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GLOBUS
SPACE HQ
IN THE SPIRIT OF...
TIMELINE
9 months, 2023
NATURE
Capstone project guided by
Jonak Das and Hanumant Khanna
SOLUTION
Branded space
COLLABORATORS
VDIS (Production)
Shikhar Rustagi (Illustrator)
Noel Puthor (Illustrator)
AMBITION
To create a branded environment for Globus Spirits headquarters in Delhi by translating cement and glass walls into narratives that express the brand’s essence and provide immersive experiences.
CONTEXT
Founded in 1993, Globus Spirits Ltd has become a significant player in North India’s alcohol industry. The recent renovation of its headquarters provided a unique opportunity to transform sterile interiors into vibrant spaces that embody the company’s innovative and sustainable values. The project was centred on three visual engagement points: a photographic installation at the entrance introducing visitors to the brand, a foyer showcasing the company’s history and future, and glass panels emphasising core values through illustrations while minimising visual clutter. Collaborating with architects, illustrators, and a daring installation team resulted in an inspiring and collaborative experience.
THE PROCESS
A Collaborative Effort
I led the development and execution of the entrance installation and exhibition space. At the same time, my colleagues Shikhar and Noel contributed significantly to the ideation and execution of the illustrations for the glass panels. This collaborative approach allowed us to explore our concepts effectively and complete the project on schedule. This project however documents only my contributions.
RESEARCH
Concerns and Expectations
While the managing director was the primary liaison to express employee viewpoints in meetings, we opted for informal discussions with staff, fostering candid communication and uncovering insights often overlooked in formal surveys. All the insights were categorized as:
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Aesthetic Concerns
The space feels monotonous, lacking character, and has an unwelcoming entrance.
User Goal: Enhance the visual appeal.
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Functional Concerns
Partially opaque glass partitions are needed for privacy and reduced visual clutter.
User Goal: Improve practicality and efficiency.
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Messaging Concerns
Inadequate communication of Globus Spirits’ values and operations hinders awareness.
User Goal: Strengthen communication effectiveness.
USER RESEARCH
By analyzing research insights, we pinpointed strategic opportunities for intervention and categorized them based on importance to ensure the branded elements aligned smoothly with the user flow.
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User Journey Map
Aim: To assess user interactions and experiences in the space, highlighting pain points and opportunities for improvement
User Distribution Map
Aim: To analyze user distribution, traffic flow, and movement patterns.
TONE & VOICE
Every element from color choices to font selections, and imagery was meticulously curated to convey a sense of trust, modernity, and professionalism while subtly reflecting warmth, tradition, craftsmanship, and attention to detail—hallmarks of the brand.
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TYPOGRAPHIC SYSTEM
Focusing on flexibility, we developed a type system that accommodated lengthy paragraphs as well as concise points while preserving the grid’s integrity. Wavy line dividers and icons were added on individual panels for warmth and character. Final text sizes and placements were refined through rigorous onsite testing and user feedback. To ensure a seamless reading experience.
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MATERIAL PALETTE
The material palette was foundational to our design narrative, incorporating layers of subtle textures that integrate well with the existing environment. Our selection criteria prioritized practicality, availability, cost-effectiveness, and durability, ensuring a cohesive and functional space that embodies aesthetic appeal while demonstrating craftsmanship and resilience.
FINAL OUTCOME
Window to the Spirit
Inspired by column stills seen during the distillery visit, this entrance installation celebrates Globus Spirits’ grain-to-glass journey. Featuring 15 windows with curated images, and poetic lines, it creates an engaging interplay of light and reflection, inviting visitors to connect with the brand’s story as they pass through.
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A Labor of Craft
The exhibition space features a stunning bottle installation crafted by the director's sister, offering visitors a personal and immersive journey through the company’s story—its past, present, and future. Combining simplicity with intrigue, it features UV-printed text plaques, illustrations, 3d letters, copper accents, and a printed backdrop to showcase craftsmanship and meticulous detail creating a welcoming environment that connects guests to the heart of the brand while complementing the existing architecture.
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LEARNINGS
Embracing Constraints
While perfection is a worthy goal, it’s equally important to acknowledge the inherent limitations and uncertainties when transitioning designs from digital to physical spaces. Success lies in balancing meticulous planning with the flexibility to adapt and evolve throughout the project’s progression.
Taking the Lead
Despite logistical communication restrictions in a professional environment, taking a proactive approach is essential for effective stakeholder management. Engaging in informal conversations can lead to invaluable candid responses that may be missed in a formal survey.
Adapt and Thrive
Working in a professional environment demands the ability to wear multiple hats and set aside personal biases, fostering collaboration and versatility to effectively meet diverse team perspectives.