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Modern Stage Service (Projects) brings WATER TO LIFE

MSS Projects has transformed Jaquar’s 1000 sqft Experience Centre in the capital’s NCR region into an immersive & interactive multi-sensorial adventure. PT documents the project.

Bathware manufacturer Jaquar’s corporate headquarters in Manesar surrounded by landscaped gardens and water bodies, spread across a 12-acre campus highlights Jaquar’s relationship with water and the company’s focus on sustainability and conservation.

The 12 acres also encompasses the manufacturer’s first Experience Center Spread across 10,000 sq.ft., which highlights the brand’s legacy and ideology of “sculpting water” in the most futuristic fashion. Designed by Bangalore-based Foley Design, the experience centre draws inspiration from the different “Rasas” of Indian classical dance.

The experience centre takes visitors through transitioning zones. The experiences are diverse, ranging from interactive floors, a dramatic reveal of the founders bust, inspiring imagery of the scale of the group, products and processes, the insular brand experiences of Essco (value segment), Jaquar (premium segment), and Artize (luxury segment), the architect’s engagement space towards the end of the journey - each defines a fragment of a beautiful revelation of the Jaquar group.

The venue has different zones and each zone represent different “Rasas” like Shringar, Hasya, Veeram, Shanta, Bhakti and Adbhut. Different flows of water are depicted in each zone. A space within these experience zones has also been created where upcoming architects can showcase their creative designs. Projection screens and a theatrical setting create a feel of awe and drama. The space is also planned to portray the future vision of the group.

MSS Projects delivers the multi-sensorial experience

Modern Stage Services Projects were contracted to bring to life a concept, The Art of Sculpting Water, as an experience centre for the Jaquar Group and the company has indeed succeeded in presenting every element and every detail in the experience studio to represent the brand’s core essence. A unique graphic style was defined, a new typeface was created and high-end state-of-the-art technology was used to create unconventional imagery like Interactive floor projections, Dome structure for image projections and Seamless wall and ceiling projections.

The challenge for MSS Projects was to make this into a multi-sensorial experience centre within 10,000 square feet by beautifully integrating art, architecture, and energy to aesthetically exaggerate the understanding, evolution, expression and connection between the brand and their visitors.

The force behind the projects

One of the largest equipment inventory companies, nationally, MSS World. is today a holistic 360°event engineering based solutions company headed by industry veteran Davinder Wadhwa.

When we talk about the lighting industry in India, the name Modern Stage Service (MSS) has played a pioneering role. Breathing life into the nascent lighting industry in India more than six decades ago was Mr. Chamlal Wadhwa, who made one of the first Indian theatre spotlights and established MSS in 1956. Down the years, the company was catapulted to an enviable position, as one of the most forward thinking lighting companies in the country by his sons.

Once a sibling-run business, two years ago Davinder Wadhwa opted out of the family business, taking with him a handful of brands moving his focus more into solution projects.

With the advantage of over 60 years of experience and 50,000 shows worldwide behind him, MSS World brands Modern Stage Services Pvt. Ltd and MSS projects today operates like a well-oiled machine.

MSS (Projects) provides turnkey solutions, which includes Conceptualization, Technical Design & Hardware to transform experiential spaces like Museums, Corporate Experience Centers, Entertainment Venues and Auditoriums into ‘wow’ environments and experiences.

Some core expertise of the company includes - Technical Design Based Services using specialized software; Video Server Management; Show Control; Audio Design; Lighting Design and Precision Implementation

We see maximum growth in permanent installations and corporate live events sector says Davinder Wadhwa. Talking about some of their bigger projects he adds, “In the last two years alone, MSS World has already done 40-45 theatres; in Mumbai we have done the Oberoi International school; in Delhi we have done the Jaquar Experience Centre and in Amritsar we have provided mapping and multimedia solutions for the Gobindgarh Fort. 3-D Immersive Mapping is growing more than 300-400 percent every year. People prefer to go in for mapping rather than just lighting because it’s cheap and aesthetically enhances any venue or event and all you need is two projectors.” Mapping is the future he stresses.

