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Work / 2003-2010

ACADEMIC PROJECTS

SPACES DESIGN
- Exhibitions
- Retail Design

COMMUNICATION DESIGN
- Websites
- Graphics
- Motion Graphics
ACADEMIC PROJECT

Exhibition on

The Project was an attempt to showcase work of Andy Warhol


in a way that will help viewers understand the artist & his art.
Capitalist Society

Industrialization Media

Assembly line Dream of fame


CONSTRUCTION OF
CELEBRITY / CULTURE
Notion of
Production Human happiness
proficiency isolation Notion of
beauty
Notion of
Mass production Consumption for class
happiness, beauty, (celebrity
, rich,
class elite, affluent)

Communism / Atom bomb fear


Commodity-based motives
Exhibition on Andy Warhol
Medical science hope
Fear of individual
freedom
Culture
Self “Standard object”
NY:art & sexuality Early Pop FACTORY, 1963. Portraits, self/commisioed
Disaster &
car crash paintings

Social injustice.
Drug addicts segregation Andy’s film and video
Youth culture. Nuclear risk production

Skull and Mao:


Warhol return to
Genesis of Pop Art
painting
Childhood and
commercial work What is artist – his ideas
Inter/view
ANDY WARHOL What is art – his surface magazine

Figment : How should art be displayed – to the viewers Gun, Knives, Crosses,
Andy Warhol
His art and life.
Dollar Sign

Abstract as his interest

Andy Warhol’s refracted imagery

Time Self
Beliefs
Exhibition on Andy Warhol
POP

SYMBOL OF CULTURE
ENVIRONMENT Art
Systematically distorted information

Homogenization

Constructed cultures of America


Exhibition on Andy Warhol

The first space was conceived as a futuristic supermarket of mass media


imagery so the visitors could experience manufactured culture of America in
60s and 70s: the context
Exhibition on Andy Warhol

To showcase Andy’s work I created an environment like a busy New York street full of
billboards (events and images that reflected in his work) and erected mirror tower
(clad with his work) in center, a metaphoric representation of Andy’s action
- an artist who has reflected his times in his work.
Exhibition on Andy Warhol

While walking around the mirror tower visitors will see


artist’s work in context of the event that inspired the artist
- context will be reflected in the mirror.
Exhibition on Andy Warhol

After the visitors get acquainted with Andy’s work and


process of reproduction, the next journey is inside the
mirror tower (in a glass elevator) which symbolizes
journey within the artist’s mind - I have come to beilieve
that Andy had a dystopian view of future hence the dark
look & feel of space.
Exhibition on Andy Warhol

As visitors go down in the elevator they see the


images of Andy and the world of factory
Exhibition on Andy Warhol

The ultimate achievement of Andy Warhol was - making a mass


produced desirable commodity out of himself - the brand. Each
miniature mirror tower represents Andy and his ideas through his
quotes. The concluding space is conceived as a warehouse of
leftovers (a byproduct of consumer culture).
Exhibition on Andy Warhol

The Facade was meant to show - as if - Andy


was caught in the mundane world of mechanical
repetation.
ACADEMIC PROJECT

This project was set off with a question: how can one represent India in as
many ways as it is seen? marg.darshan
marg.darshan

Intuitively, I decided to look at


India as a cultural terrain.

Indian diversity – region festivals


– religion
myths and symbols individual life and rural scape /
living environment urban scape
Indian life – rituals ceremonies

multiple religions
marg.darshan

India is a diverse cultural landscape brought together by


the idea of tolerant coexistence of otherwise different
lifestyles and beliefs. The inspiration for such
coexistence I believe, came from the Hindu philosophy:
tolerance, non violence, selflessness, Karma etc.

This realisaton lead to re-articulate


my brief: REVIVE PHILOSOPHICAL
UNDERSTANDING IN
GENERATION NEXT.
marg.darshan

The importance of rituals to understand and


manifest transition in life, impressed me,
hence I decided to represent the FOUR
STAGES OF LIFE highlighting the various
rituals that one goes through. installation:
Interpretation of
Vivha
Space 5:
Interpretation of
installation: Sannyasa Ashrama
Space 2:
Interpretation of
Interpretation of
Karma/Artha
Brahmacharya ashram

