ETHOS

we live to create impact through experience...

Humanity, today more than ever before, is homogenising at the speed of technology. As our collective memory transgresses bounds of race, culture, religion, nationality, it is important that humanness is enhanced by meticulously calibrated experiences.

At figments EXPERIENCE LAB, crafting experiences is a science that blends intention, transaction, and evolution. The raison d'être for each design at figments is to 'enhance humanness'.

Figments is a design & research laboratory, where human experiences are studied, analysed, calibrated, and designed.

design has two constituents: memory & recall...
what you'll remember when you encounter the design
and what you'll remember it for...

Phenomenological and ethnographic research methods constitute the bedrock of all design endeavours in the LAB. These methods reveal ‘the-hidden-in plain-sight’ and inform experience design.

Over the years, figments has developed an integrative metric called ‘seaPOETS’. The metric blends diverse concerns like sustainability, economics, sociology and technology. It guides the design in delivering measurable impact by providing a holistic view of the designed experience.

employing human behaviour to influence human behaviour...

The metric also highlights opportunities by recognising behavioural biases. These opportunities when capitalised, leads to introduction of NUDGES that positively impact the user behaviour, without forcing new behavioural patterns.

We design environment, objects and exchange to build consistent experiences. The work from the lab has been streamlined into three interconnected practices - Brand X , Community X and Object X. The studio also undertakes independent research projects and publishes insights.

Practices

In our lives, we never work, we merely put spirit to matter...
Brand X

Brands are built on trust. Brand experience must evoke the right memories and trigger a strong recall.

Sensitive design simplifies life and adds delight. In doing so, design must enhance humanness and also unlock value.

Brand experiences at figments cluster into three broad use cases: experience centres, flagship retail and workplaces.

Community X

Experiences have the latent power to bring marginalised communities into the mainstream.

Experience Design can revive neglected neighbourhood and empower underprivileged communities. 

Using experience design, the LAB has focussed on the renewing public spaces, developing rural schools, and experiences for the specially-abled.

Object X

While our interactions may be increasingly becoming digital, nothing can substitute the recall of human touch. Therefore, object experiences are being looked at in new light.

Self-initiated moon-shot projects, labelled HIDE (Haptic, Interactive, and Delightful Engagement) are a mainstay in the LAB.

The LAB works with varied stakeholders to design product & packaging experiences.

USE-CASES

The experience of creating an experience must remain an unforgettable experience.

LAKME ABSOLUTE SALON |  BRAND X  |

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AIRTEL 4G | BRAND X |

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APOLLO EXPERT | BRAND X |

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APOLLO PHARMACY  | BRAND X |

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My organic earth | OBJECT X |

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INDIHANDS | BRAND X || COMMUNITY X |

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CARATLANE | BRAND X |

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CEAT TYRES | OBJECT X |

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PT EVARA | BRAND X || OBJECT X |

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ADVANCED CARE BOUTIQUE | BRAND X |

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RIG | BRAND X |

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FIGMENTS STUDIO | BRAND X || OBJECT X |

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AQUACENTRIC THERAPY| BRAND X || COMMUNITY X |

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BASKIN ROBBINS. | BRAND X |

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HOLLAND & BARRETT | BRAND X |

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H. AJOOMAL FINE JEWELRY BOUTIQUE | BRAND X || OBJECT X |

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INDIA DESIGN MARK – 2012 & 2013 | BRAND X || OBJECT X |

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INDIA DESIGN SHOW | BRAND X || OBJECT X |

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LAKME – DIVA | BRAND X || OBJECT X |

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LAKME – LAKME FASHION WEEK| BRAND X |

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LAKME VFNO POP-UP| BRAND X |

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THINK SPACE NETWORK | BRAND X || OBJECT X |

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ZP SCHOOL WABLEWADI | COMMUNITY X |

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WYNK STUDIO | BRAND X || OBJECT X |

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Studio Figments is a unique synthesis of user-centric research, purpose-bred design and academic propagation of experience design. In their design(s) for India Design Council, they built their response around sustainability through judicious choice of material and sensitive detailing. Their work has contributed immensely to the promotion of design amongst masses and have elevate the standards of public design.
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I always look forward to my interactions with figments which are fulfilling on many parameters. I've specially enjoyed my collaboration with Harsh. He is a clear thinker, always willing to share and encourage others with his rich experience in the process of ideation and design. We shared our love for Japanese food and a vision of changing the world we live in - often challenged by the lack of a simple aesthetic.

Recognition

The most meaningful experiences are journeys shared with great partners...

Publications

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Clients

Core team

Life would merely be a sequence of fleeting moments, if it was not for experience.

Additionally our team has long- standing collaborators from engineering, textile, lighting, and graphics design. In absence of classical hierarchy, the studio is a melting-pot for specialisation. Each project draws effectively from the team's varied specialisation.