MTV

Environmental Graphics
  • Location / Bangalore
  • Collaborators/ Khosla Associates & Sampath (artist)

Infusing local flavour into a global brand: The design of the MTV office in Bangalore, created back in 1999, resonates with brand’s philosophy of celebrating local culture and music. Inspired by vibrant street graphics, quintessential to the urban Indian landscape, we repackaged the familiar in unexpected ways — creating an eclectic and unique space.

MTV India launched in 1999 with a path-breaking positioning, shaping youth culture, in the process. It embraced local influences into its programming, re-interpreted kitsch visuals and Indian sounds, giving back to young Indians a whole new, exciting version of their everyday.

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MTV India launched in 1999 with a path-breaking positioning, shaping youth culture, in the process. It embraced local influences into its programming, re-interpreted kitsch visuals and Indian sounds, giving back to young Indians a whole new, exciting version of their everyday.

The MTV office in Bangalore amplifies this idea, within the space. Larger than life Bollywood film poster art that used to pepper the urban landscape, is decontextualised and brought into the interior environment. A dying craft in India, hand-painted posters are being overtaken by quick and easy digital printing. We collaborated with film-poster artists, reinterpreting their craft, working between digital and hand-made mediums. A huge cut-out of the logo integrates the reception and workspaces, allowing for casual interaction and movement. A Warhol-inspired wall of popular South Indian actors is screen-printed onto discarded Polaroid cases.

A tight budget pushed us to be innovative with materials. An old auto-rickshaw is remodelled into a reception table, nostalgic colonial babu tables and chairs are recycled into workstations and a found barber’s chair becomes reception seating. Locally sourced, vegetable-dyed bamboo chatais makes for warm, customised flooring.

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