The Journey back to all projects
The Journey
The Journey
The Journey
The Journey
The Journey
The Journey
The Journey
The Journey
The Journey

Location: Noida, Uttar Pradesh, India

Project Work Status: Completed Projects

Client: Ds Group Corporate Museum

Project Completed: 2014

The DS Group grew from a small perfumery shop in Delhi into a large enterprise that continues to diversify and expand today. Wanting a dynamic museum to bring alive corporate history from their origins to the present, we worked with the client reconstructing their story and conceptualising an immersive narrative through visual and experiential metaphors where history and the aspirations of all generations come together in a compelling storyline.

A storyline was established, and we designed using the widest range of media - art installations, hand-made crafts, realistic mannequins, accurate replicas of period artefacts, VFX and SFX, specially composed music, all integrated into a programmed dramatic and emotional show, an artistic representation of the company's very essence and identity. The use of embedded technology emphasized different aspects of the story.

The Journey - the story of the DS corporate group is narrated as a powerful spatial experience in five sections, each unique in their treatments, experiences evoked, skills and technologies employed.

A conceptual holding area, the Forest of Fragrances depicts the bedrock of their business based on fragrances and their origins as purveyors of aromas. Inside an enchanted forest of eight fragrances an ambient soundtrack plays, embroidered and digital print fabric screens, inlaid stone pathways, wood-cut panels, handcrafted birds, flowers and a leafy canopy, motion-triggered scent machines, all make up the elements in the Forest.

The Introduction area leads in from the Forest, offering a glimpse into where the founder of the group worked. A theatre set recreation of the founder's actual office and laboratory has him represented in a life-like mannequin seated at his original desk.

Next, Chandni Chowk takes visitors on a walk through where it all began. A dramatic re-enactment of the primary founder's story beginning in 1929 old Delhi, recounts how a small trading enterprise becomes a large manufacturing concern. Designed as a modular theatre set, it moves visitors through events unfolding in an immersive timeline ending in 1969.

The next zone of the museum is the innovative telling of the corporate story from 1979 onwards, enlivened by a narration set in song. An encircling 360' cyclorama has 13 projectors beaming a film rich in computer graphics celebrating their dynamic spirit and growth, and their emphasis on quality, innovation and enterprise. The larger-than-life moving images transport visitors to the modern-day DS Group, a completely different world from the previous section.

Finally, the Treasure Room has the Group's products showcased like precious jewels in glass cubes, uniquely designed like their products. A modern streetscape with a futuristic look and feel emerges between the cubes. This section, non-linear and unprogrammed, highlights brand personalities through artistic installations, kinetic sculptures and digital interactivity illuminating their present businesses and new ventures.

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