“We had done the GVK wedding last year using only projection mapping. We delivered five different setups for the venue-using mapping. Abu Jani designed the concept and this delivery allowed us to change the look of the venue, every five minutes, taking the guests through a journey encompassing the beautiful marine life to magical palaces and more.”

“Anybody can provide a projector but content is key and that is where MSS World excels,” he adds.

Heading the Projects Division of MSS Pvt. Ltd, is Davinder Wadhwa’s son Pratik Wadhwa who focuses on Technical Designing & Conceptualizing Events, Installations and Experience Centers.

Some of the international brands that the company represents (along with their own lighting brand – Sunlite) includes Christie, PR Lighting, Medialon, Enttec, Farbe, JBL etc.

Elaborating on his vision and long-term goals for his company, Mr. Wadhwa says, “My vision is not to be a master distributor, my vision is to constantly do new things and new kinds of projects. We never call ourselves as System Integrators, we always call ourselves as social colliders. Our vision is to realize and deliver any and every creative idea.”

Jaquar as a brand sculpts formless water beautifully in the form of its products; the language of the World of Jaquar therefore was defined by the moods stimulated by water in its various forms – as defined by The Rasa Theory. Each zone within the space, designed with lights, technology, audio and visual and artistic physical displays, were categorized as Shringar, Hasya, Shanta, Veer, Bhakti and Adbhuth, with their own surrealistic mood, story, experience, and atmosphere. The zones offer a look at the soul of the brand, its history, its growth, philosophy, product creation methodology and more.

Within individual zones, one can experience myriad expressions of being; of being inside a larger than life dew drop; of waking towards a bright light at the end of a tunnel, comparable to wading through waves of water; of reflecting the calm and serene atmosphere of a sea bed with the fragrance of moist air; and of floating dreamily under water. Each zone, a step towards understanding the depth of processes and the perfection and purity of the Jaquar brands through detailed views of their products, while emphasizing how the group has been a game changer in Indian bath fittings industry.

The technologies and equipment used by MSS Projects to technically deliver the above concept, are listed on pg28. All the Projectors were Christie and the Image Management and Display Control was provided by Dataton Products, namely Watchout Servers and Watchpax. An amalgamation of Auto Powering of the AV systems with Light and Synchronized Audio – a crazy 32 different streams of audio all synced to provide audio at all zones, Automatic Video and Images, Infrared Sensors, Motion Sensors, Interactive Floor Projections, Wide Curved Wall Projections, Dome Wall Planetarium Projections, Fog Screen Projections with Lighting, Rotational Effects, Trivision Panels, Holographic Cubes, 360 Projections, Touch Tables, Video Wall And Dynamic Switching has resulted in a stunning atmospheric automated experience, using Medialon Show Controls and an I-pad as the remote interface.

The centre immerses visitors with a multi-sensory experience, weaving all the elements - spatial, interactive, audio-visual content and technology into a seamless timed story-telling journey. This required creating a very clear timed road map from the very beginning, which included synchronization of light, sound and video accompanied by great content which became a brief for all the stakeholders throughout the process till the last milestone of actually converging into a ‘programmed show’.

The work accomplished by MSS Projects and the team behind this project comprising of Pratik Wadhwa (Project Consultant), Saurabh Sharma (Project Head), Vijay Sabhlok (Technical Director), AMO Viandier (Show Control Programmer), Nitin Jain (Light Engineer), Pawan Vishwakarma (System Programmer), Dhiraj Kalra (Creative Designer) and Vineet (Audio Programmer) breaks the barriers of conventional experiences, where the visitor is just a mere audience to an exhibit.

“There are challenges and then there is the Jaquar project aptly named the Art of Sculpting Water which took the vision of the flow of water, used technology to showcase its beauty and enhance the Brand Value. The main challenge lay in creating the immersive and interactive experience,” concludes Vijay Sabhlok.


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