ANIMANIA | NOV 2010 One of Divya’s most ambitious ventures, Animania combines her curatorial skill and retail strategy. The exhibit brings together graphic artists from the global epicentres of design, namely Japan, Sweden, Argentina, USA and India to create animal portraiture. Working with unfamiliar concepts from Indian mythology, the designers are encouraged to express their individual take on animals through characterization which enhances an emotional connect between viewers and the selected endangered species. The collection of prints are then launched through Good Earth stores across India.
The format devised for Animania comprised of educational, experential and commercial platforms – reaching a varied audience through multiple touch points
Animania opened as an exhibit at Mumbai’s hip BMB Gallery and then travelled to New Delhi’s Lodhi Gardens - a verdant venue central to the entire city - and Select Citywalk’s arcade
The retail series was sold through the country’s much-loved homeware brand, Good Earth, Design Temple Colaba and other stores across the country
Argentinean graphic artists Leandro Castelao and Christian Montenegro were brought down to conduct design workshops in New Delhi and Mumbai. Organized for children from all backgrounds, the workshops aimed at deepening their emotional bonds with animals while introducing them to the world of unfettered imagination
Animania also made a signifcant contribution to Wildlife SOS (a NGO for animal welfare) through a percentage of all sales generated
Learn about animal art from the world’s best.” - Mid-Day, 2010