Client’s summary

Before tracking down the way VersionAbsolute Design Studio (VADS) garnishes VIVA Collage, a quick-brief observation of the mall will be a practical step. VIVA Collage is Jalandhar’s all under one roof shopping mall and one of the mega projects ever accomplished in Punjab. It is spread over an area of 3.7 acres land abutting NH 1 and indeed an exotic shopping corner. It delivers a complete larger than life perspective—one that creates excitement, fun, interest and most of all, a place to belong.

First move

VIVA Collage is a linear experience interspersed with multiple atriums connecting various levels. The architect has used a neutral palette of whites and greys for the interior finishes. In this, VADS creative team’s design intervention colour codes the various floors and adds the warmth of wood, creating a colourful, yet bold information system.

Design solution

In order to get the complete mall experience and keep the audience hooked, VADS creative team decided that there should be the right connect between the scattered product portfolio and offerings. Touching the feeling of Jalandhar, a culturally diverse city, it was determined that visuals and imaginary should be intuitive, easily understood and interpretable by the people of varied backgrounds, literary levels and age groups yet they get an elevated modern/urban experience in the region, which is traditionally driven and held by the clutches of culture. Entire structures were designed to connect well to the theme and linked to the mall atriums the true focal point. And the design translation into such a visual theme, which would transform the mood, was determined to be bright/dynamic and exciting. Overall elements revolved around a system having a multilayered approach that could be easily understood and followed, giving sensory delight—visual, touch, experience and emotion.

Zone classification & mapping

Zoning was done as it indicated the shape in which VIVA Collage opens up one after another, a much needed movement in the mall. Visual presentation of the ‘collage’ concept of ‘fitting in the right pieces together’ was developed through zoning.

In zone classification, attraction zones were classified as atria/below escalator arenas driven by fun/showcase of cultural art/craft, music and dance. Flounced across the ground, first, second and third floors were travel agencies, jumbo electronics, hypermart, restaurants, ethnic (ladies), shopping corners for kids, women and men.



Signage requirements

Way-finding signage requirements were segregated into five different applications—branding extension, external signage & installation, internal signage & installation, signage system and parking signage system. Covered under the branding extension process were mall-branding banners, store branding panels and wall graphics.

Sculpture and logo unit for the facade were designed for external signage in which theme installations (three-sided light box installation) for ads/revenue generation were also included. In absence of ads, the space would be used for mall branding. Landscape area of mall exterior, comprising metal fabricated totem poles, mall-branding flag banners and vehicular directional signs, was chosen to be the main location for all these external signage treatments.

Further for the external signage treatments, icon set was developed for the floor directory signage to identify store categories in lift lobby areas/entrances/exits, etc. Location identification maps were structured as directional signs to various amenities, staircase areas, emergency services, zone identification and zone circulation signs and cinema space labels. Seating installations were arranged with cube geometry with sitting surfaces and pillars branded with three-sided installations for revenue generation and branding.

Interior passage areas and junctions were well furnished with directional signs.

Identification signage units were designed suitably for corners like washrooms and information design for directional signage panel in forms of appropriately implemented pictograms indicating Drinking Water, Elevator, Baby Change, Exit and Information. In the parking signage system, a scrupulous array of main entry parking sign, external vehicular directional signs, basement parking sign unit, pictogram design for parking and instructional signage solution were appropriately fitted.

VersionAbsolute Design Studio VersionAbsolute Design Studio (VADS) in New Delhi is a leading design consultancy firm engaging in the process of conceptualisation, strategising, design and development of solutions for a given environment. This firm believes in adhering to the evolutionary and exciting, encompassing a range of design activities from architecture, interior designs to communication designs in the built environments. VADS always intends to provide a cohesive and a comprehensive design solution for the clients, from architecture/retail interior designs to graphic designs, often combining both the disciplines to value-add to the required products. For further exploration, log on to: www.versionabsolute.com