Overview
IIJS Signature is the premier event organized by the Gems and Jewellery Export Promotion Council (GJEPC) in India, showcasing the world’s best and finest gems and jewellery.
A 2,00,000 sq ft jewelry exhibit requires a compelling story that will keep visitors engaged while they explore the gems, while creating a seamless experience by aiding proper navigation.
Strategy
The event invites over 800 global exhibitors and 20,000 international visitors. This was an opportunity to leverage on the culture and history of the host country with jewelry to promote trade and augment the diamond exports for India.
Jewelry evokes emotions and nostalgia. It is symbolic of our status and beliefs.
Hence, with the exhibit, we wanted to create a journey into history; into the royal era of India that was a story of unbroken tradition of personal adornment with motifs of power and vision.
Tactics
IIJS Signature 2012 echoed of India’s romance with jewellery, which began 5000 years ago. Historic miniature paintings of India were the inspiration for the exhibit.
Highlighted by meticulous illustrations of the royal era, flamboyant section-defining colours and poetic excerpts, the exhibit evoked a remembrance of the country’s glorious past.
Each section was represented by a “Rasa” or emotion, inspired from Indian transcripts and depicted by ornate illustrations. Distinct colours and graphic elements for each section represented on banners enabled effortless navigation through the show.
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Agency: Lemon Design
Designers: Mona Gonsai, Varun Manoharan, Vaidehi Patil, Love Chaurasia
Creative Direction: Dipendra Singh Baoni
Copywriting and Content Strategy: Arunima Agarwal
