1 year ago| article
Watch the creation of the installation conceptualised by Brand Canvas here
May 14, 2014 11:04:00 PM | Video | Campaign India Team Share -
Indiabulls has created what is billed as India’s first ‘Corporate Art Installation’, based on the theme ‘The Rising’, to communicate the ambitious spirit that drives the group. The installation has been conceptualised by Brand Canvas.
A video on the project (above) explains how the agency created a customised die-cast for the injection moulding machine, using the colour green – Indiabulls’ corporate colour and the universal colour of money. A sum of 10,600 cubes were used. The Indiabulls Centre in Mumbai now houses the installation, in its 10-storey atrium space. The 50 (w) x 16 (depth) x 31 (height) feet installation weighs 6.5 tons.
The installation resembles a man with wings. From different perspectives, the installation also displays different currency symbols, symbolising Indiabulls’ roots as a financial services company.
Speaking with Campaign India, Prasanna Sankhe, partner and creative head, Brand Canvas, explained that the project took 14 months to complete, with eight months spent on fabrication alone. Partners include several specialists including structural engineers.
He said, “You have art installations sponsored by brands. But I don’t think a brand has commissioned and created a corporate art installation in India till date.”