Problem: The advertising industry and its people consider it to be a ‘creative’ business.

In India, this may have been the case historically, but as of now it can simply be described as an anti-creative industry. With ruthless pressure, lack of direction and obviously time and budget issues, the sub-genre of fake award entries, endless projects and projects that never end - the day-to-day in advertising can make the finest of minds into expensive jams - and the best part is a lot of them won’t even know it.

Solution: A new-age office design model that transforms the corporate culture of advertising in India, into compelling creative culture.

• When the opportunity was presented to me to design my agency’s new 3000 sq.ft office for a capacity of 50 people, my design proposed an open canvas layout with no cabins, a space that would shape-shift to make room for creativity of all kinds - a space that would energise the core of the company’s workforce with inspiring creative culture.

• A space that functions as an office during weekdays and on weekends, becomes a place for exchange of ideas between the employees and guest creatives from all walks of life.

• The proposal heavily relied on a strategy that linked directly to the creative well-being of the people working here while being in positive interest of the company’s value system, identity and business.

• Design features include remote-controlled tables that rise to the ceiling along with the computers or any items on it, to make way for a free, open and continuous space.