Steelcase

India is a relatively unexplored territory for multi national contract furniture companies. Value propositions established in the US market do not always translate into different cultures and new markets.

The objective of the project was to identify cultural indicators, patterns, behaviors and markers that are unique to the Indian context around which business and design strategy can be formulated.

STUDIOFYNN was tasked with connecting with the emerging trends and cultural currents relating to work practice and how this manifests in the work place. Key shifts were identified based on in depth field analysis and documentary of working environments. The macro (socio economic) and micro factors (pertaining to work practice in the work environment) were studied and how a combination of these factors influences the current work practice and the anticipated evolution of work practice and the work space.

A wide variety of work domains were studied centering on Mumbai and Delhi to ensure the complexities and depth of regional and cultural difference were embraced. A synthesis was formulated to inform design, product planning and roadmaps for future product development.