TATA HOUSING – THE 88
THE 88 KOLKATA - A PREMIUM RESIDENTIAL DEVELOPMENT
Background: Tata Housing, a well-known name in the real estate sector, ventured into the premium residential space with The 88 Kolkata. Situated in one of the most sought-after locations in Kolkata, this development aimed to capture the attention of affluent families who value luxury and heritage.
Objective: To create compelling collateral designs that would attract expressions of interest (EOI) from affluent families in Kolkata and inform them about Tata Housing's foray into the premium residential market in one of the most prestigious locations in the city.
SERVICES
Sales Brochure
CONCEPT
The design concept for the collaterals was to blend the rich historical roots of Kolkata with modern luxury. The name "The 88" is inspired by the 88-degree axis on the map, symbolizing precision, direction, and the city's storied past.
KEY FEATURES OF THE COLLATERAL DESIGNS
1. Digital Screen Integration: The first collateral features a digital screen that activates upon opening, providing an immersive experience for potential buyers. The screen plays a concept story video about Kolkata, highlighting its historical significance and the roots of families that settled in the city during the British Raj.
3. Fan Fold Brochure: The second collateral is a fan fold brochure, with antique silver guilding on the top and bottom sides, mounted on 3mm kappa board. With 8 sides each, totaling 16 sides when fully opened, it gives the impression of a 200-page coffee table book when closed finished in black and silver edges. This unique design adds a touch of elegance and sophistication.
5. Visual Storytelling: Through a combination of vivid imagery, detailed maps, and elegant illustrations, the collaterals tell the story of Kolkata's evolution and the development of The 88. They connect the past with the present, emphasizing the premium nature of the project.
2. Historical Narrative: Both collaterals weave a narrative around the families who developed industries in Kolkata and chose this prestigious location as their residence. This historical context adds depth and emotional connection for the target audience.
4. Premium Aesthetics: The design employs high-quality materials, elegant typography, and sophisticated color palettes to reflect the luxury and exclusivity of The 88 Kolkata. The fan fold brochure features silver gilding on the top and bottom edges to enhance the premium aspect.
6. Interactive Elements: In addition to the digital screen, the fan fold brochure includes interactive elements such as fold-out maps, hidden messages, and tactile textures to engage potential buyers and create a memorable experience.
IMPACT
The collateral designs successfully captured the attention of affluent families in Kolkata. The immersive experience and historical narrative resonated with the target audience, leading to a significant number of expressions of interest. The premium aesthetics and interactive elements further reinforced Tata Housing's commitment to quality and luxury.
Conclusion: The 88 Kolkata collateral design project showcased the perfect blend of historical storytelling and modern luxury. It effectively conveyed Tata Housing's vision and established The 88 as a prestigious address in Kolkata.
