Tanishq, India`s largest jewellery retail brand from the house of Tata presents its exclusive collection, `The Chozha` in first of its kind immersive experience centre where Tradition meets Technology. The exclusive experience zone located at Palladium Mall, Velacherry road, Chennai is aimed to create highly immersive and personalized 3D experience for the audience with the Chozha collection inspired by the golden age of Chola dynasty.
The exclusive `Chozha` collection is inspired from 3 key pillars of the dynasty. The magnificent temple architecture which are embellished with stone sculptures and wall paintings showcasing the artistic prowess, cultural depth & unforgettable legacy of The Cholas. The Sangam poetry and literature denoting the `verses of the wise`; impact of which can be felt even today in Tamil literature. The Chola bronzes in the form of the symbolic coinage & sculptures with ornamentations epitomises grace, elegance and etherealism with divine mudras pulsating life into the sculpture. These have also been inspired by the indomitable women of the Chola dynasty who displayed characteristics of wit, valour & benevolence, just like the Pudhumai Penn of today.
The Immersive Chozha Experience
Through a customised immersive experience centre, customers immersed themselves in/with projection mapping content at the entry of the experience zone. The exclusive `Chozha` collection and its various inspirations from the Chola dynasty was showcased using Augmented and Virtual Reality. An interactive technology kiosk was created where users selected the intricate jewellery pieces from Chozha collection which was presented in 3D, creating a visual delight for the viewers.
The customers explored various chapters of the craftsmanship and the process of making Chozha collection a masterpiece through an interactive Chozha book where the digital projection book is controlled by hand gesture sensors. An intuitive augmented reality Chozha mirror has also been created where users are invited to be a part of Golden Age of Chola and wear different pieces of Chozha collection and celebrate the legacy.
Speaking on the occasion, Ms. Ranjani Krishnaswamy, GM-Marketing, Tanishq, Titan Company Limited said, “Tanishq has celebrated the cusp of classic and the contemporary, the rootedness of vintage with the flair of the chic. Our Chola collection is an interpretation of the glorious history into finely crafted jewellery for the modern Indian woman. To truly experience the pride of that era and the intricate craftsmanship which celebrates the art, architecture and literature of the jewellery, we invite you to an immersive experience where tradition meets technology. You can experience the grandeur of the chola dynasty and the deep design stories that have inspired a beautiful first of its kind jewellery that is befitting for the Pudhumai Penn of Tamil Nadu.”
Talking about the experience center Mr. Somommnath Sengupta, CEO of Inventech, A Laqshya Media Group Company, said, “To mesmerize the audience with the latest Tanishq Chozha collection inspired by the golden age of the Chozha dynasty, we created a customized immersive experience center at Palladium Mall, Velachery, Chennai. The commuters engrossed themselves in projection mapping content in the entry as they stepped inside the zone. To showcase the jewellery and its various inspirations from the dynasty, an interactive technology kiosk is created where users can select the Chozha collection and experience the inspiration in a visual delight of the Jewellery pieces in a 3D immersive way.”
