SCRIPT–A GODREJ VENTURE

AD Architectural Digest India|January - February 2020

SCRIPT–A GODREJ VENTURE
This brand from Godrej addresses a unique audience with its creations—people who unfollow tradition, believe in adapting to changing times and are never lost in a crowd

Offering a refreshed, urban take on furniture and accessory design, SCRIPT celebrates a new way of living. Combining beauty and intelligence, SCRIPT, the luxury brand, part of Godrej Group, makes furniture that’s interactive and suited to consumer needs. With this philosophy, the brand has created ecosystems that integrate various pieces of multi-faceted furniture, allowing a user to swiftly adapt to a new activity in the same space, with just a couple of pulls, pushes, shifts and lifts. SCRIPT channels this design thinking to inspire fresh, meaningful behaviour within homes.The brand’s products are intelligent, purposeful and aesthetically designed, entirely around the user, to give them a fluid-living experience that SCRIPT calls ‘Freedom of Living.’ It speaks to evolved, early adopters who live life on their own terms—the people who believe in a work-life balance and seek to break free from monotony. It crafts for the environmentally conscious folk who are fast thinking, adventurous and opinionated. Recently, the brand collaborated with RAW—an exclusively curated show bringing together the best of Indian aesthetics in furniture design and home decor under one roof. The brand’s display at the AD Design Show had onlookers deeply interested in its myriad, thought-provoking offerings.

1. THE JOURNEY

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January - February 2020