Kalki Koechlin & Anita Dongre inaugurate Godrej Interio Lounge at Lakme Fashion Week
March 2, 2012 Bolly-Freak 20461 reads 0 comments
Godrej Interio, India’s largest furniture brand, is all set to make a fashionable entry into the Lakme Fashion Week this year. The company opened its Design HQ Lounge on the first day of the fashion week and unveiled its designer, limited edition sofa range. The event was attended by Anil Mathur, COO of Godrej Interio, leading designer Anita Dongre and actress Kalki Koechlin.
Said Anil Mathur, CEO, Godrej Interio, “Our endeavour is to create new-age concepts and designs that will set trends in India. Design HQ will produce exclusive range of furniture for the discerning and design conscious customers of India, designs that will enhance aesthetic living and push the envelope on creative functionality.”
Anita Dongre has embellished the designs for the new range, which will be presented in its entirety in a fashion show on March 4th. Called ‘FreeStile’, the new sofa range comes from the stable of Design HQ, the Godrej Interio design centre. FreeStile is multiple unit modular sofa sets that can be arranged or rearranged for living rooms of different shapes and sizes. The exquisitely designed sofas can be experimented with as often as needed and allows use of individual creativity.
FreeStile range comes in five designs, and with only 30 pieces produced for each design, it is a intended to be limited-edition designer collectible. The range will be available at select Godrej Interio stores across India under the Design HQ sections.
Says Anita Dongre, “Designed by the best technical experts, I found their sofas very futuristic, I fell in love with it. I have just designed the sofa skin. In some I have used traditional Rajasthani butas, but done in a contemporary way. I have kept the colours very happy. For me, when you walk into a house, it should make you smile... beautiful bright colours make you happy.”
To engage with the fashionistas at the LFW, Godrej Interio has created a ‘Wall of Fame’ at the Design HQ Lounge, where personalities from the fashion world will create their own sofa designs, a picture of which will go on to the Wall of Fame.
The Lounge opening saw actress Kalki Koechlin and Anita Dongre create unique sofa designs for themselves. The two designs were the first to go on to the Wall of Fame.
Interestingly, the fashion show for FreeStile on March 4th will involve a first in the fashion world. The fashion show will use ‘Augmented Reality’ to unveil sofa designs on the ramp. The show will use a real fashion sequence, a real ramp walk, and real models to introduce the sofa sets which themselves will be three-dimensional projections on the ramp. Created by Augmented Reality technology and projected onto the screens, the screen will show models with the real-looking sofa sets.