Delhi: Mahindra Group today announced the launch of ‘The living history museum‘, a new world, a contemporary space at Mahindra Towers, Worli, Mumbai. More than a showcase of the past, the museum is designed to be a continuum into the future, linking the rich history of the past 75 years to its evolving present and undiscovered future. This is a one-of-a-kind initiative, like the Group‘s purpose and its people. It is a space where #PurposeMeetsDesign.
The museum is conceptualized by design and creative consultant, Elsie Nanji, and ‘eexperience’ designer, Harsh Manrao. It houses specially commissioned works of art that tell the story of Mahindra‘its fundamental values and principles, its various activities, its rich history and its future prospects. There are startling tales and charming details – delicately sculpted chalk figurines by Alijan Shaikh; assemblies by Sara Lovari; a mirrored and sliced Battista installation by Shahrukh Irani; “Dreamcatcher”, a kinetic sculpture by Jaideep Mehrotra; the original Formula-E racing car simulator and, among other things, animated films created by young illustrators.
Anand Mahindra, Chairman of Mahindra Group, said, “Just as life is not static, the Living History Museum is a living, breathing entity in the ever-changing world of the Mahindra Group. The museum celebrates the philosophy, DNA, core values and culture of Group and is a cornucopia of stories that define us, and I’m thrilled to see it evolve with the times and tell a brand story like never before.
The museum is a collaborative project involving various teams from the President’s Office, Corporate Brand, IT, Corporate Infrastructure Services working in tandem with the external design team as well as multiple artists and agencies of execution.
Speaking of the museum, Harsh Manrao, Director, Figments Experience Lab, mentioned, “The Mahindra Museum’s pluralistic narrative was conceptualized to celebrate success stories. 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 continuously updated. A timeless piece of experience-centric design, the museum is the beating heart of the Mahindra brand. »
Design and creation consultant, Elsie Nanji added again, “The spaces have been carefully planned to cocoon the viewer like a warm embrace, a perfect ambiance to absorb the message and details of the art within. The idea of curating stories over the last 75 years of the Mahindra Group and converting selected stories into a creative brief to inspire each artist was a difficult task. Never before has a large organization or brand told its story in such a unique way.
The architectural design of the museum reflects a nautilus, shaped like a spiral, which reflects the company‘s constant growth, expansion and renewal. The interior reflects a futuristic space with delicately balanced textures and light that seems to be in constant motion. A mutoscope shows a growing Banyan Tree video on a wall suggesting an ever-expanding group. There are objects and hype-boxes in space that move and react to touch. A beam of laser light, like a ticking clock, invites you to experience the present and step into the future.
The museum celebrates the Mahindra Group’s Rise philosophy. Stories of effort and triumph, of values, ethics and concern for community came to life. The museum was conceptualized as a space where people can come together to learn, share and interact.