Friday, July 25, 2008

Daram- an apparel store in Hyderabad

More interesting design news from Hyderabad & the designers at Eucalyptus! Shruti & Shaila have sent me these really cool pictures of 2 of their latest creative projects which I had to share with you'll. The 1st is for Daram- a new apparel store in Hyderabad which launched organic food from Timbaktu initiative : Dharmavaram
Daram is completely into handloom and now they also want to market the concept of food and clothing as one of the primary needs of the human being.
So what do Shruti & Shaila do as a to bring in the organic food element into the design of the store? They create this beautiful bird panel made with real grains demonstration graphically the very important role birds play in the farming. And guess what they dipped into for inspiration? They referred to the very famous 'Ek anek aur ekta' animation film which all of saw when we were kids :) :) You have to check it out here for nostalgias sake! Its a sad old print but what the heck :) This is how it looks from outside the store.
The other beautiful thing they have created is a panel for the residence of Raghavendra Rao, the famous Telgu film director.
It all began with this simple sketch.
And look at this stunning piece of delicate work. The cut work for this 9ftx9ft screen was manually done in the size of a rice grain.
Shruti, who has been following the comments closely has actually sent a close up of the intricate work. Brilliant isn't it?

22 comments:

~ ॐ ~ said...

oh boy !!!

wow !!!

LotusHaus said...

Amazing! I love the store, the handmade work, the birdseed artwork and the Ek Anek Aur Ekta video! (I wish it had subtiles, lol) Fantastic blog!!! Keep up the fab work!

small talk said...

i can't wait for them to open up their stores in mumbai!!

Rekha said...

I have been ooing and awwing at Eucalyptus and now Daram...Vineeta-keep posting more of such stores..I just love the collections they have for home decor..I wish I were in India right now.
Rekha

anrosh said...

you would be surprised to know that there are many stores (small ones ) with out fine art backgrounds with some amazing work.their traditional loom designs is just as wonderful. the andhra suburbs has a great textile trail. so does ahmedabad.and bengal and many more in india.

Anrosh said...

http://pankaj-atcrossroads.blogspot.com/2007/06/daram.html - i googled and this is what i found. married into a family of weavers (generations ago) my heart goes to them. these days the designers walk the ramp while the weavers and tailors are left out!
you are free to delete this and my last comment

Anaka said...

oh wow.. that's really intricate. Reminds me of the Sanjhi paper cutwork from UP, but this is obviously a lot finer.

megha punater said...

nice post vineeta,the best part was the video of ek anek aur ekta,all my childhood days came back to me.then when we were teenagers we made fun of the song and now the same song brings happy tears into my eyes.how time changes.

megha punater said...

nice post vineeta,but the best part was the ek anek aur ekta,it brought back all the memories of my childhood.and then when we were teenagers we made jokes about it but today it has brought happy tears to my eyes.how times change.

vineeta said...

Prashant! thanx for dropping by always :)

Lotushaus, its just fantastic to see you here, I love your work & your blog :)

vineeta said...

Small talk, you will just LOVE their work, if I remember your taste & if it still the same :)

Rekha, Yes I must say India is a great place to be in right now (and for me always :) Just come over fast :)

vineeta said...

Anrosh, I'm well aware of this, its just that I have not been able to spend much time or document their amazing work. And who knows this I might correct sometime down the line. I definitely hope to. My dearest wish is to travel India and just capture its ample traditional of arts & crafts.

vineeta said...

Anrosh, Thanx for the link! What you mentioned are the sad realities of rural India. Thankfully there are initiatives that work towards correcting this, but they are few and far between.

vineeta said...

Meghna, I swear :) That 'Ek chidiya' was 1st part of childhood then part of ridicule & now is just nostalgia. Thats why when they wrote to me they used it as ref, I put in the link. I'm so glad you checked it. I was hoping people would :)

vineeta said...

Anaka, Yes, the work looks quite gorgeous& completely intricate, i wish they had sent a close up, Let me see if I can request them for it & if they do manage to send it I will surely upload it.

Robyn said...

All so beautiful! The bird panel and the cutout....wonderful! I'm so delighted with the exciting artwork I'm discovering here. I will be back!

Annette said...

Hello Vineeta, what a fascinating blog you have made! I found you via 'A million Little Stitches' and I'm so pleased that i came!
Your pictures of Hyderabad have held me spellbound. Those birds made from seeds are wonderful. So much to look at, thank you.

shruti said...

hi all!! Thank you so much for the compliments!! well it just so happened that when latha,the designer from daram was giving us the brief for their organic food launch and their connections between food and clothing it just reminded us of those visuals from the ek ank aur ekta film and its famous dialog 'ab jugat lagani hogi!!' –we thought it connected very well with the philosophy of the organization of working with many craftmen in andhrapradesh. Both of us really got exited about it and we kept thinking how to connect it with our screens.... for a couple of days we were confused whether we liked mangoes from the films or birds.... and finally it struck us to start with seeds... and then those bird drawing happened... it was also very good to travel all the way to Timbuktu to see how the organization works.
-shaila&shruti

rajbuzz said...

This is really some real cool stuff. Glad you posted.
Another fabulous excuse for that long postponed drive to Hyderabad!

Anaka said...

Dastkar Andhra just had an exhibition in Chennai and along with their fabric and sarees they also had an exhibit of photographs that documented the entire process of khadi right from the cotton plucking to the handwoven fabric. The best part is the photos were printed on handloom cotton. The effect was beautiful.

saju said...

i like all those birds illustrations
nice

Krishna Murthy said...

I go to a place called Safe Foods in DD Colony http://www.perigreensafefoods.com/