Live project | 4 weeks

 

Tanishq, the nationally reknown jewelry brand recently launched a collection called ‘FQ’ abbreviation for ‘fashion quotient’ (and phonetically resembling the widely used phrase ‘f**k you’), targeting teenagers specifically by showcasing a range of diamond studded jewelry with gold, copper and silver finishes, starting at Rs.500 going up to Rs.3000.

The FQ girl, would be portrayed as someone with a bright personality which is layered at many levels. Nobody can be described as just one thing, there are many aspects to a personality.

 

Also, considering the target audience, they are at a stage in life where they are in the process of self identification and undergoing many physical and psychological changes.

 

The product range put together with this aspect give rise to the concept of

‘who are you today’ considering five days of a week with the five categories of the product aligning them to five aspects of a person’s personality and a corresponding colour.

The concept of the kiosk is based on the keywords 'INSIDE OUT' considering the different emotions within one's self coming together to create a personality on the outside.

 

The final form allows an interaction of all the elements within the space in the 'inside-out' format, using the various faces and surfaces of the kiosk to display products in their ranges. There are coloured LED strips running through the kiosk to represent their product range subtly.