Indian luxury lifestyle brand Sarita Handa has been invited to be part of the Cannes lions Festival 2014. Animal prints and hand-embroidered patterns are the highlights of collection that will be displayed there
Visuals from jungle, desert and images of wild animals have found space in Sarita Handa’s cushion cover designs. Handa has been invited to be part of the Cannes lions Festival 2014, which kickstarted in France on June 15 and will continue till June 21. The festival is the home of great ideas that are changing the way brands interact with their customers. During the seven days, 12,000 people from 92 countries will discuss the future of creative communications.
Adding to its list of creative categories, the Cannes lions this year has introduced a new category, Product Design, that aims to recognise the applied use of physical products in aiding the communication of brand ethos. The focus will be placed on the product’s visual impact as well as its use.
From India, Sarita Handa brand has been invited by Cannes lions 2014 for submission in this new category for the first time. Her collection is all about exotic animal print. Rahul Puri, MD, Sarita Handa says, “Cushions as a decorative accessories have a boundless application in décor. The fauna collection cushions are a creative process of detailed embroidery by hand which is a dying art and has been revived painstakingly to produce flawless, textured and embossed patterns. The craftsmanship is so unique that it makes one pause to admire the exquisite needlework.”
The ‘Fauna’ collection has been inspired by the natural world as well as classic art based on tigers, leopards, zebras and monkeys. “The naturalist designs interest customers who like natural colours, materials such as wood and bamboo and have a desire to decorate their living rooms with visuals from the jungle, desert and Asian landscapes. The aim is to create modern textiles that also highlight old needlework techniques,” said Puri.
Participation in a festival like Cannes lions will help the Indian gain recognition worldwide. Puri explained, “Every product is a piece of art, created by skilled craftsmen who are exposed to international aesthetics. The brand’s strength lies is in the use of exquisite and detailed hand embroidery.”