An immersive publication celebrating Chennai's cultural tapestry during the Margazhi season!
Project
Team
Avanti Natarajan
Year
Company
This project is an extensive, research-backed design initiative that meticulously explores and documents the rich cultural tapestry of the Margazhi festival. Through comprehensive field research, in-depth interviews, and detailed observations, this project aims to create an immersive and interactive coffee table book that captures the essence of Margazhi.
Timeline
Project Brief
To create a design initiative that captures the essence and significance of Margazhi, Chennai's December Season.
Introduction to Margazhi
Margazhi is a month of festivities and culture for Chennai, marking the beginning of the winter season in the Tamil calendar. It is a time when the city comes alive with music, dance, and art, as the famous Margazhi music and dance festival takes place.
The Margazhi festival is not just a series of events; it is a way of life for the people of Chennai. The early morning “Kolam” competitions, the melodious “Thiruppavai” recitals, and the energetic “Margazhi Utsavam” processions through the streets create an enchanting atmosphere that is unique to this time of year. It is not just a celebration of art and culture, but also a celebration of community and togetherness.
Field Research
Sabhas | Temples | Cultural Hotspots
The field research conducted for this project involved immersing myself in the vibrant Margazhi festival, attending numerous performances and events across various sabhas and temples in Chennai. I interacted with artists, devotees, and local residents to gather first-hand accounts and insights into their experiences and perspectives. This research provided invaluable context and authenticity to the illustrations and content, ensuring that the final publication genuinely reflects the cultural richness and unique spirit of Margazhi.
Project Objectives
The publication will incorporate interactive elements to engage the audience, such as audio clips of traditional music, 360-degree virtual tours of significant temples, and interactive timelines of Margazhi’s historical evolution.
Through digital illustrations and multimedia elements, the publication will visually depict the rituals, music, dance, and spiritual fervor associated with Margazhi.
Readers will have the opportunity to delve into the intricacies of Margazhi, including its significance in Hindu mythology, first-hand experiences of the festival’s contemporary expressions, and insights gained from field research.
Why Interactive?
Engaging the user
To truly capture the essence of the Margazhi festival, I aimed to infuse the project with innovative styles and creative designs that would elevate the users’ experience. These creative designs will not only enhance the visual appeal of the project but also allow users to engage with the content in a dynamic and experiential manner
Content
Finalized themes for the project
Margazhi In and Out
Celebration and Cultural Impact: The Transformation of Chennai during Margazhi.
Generational Perspective
Margazhi artists v/s rasikas
Margazhi days v/s night
Margazhi in temples v/s halls
Chennai during Margazhi
Chennai as a catalyst propelling tradition to younger generation
Sabha Hopping
Mylapore margazhi
Chennai Aesthetics
Humans of Margazhi
Musical instrument player
Autodrivers
Local vendors
A music or dance teacher
Tourist
A person with no music or dance background
A person who is new to the whole Margazhi
Field Research for interactivity
Book stores, libraries, publishers
Field research was conducted to gain a deeper understanding of interactive books and their immersive qualities. This involved exploring various examples of interactive literature, analyzing their design elements, and studying user experiences to inform the development of engaging features for the Margazhi project.
Illustration Style Research
Learning from Illustrated Books
Field research was undertaken to determine the illustration style for the book, encompassing a study of various artistic influences, from traditional Tamil artwork to contemporary illustration trends. This involved analyzing visual elements, exploring different techniques, and gathering insights to ensure the illustrations effectively convey the essence of Margazhi.
Please note: Till the project is published, all the work is NDA with Art Brew Creative company. Therefore this page only holds the scope of the project and a brief about the deliverables.
Style Explorations
The art style developed for this project is a unique blend of traditional and contemporary elements. Inspired by old Tamil comics, sketches, and illustration styles found in Tamil literature, the artwork captures the essence of nostalgia and cultural heritage. This traditional foundation is enhanced with a modern twist, incorporating contemporary design aesthetics and techniques. The result is a visually appealing and culturally rich art style that bridges the past and present, providing a fresh perspective on the timeless traditions of Margazhi.
Final Illustration
