Mahindra Group, one of the leading India motor companies has announced the launch of ‘Museum of Living History’ at the Mahindra Towers, Worli, Mumbai. It is a sheer vision of the future that has a picturesque past which carries the legacy of over 75 years. This project is an initiative that portrays the company’s objective and future prospects. Elsie Nanji, the creative consultant of the museum and designer Harsh Manrao have visualised the space as a house to special art pieces that depicts brand’s core values and principles classifying brand’s outreach and rich history. The details throughout the space that have been carved out includes chalk figurines by Alijan Shaikh, mirrored Battista installation by Shahrukh Irani, assorted objects by Sara Lovari and a kinetic sculpture by Jaideep Mehrotra. The collection also includes an original simulator of the Formula-E-race car and animation films made by youth of creative design.
Anand Mahindra, the chairman of the Mahindra group adds “Just as life is not static, The Museum of Living History is a living, breathing entity in the ever-changing world of the Mahindra Group. The museum celebrates the philosophy, the DNA, the core values, and the culture of the Group and is a cornucopia of stories that define us. I am excited to see it evolve with time and tell a brand story like never before.”
The design decodes fragmented elements throughout the space which is further explained by designer Harsh Manrao, Director of Figments Experience Lab narrates “The pluralistic narrative of the Mahindra Museum has been conceptualised to celebrate stories of success. Each section presents an evocative aesthetic blend of history, design, art and technology. The physical and digital installations have been curated to add depth to the stories and can be updated continually. A timeless piece of experience-centred design, the museum is the pulsating heart of brand Mahindra.”
Design and creative consultant, Elsie Nanji further added, “The spaces were carefully planned to cocoon the viewer like a warm embrace, a perfect ambience to absorb the message and details of the art within. The idea of curating stories over the last 75 years of Mahindra Group and converting selected stories into a creative brief to inspire each artist was a challenging task. Never before has a large organisation or a brand told its story in such a unique way.”
The architecture of the museum portrays a spiral shaped design that represents company’s growth throughout the years with constant renewal and expansion. The interiors reflect a pioneering space with a visionary design that plays in constant motion. The ever growing Banyan Tree video on a wall depicts the expansion of the company throughout the years. The motion censored objects and hype boxes in the space moves in response to the touch and movement. A laser beam that seems like a ticking clock is an innovative idea that strikes to the future of the company. The space overall is a story that embarks on the journey of the Mahindra Group that has achieved its goals through sheer determination, values and ethics over the years setting a perfect example of space where one can learn, interact and grow.