Godrej’s new furniture brand Script is meant for modern living
Script, a new furniture and design store by Godrej & Boyce, captures the design idea of integrated living
A sofa and pouffe, nicely rounded around the edges, comes attached with a desk, an open storage shelf on one side and a low table on another. Its grey-blue upholstery goes well with the ash veneer of the desk. Called Ambit, it is designed for “families who like to work together from home", says Nagbhushan Hegde, a designer at Godrej and Boyce (G&B). “When families work together: parents are on their laptops, children do their homework, each in their own rooms. Or a dining table will get converted into a common workplace. The idea of Ambit was to help them stay around each other, allow different postures and organize their stuff," adds Hegde.
Ambit is one of the offerings at Script, a furniture and design store that G&B opened in Indiranagar, Bengaluru, last month. The 14,000 sq. ft store provides design solutions for living and dining, bedrooms, kitchens, rugs, lamps and other accessories “of utility", adds Rajat Mathur, business head at Script. Unpacking the psychographic study that they conducted before opening the store, Mathur identifies the target consumer as someone “who is progressive, expressive, well exposed to global trends...doesn’t disrespect tradition but is non-conformist and cares for good design".
Developing good design solutions has been the aim of various G&B initiatives over its 120-year history. In an earlier story in Lounge, we looked at the Godrej DesignLab (GDL), a separate department within G&B’s Mumbai headquarters that provides a platform for emerging as well as established independent designers to develop their ideas into marketable products. Script’s own extensive product range is based in design research on connected, integrated living, for creating ecosystems rather than isolated, individual objects, of making human-centred furniture that enables ease and fluidity rather than restricting life around the home.
Prices at Script range from Rs1,000 for accessories, to Rs10,000 to Rs1.3 lakh for Ambit Ecosystems.