Script is a premium home furniture brand from the house of Godrej. It is a novel and urban furnishing line-up especially crafted for those aspiring to live an inspirational lifestyle.
With a purpose to uplift every experience and help people balance all their activities with the greatest of ease and joy, Script has an inspiring design story behind it. It is inspired by contemporary living and breaks free of traditional rules for an unbridled, intuitive and meaningful way of interacting with furniture. The premium furniture brand has been created with immense care and exquisite skill; it focuses on innovative designs and detailing, creating space instead of occupying. Script facilitates the concept of ‘Freedom of Living’ by delivering what we call a ‘fluid living experience’
What was the inspiration behind Script
Script is inspired by contemporary living. It aims to uplift every experience and help people balance all their activities with the greatest of ease and joy, Backed by strong design thinking method. Script as a concept came into being owing to the need for design led yet functional and intelligent furniture that allows one to create space instead of occupying.
Script is passionate about design. They are agents of change for a more empathetic, design-driven and interconnected world. With a disruptive design philosophy, unique designs and never-seen-before retail experience. Script will be the first premium design-oriented furniture brand that is highly attainable.
Changing lifestyles is what inspires Script!
What is the core brand idea?
‘New Living’ relates to new practices or ways of living, that is an answer to the challenges and aspirations of contemporary living. It denotes a progressive and optimistic approach to design for everyday activities and interactions within the home.
“Design” denotes the design-led approach of the brand, cuing both the purpose-built capability, and higher aesthetic quotient and craftsmanship of the brand. Apart from a unique look and feel, a higher aesthetic appealing tonality, Script is also positioned as a brand that supports new living. Script is a solution-based furniture that will not only support new activities but also new ways of exercising certain activities. It will be based on ecosystems that will define people’s lifestyles. Script will address categories like rugs, furnishing, soft linen, pillow, pillow covers, lamps, kitchen wares, bar ware, etc. It is going to be a holistic solution. All the products are going to complement each other so that they are not showcased in isolation.
Whom is the furniture designed for?
Script is targeted towards consumers who enjoy contemporary living. These consumers chart their own path and are completely independent from what mainstream wants them to think. A Script consumer likes to make their daily lives fun, do things differently and be seen as unique. Our consumers will be the design and technology savvy, progressive consumer who is comfortable with the changes in their living space ecosystem and require multi functional elements in their lives.
Why the same Script?
The thought behind this is the ability to script or create, to choreograph or to compose your activities and experiences within the home space.
What are the fabrics used to curate the collection?
We do not have a specific type or genre of fabric. The objective is to continuously innovate and create better and intelligent designs for our consumers who aspire a finer lifestyle.
How does Script remove the issue of shrunken urban spaces this issue while maintaining the aesthetics of the space?
Script products are designed in a way that they consume less space by using them is a multi functional way, while elevating the aesthetic quotient of the surrounding. For example our sofa named Let Harbor site literally is your anchor, as its comfortable seating remains comfortable no matter how long you spend time on it. With a headrest on either side, it not only permits but also encourages you to lie sideways, with your legs draped over the armrests.
The Sinewy Dining Table extends from a four seater to a six seater, ensuring you always have room for more-more dinner guests, more projects and more time together!
There is a bed that makes work from home a joyful experience without getting out of bed as Lagoon’s many features (from a large storage bench to a laptop tray to the tiny clothes peg) ensure everything you need is at arm’s length.
Encourage curiosity:
-> The store is designed such that is reveals just enough to generate the intrigue without revealing everything about the store.
-> Also the elements used through out the store are so unique that there’s always the need to know more about the same – be it the materials used or design itself.
The Brass story:
-> Godrej has a rich heritage in the brass, right from the early days of the locks and continuing with this tradition brass has been used subtly through the store.
-> The Terrazzo floors in the store are made by pouring concrete mixed with the brass dust and caps which was but the dust from the locks division.
-> The brass story continues in the little brass strips used in the racking fixtures or the grommets in the ground.
Empower and Enrich:
-> The store is very intuitive to go through and helps spend a lot of time discovering the products very simply.
-> Right from the wide ramp that can be stretched for the people who have difficulty in using the staircase to the displays in the store using simple fixtures that are able to both house various categories and create visual partitions through the store the design thinking makes the store journey both easy yet keeps consumer engaged as the products reveal themselves around the corner.
*It has very nice customisable fixture system, which is very versatile to accommodate any type of category to be display.
The Brand Immersion area:
-> The ground floor of the store is dedicated to explaining the brand philosophy.
-> The exhibit has the prototypes of the furniture with their back stories.
-> It is a interactive area which talks about the DNA of the brand, the design thinking that goes behind the brand, showcasing how the designers think, materials designers use. It’s the introduction to the world of script.
@Script, 2/11 W.H.S , Kirti Nagar Near Police Station, Delhi 11015
Nicole Nilakshi 