A brand experience centre for a global tyre manufacturing company.
CONCEPT + RESEARCH
ARCHITECT: TALATI & PANTHAKY
A global tyre-manufacturer, Balkrishna Industries is the leader in the off-highway tyre market, specialising in segments like agricultural, construction, and industrial vehicles.
BKT has a long history in the field and has been a leader in the market for three decades. The idea was to showcase their growth and success in a history room at the company’s new state-of-the-art manufacturing plant in Bhuj, Gujarat.
The challenge was consolidating and streamlining the content available to derive a smooth flow and distribution of information. It was to be approached as an infographic exercise.
To create BKT’s history room, we had to be meticulous and take a variety of factors into account. We had to consider the structure provided by the architects, the imported installations and the digital interventions while defining the viewer’s journey.
Visually, the space is more than just a showcase of facts and history. The space tells BKT’s complete story in the brand’s voice. Our goal was to ensure that visitors enjoyed a holistic and experiential journey as they walked through the mini-museum. So, we decided to name it the Heritage Room.
Once we defined the content and space distribution, we created smart layouts by leveraging BKT Tires’ identity, especially the holding word mark shape and the brand colours.
A well-defined hierarchy of information, eye-level content and efficient communication design ensured a successful experience.
A state-of-the-art simulation of the company’s products was assembled to make the entire experience feel more like reality.
The printing was done on vinyl transfers that were carefully mounted on the matte Corian® marble panels and walls. This technique allowed the white spaces in the design to shine through the marble, giving the panels a stunning and sophisticated look.
The company’s history took shape as a curved timeline that broke the geometric structure of the space and provided some fluidity.
We documented key milestones and events on this timeline.
We designed and programmed an interactive digital presentation to continue the company’s timeline display. This was set up to be used in the future as well.