IHCL, the historic hospitality brand, invited our studio to design the launch communications and strategic way forward for their historic yet newly restored Palace in Gwalior - The Taj Usha Kiran Palace.

This project was a workshop for us to understand the language of Indian Hospitality, a lesson in tehzeeb, mehman nawazi, from the pioneers of the systems themselves - Taj Palaces. It started with a visit to the Usha Kiran Palace a few months before it opened its doors. We were accompanied by a historian to fascinating 10th-century architectural complexes such as the Mitavalai and the Padavali. It was a 3-day journey that allowed us to experience the cuisine, history and culture of the Palace in the context of its historic location - a very glorious Gwalior.  We used architectural motifs central to the Usha Kiran Palace, the protagonist being the eight intricately carved lattices that veil the walkway overlooking the gardens. This feature became the pièce de résistance - an example of Gwalior’s mastery in stone carving, its virtuosity on display in 15 centuries of architectural relics within an hour’s driving distance from the Palace.  Our process was less about designing and more about revealing - uncovering (much like the lattices) the inherent visual poetry within the Palace’s architectural and cultural DNA through images and words. While using the syntax of the brand language defined in the archives of IHCL, we innovated in its construction, lending our voice to the compositions and communications templates created. An exercise in strategy, understanding of culture, and writing, more than design, this project was one of a kind for us, with each letter and each pixel going through multiple filters of rigour and discernment.

The writing was as integral to the strategy and communication as the visuals, meant to echo the lyrical spirit of Gwalior, a city of music. Each phrase and tagline was composed to reflect the Palace’s unique blend of Maratha-Mughal hospitality woven into its cultural fabric. We drew inspiration from the serene temples, the Maratha-Nepali thali, the historical spots, and the atmospheric beauty of the Palace itself to create a narrative that captured the grandeur and legacy and brought them to life. Some phrases written for the communication:  Discover The Intricacies Of Royal Living A Royal Legend, Written In Stone Unveiling A Mysterious Medieval Marvel  Notwithstanding our association with the project, the Palace is a rare gem and must-visit for travellers seeking the region’s beautiful, historical, soulful, unexplored experiences.