Craft Betón Collection
Cement, always associated with cold, gray, buildings. In an effort to expand this idea, Dalmia Bharat, India’s fourth-largest cement producer, developed Craft Betón, an initiative to make cement appealing to users in their everyday lives, while expanding its range of consumers.
The goal, to create a brand identity by designing a collection of products in cement that would challenge preconceived ideas of material while being culturally sensitive to the Indian market.
Project developed during design residency
at Craft Village, New Delhi.
Cement, always associated with cold, gray, buildings. In an effort to expand this idea, Dalmia Bharat, India’s fourth-largest cement producer, developed Craft Betón, an initiative to make cement appealing to users in their everyday lives, while expanding its range of consumers.
The goal, to create a brand identity by designing a collection of products in cement that would challenge preconceived ideas of material while being culturally sensitive to the Indian market.
Project developed during design residency
at Craft Village, New Delhi.
In-depth research previous to the design process was key to create joyful and proper products for our audience.
Source:
The Luxury Market in India: Maharajas to Masses [G. Atwal, S. Jain]
Process:
A blend of digital manufacturing technologies such as laser cutting, 3D printing and traditional handmade techniques such as sculpting, where used to develop each product sample. Mixing processes allowed for very interesting results.
All products modeled in Rhinoceros and rendered in KeyshotFinal Products
A collection of over 10 products was developed these ranged from household items to lightning and furniture.
A collection of over 10 products was developed these ranged from household items to lightning and furniture.
The final goal, to humanize, change perception and add value through design to the cement.
Hikuri Table
Inspired in the shape of peyote cacti native from Mexico pays a tribute to a ancient local plant.
Inspired in the shape of peyote cacti native from Mexico pays a tribute to a ancient local plant.
Monarca Magazine Rack
Represents the metamorphosis and enlightment we achieve while reading and nurting our brains.
Ikebana Lamp
In the 7th century, floral offerings were made at altars. Later, they were placed in the alcove of a home. Inspired from the Japanese art of floral arrangement, this bouquet shaped lamp brings serenity to distant corners of a room.
In the 7th century, floral offerings were made at altars. Later, they were placed in the alcove of a home. Inspired from the Japanese art of floral arrangement, this bouquet shaped lamp brings serenity to distant corners of a room.
Discover the full collection here
This project culminated with a traveling exhibition across different states in India, such as Goa, New Delhi and Mumbai.
Serendipity Art Festival - Goa, India
Special thanks to:
