Our studio was entrusted with an ambitious challenge: to crystallize the essence of AD100 interior designer Pavitra Rajaram's practice into a digital language that transcends traditional portfolio presentation. Recognizing that design is a language far more profound than visual documentation, the studio set out to create a digital ecosystem that breathes with the same complexity and curiosity inherent in Rajaram's work.

In this highly collaborative exercise, we've embarked on a journey with Pavitra Rajaram Design, repositioning the practice's digital presence as a catalyst for storytelling by leveraging Pavitra's unique design philosophy as the core infrastructure of the website. What was once a conventional project showcase has now become a model for narrative exploration.

This transformation ultimately developed into a digital experience, featuring design elements that remain practical yet flexible for future evolution. Art direction and digital treatments were intentionally crafted to deviate from traditional interior design presentations, providing the site with a distinctive visual language.

It became evident that the website would need to be more than a mere archive -it needed to be a living, breathing representation of her creative universe. Much like Rajaram's desire to be exploratory as opposed to linear, we crafted a journey that created a continual path of discovery for users without sacrificing the opportunity to communicate her core narrative. Whether a user's attention is initially caught by project details, cultural references, historical contexts, or artistic inspirations, each piece of content is linked to something else within the site's infrastructure, creating an endless loop of curiosity.

This approach to digital has allowed PRD to communicate the depth and breadth of the practice at scale, while leveraging their unique working process that seamlessly intertwines culture, history, and design, regardless of medium.