Collection 1:The mood board emphasizes on simple handcrafted Scandinavian furniture. Most of these products come in bold and colour-coded compositions that speak a loud visual language amidst clean spaces.Others elements are picked from artworks of Scandinavian artists with a signature touch of simple-abstract illustrations. Whereas the rest of the references are picked from the quaint appeal of faded and worn-out facades of old buildings.
The first collection includes a set table-mats with co-ordinating napkins and cushion covers. This particular project was given so as to familiarise oneself with the clients, markets, aesthetics and design processes followed at Noorjehan.
The technique of screen printing was used to execute the designs on the surfaces of the mats and napkins. A collision of fresh lime with shades of grey have been implemented to get a dual characteristics in the designs.
Collection 2:The collection for Heimtextil 2014 started with working on the theme, ‘Core’. Core, simply put, is the part of an object or state, which is central to its existence or character. The mood of the visuals, works around elements, which are organic and raw in nature. The theme gives an essence of a melancholy that whispers imperfect beauty. The weary and distressed surfaces in the elements reflect longevity and strife in nature.
The second collection comprises a series of cushion covers based on themes of the raw and imperfect objects of animate and inanimate objects that surrounds nature. Variations of basic stitches were used to create texture while the moody hues of indigo was predominantly used to accentuate the melancholic theme.
Collection 3: The third collection encapsulates the diversity of ethnic folk arts and crafts through prints and machine embroideries. Reference images has been collected from various cultures to develop the vibrant set of products.
Collection 4: The fourth collection derives its aesthetic inspirations from vintage illustrations of flowers and plants. The individual images were then composed into collages to set a cohesive yet subtle printed surfaces.
Collection 5: The final collection collection plays around abstract graphic illustrations and eclectic colour palette. The theme was to portray the happy summer days along the coast lines.
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Home Furnishings: A project at Noorjehan Exports
The project comprises of four collections developed for Heimtextil 2014 and a collection for a buyer, John Lewis, while working at Noorjehan Exports in Gurgaon, Haryana. The collections were completed during a course of six months.