Installation:
Space 1: Interpretation of
Interpretation of Awabhruth Snan
Samsara/maya installation: Space 4:
Interpretation of Interpretation of
Grahastha/kama Vanaprastha Ashrama
Space 3:
Interpretation of
Grahastha Ashrama
marg.darshan

The first space was an interpretation on


cultural crisis and urban chaos. MAYA
marg.darshan

Brahmacharya Ashram is a oath to attain


knowledge, understanding of the
fundamental principle of Dharma, build
character and learn to shoulder
responsibilities. In the same spirit this space
is to initiate viewer to pursue true
knowledge.
marg.darshan

Next space recreates the social arena in


which we have to commit our actions.
This space explains a social being and his
role to home and society. GRAHASTHA
ASHRAM
marg.darshan

When man and women unite through


vivah they form a complete being and a
grah/ghar which is not only a shelter but
a place to invoke divine blessings for
the grahasthas.
marg.darshan

Man serves society and earns to pay his three


debts (service to God; to saints; & to ancestors),
and enjoys life in accordance with Dharama-
Artha-Kama-Moksha. This space is to remind
visitors of attitude in which all actions should be
pursued. A potter’s action seemed to be an
appropriate metaphor to represents the idea.
marg.darshan

In Vanaprastha Ashram one gradually withdraws from active life and begins
devoting time to study scriptures, contemplation and meditation. Pilgrimage and
holy baths become a frequent action. I tried to create a experience of this phase
through partial-serene space that prepares you for the Ultimate.
marg.darshan

To explain the condition of Sannyasa the


conclusive space was designed to create the
experience of complete detachment from
worldly ties....: the metaphor I took was from
Gupha or cave (womb of mother nature) in
which a sage resides to understand the
nature of supreme.
marg.darshan

THE FINAL JOURNEY

40’
19’ 14’ 14’ 8’ 12’
8’ 8’ 10’ 12’

13’

335

37’ 26

66’

13’ 4 0’

56’
NOTIONS OF A NATION / Competition entry
This was a entry for Design competition
conducted by magazine “Indian Architect and
Builder” & “Tata Structura” to create an
architectural and engineering symbol for
contemporary India. It was selected among
the twelve finalist.

I interpreted present India as ‘reawakening of


an ancient civilization to the spirit &potential
of its youth’.The conceived architectural
symbol “a blossoming flower” is the
expression of ‘the glory of past, events of
present and hope of tomorrow’.
COMMERCIAL SPACES
Client: HCL
Brief: To Design the Ambience for Annual General Meeting
Client: W for Women
Brief: Retail Identity and Store Ambience
Client: Apollo Tyres
Brief: Retail Identity and Store Ambience
Client: Castrol
Brief: Retail Identity and Store Ambience
Client: Gems & Jewelry Export Promotion Council
Brief: Pavilion Design / 2007
Client: Gems & Jewelry Export Promotion Council
Brief: Pavilion Design / 2008
Client: Nexus Infratech
Brief: Pavilion Design / 2009
IIJS SIGNATURE / 2010

India international jewelry show is a annual


event organised by GEMS AND JEWELRY
EXPORT PROMOTION COUNCIL in Goa
since 2008.
Role: has been to work towards the over all
look and ambience of the event.
IIJS SIGNATURE / 2010
IIJS SIGNATURE / 2010
COMMUNICATION DESIGN
www.relfow.in
concept and interaction Design
www.relfow.in
concept and interaction Design
www.gramshree.org
concept and interaction Design
www.gramshree.org
concept and interaction Design
www.rajka.com
concept and interaction Design
www.rajka.com
concept and interaction Design
Swarnim Gujarat
concept and interaction Design
Swarnim Gujarat
concept and interaction Design
Identity Design

Client: Plink Client: Accomplish Change Client: Swas


Sector: Marketing Consultancy Sector: Hypnotherapy & psychotherapy Sector: Healthcare
Brochure Design

Client: XH20
Sector: Water Treatment
Brochure Design

Client: Swas
Sector: Healthcare
MOTION GRAPHIC / Knowledge Academy
MOTION GRAPHIC / IIJS -Indian tradition jewelry
MOTION GRAPHIC / Microgenix
MOTION GRAPHIC / Fibre 2 fashion
MOTION GRAPHIC / Microgenix
Concept and Animation Direction
Mayank Loonker

1, Setu apartment,
nr. C N Vidyalaya,
Ambawadi,
Ahmedabad - 06
Gujarat, India.

mayank.loonker@gmail.com