Experience the High-Life at The 42: Kolkata's Iconic Residential Masterpiece

Execution

For an iconic structure, the treatment of the EC had to be iconic as well. To create that sense of personalisation and exclusivity we chose to build our centre on the 24th floor of an under-construction tower. It added an experiential thrill to the whole exercise.

Our narrative began with a heritage wall, created by laser cut and perfectly lit elements to inspire pride in the grand old city’s history and architecture. Located at the heart of the city, with views of iconic structures like the Howrah Bridge and Victoria Memorial, this wall emphasised the property’s centrality and cultural significance.

To ensure we hide all distractions, we set up the centre in as a long, continuous narrative.
The idea was to not reveal panoramic views from the property until the customer had absorbed and interacted with the entirety of the features and USPs on offer. For that last breathtaking view we used sensor controlled windows that would slide up by sensing a customer’s movements.

After the heritage wall we created a Credibility Zone, a cave-like fixture, operating a gesture controlled eBook that would offer news clippings, timelines etc in an interactive fashion.

The Credibility Zone led to a larger open area, where an 8-feet tall model of the tower vanished into an infinity roof. Other elements included two-enabled applications, a large 33 feet wide curve screen playing a 3 min film. Further models of floors, clubhouse, exhibiting elevation and interiors, were embedded into the walls adding to the immersive nature of the environment. A final Virtual Reality zone provided customers and immersive 360 degree tour of the interiors and exteriors with the help of a VR headset.

This Centre attracted the attention of the press, won accolades and awards and was dismantled after the entire inventory had been sold out.