
which is
spawning new
industries.
INDIA’S GROWTH STORY
This miniature painting portrays India’s evolution over the years.
The colour combination of lush green scapes, blue sky and
colourful birds showcase the ever changing tints and moods of
India. The natural splendour combined with socio-economic
developmental structures forms the fabric of the country.
WARLI ART
The second art form visible at
the India Adda takes us back to
our roots. The outside street
front is a simple illustration
representative of modern day
India rendered in the style of
the elementary wall paintings
by the Warli tribe.
In the ancient period, it was
used by people to express their
lives vividly through paintings
on the exteriors of their
premises. This artwork is a
contemporary representation
of this art form.
WARLI ART
Traditionally, Warli art uses a very basic graphic vocabulary that
wonderfully amalgamates with the contemporary design
aesthetics. The leitmotif of these ritual paintings, which is the
portrayal of everyday tasks and objects, is kept intact while
providing a modern day adaptation. These paintings are exemplary
of the diversity, which resides in Indian paintings.
KALPAVRIKSHA
THE EVERGREEN TREE
The multiple
facets of India
have been
captured
artistically through
an installation at
the India Adda of
the Kalpavriksha
created in Warli
style.
THE INFO
-GRAPHICS
And the market potential of India is depicted by simple, clear cut
infographics. These are visual representations of information and
knowledge intended to present complex information quickly and clearly.
The best way to characterise modern India would be to associate with
young and confident talent, which also represents a large consumer
market.
JOIN INDIA. LEAD THE WORLD.
The advancements made in various sectors of Indian economy
are all condensed together in this form. The artwork highlights
growth, connectivity and a commitment to a sustainable future.
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The representation of contemporary business India in princely court