Cannes Lions is the world's biggest celebration of creativity in Design and Communications. Benchmarking innovation, it's the home of the great ideas changing the ways brands interact with their customers. The 61st Cannes Lions International Festival of Creativity will be held from 15th to 21st June 2014 in France.
Cannes Lions has added "Product Design" to the list of creative disciplines awarded at this year's event; they have introduced product design into its awards programme, to highlight how important the design of products themselves is to building a brand and promoting it. From India, Sarita Handa - a luxury lifestyle Brand has been identified by Cannes Lions 2014 for submission in this new category for the first time. It is a very prestigious festival for the brand to be associated with and a perfect platform to showcase the brands key strengths - design, innovation, exquisite detailing and quality craftsmanship. The product design category aims to recognize the applied use of physical products in aiding the communication of a brand ethos as well as its use to have a positive impact on improving people's lives. Focus will be placed on its visual impact as well as the use and experience of the brands values through design.
Sarita Handa's submission for this category is the much appreciated Fauna collection decorative cushions, which has been inspired by the natural world of exotic wild animals as well as classic art based on Tigers, Zebras and monkeys. These naturalist designs interest customers who like natural colors, materials such as wood and bamboo and a desire to decorate with visuals from the jungle, desert and Asian landscapes. "With the brands innate sense of style and an extremely keen eye, the aim is to promote a wholesome brand experience which includes innovativeness and design" says Capt Rahul Puri, Managing Director, Sarita Handa. The result is to combine the love and inspirations from nature and initiate a creative process of detailed hand embroideries 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 embroidered animal skins are close to real and the right and perfect substitute for any animal skin or fur used for decoration. The brand promotes the use of such designs on natural fabrics like the 100% linen (a natural fiber) which has been used in the collection.
