In an exclusive conversation with Verticaa Dvivedi, Editor-in-Chief, Surfaces Reporter Magazine Nuance Studio, led by its founder Ajaay Srinivaas, talks about bringing luxury to concrete designs! The studio focuses on crafting exquisite designer concrete panels and bespoke products for upscale residential and commercial spaces. The brand’s inception was driven by a vision to elevate concrete as a premium material, drawing from past collaborations with industry professionals. Nuance Studio blends bespoke design with standardized offerings, catering to diverse clientele needs. Noteworthy collaborations with Top Architecture firms and celebrities underscore the brand’s appeal and credibility in the design realm.
Specializing in wall panels and wash basins, Nuance Studio combines aesthetics with functionality for both indoor and outdoor settings. With a robust network of channel partners and cutting-edge Litheoz concrete technology, the studio delivers superior quality casted panels suitable for various architectural applications. The journey reflects a strategic shift towards design-centric operations, navigating challenges with a blend of passion and milestone achievements. Innovation remains at the core of Nuance Studio’s ethos, evident in the diverse product range that promises unique design possibilities and comfort. Captivating projects underscore the studio’s dedication to handcrafted excellence, tailored for discerning clients.
When did you start your journey, and what are you currently working on?
At our studio, we specialize in creating exquisite and designer wall panels, washbasins, furniture, and bespoke products for high-end homes, offices, and commercial spaces, all using cutting-edge concrete technology. We’ve been working with architects and designers for over a decade, primarily in India, with some exposure to international markets.
What inspired you to bring concrete into the luxury domain?
Well, in my previous experiences, I noticed that designers tended to view concrete as an aesthetic material. While concrete has a timeless appeal, many attempts to utilize it in aesthetics fell short. Recognizing this gap, I saw an opportunity to explore concrete further. Having a background in design myself, I developed a passion for the material and saw it as a perfect opportunity to embark on this journey.
Your work seems to revolve around bespoke projects.
Initially, we focused heavily on bespoke projects, but we realized the limitations in scalability. To address this, we introduced standard products while still retaining our love for customization. Many of our designs are module based, allowing for multiple configurations. While we do take on a few bespoke projects each year, it’s the love for creativity and exploration that drives us.
Can you share some insights into the potential of concrete in architectural projects?
Absolutely, modern concrete is incredibly mouldable, self -reinforced and versatile, capable of being casted into thin sections, as thin as 8mm going up to 15mm to 20mm; it can be shaped into intricate designs or sleek, contemporary forms. It can incorporate various inlays like metal, semi-precious stones, or wood, offering endless design possibilities. Personally, I believe we’ve only scratched the surface of what concrete can achieve in architecture and design.
Can you share any notable projects where you’ve explored the possibilities of concrete design?
Certainly, our collaborations with architects have resulted in a diverse range of projects, from fluid, organic designs to ornate and intricate structures. To mention few notable projects, one was with architect Aamir and Hameeda in Hyderabad, where we crafted a bespoke bar counter converging into a sitter for a high end residence. Another huge project was a 20 feet long conference table for Ultraconfidential.
Could you elaborate on your collaborations with architects and designers?
Absolutely, we were fortunate to establish ourselves early on, enabling collaborations with renowned architects and designers recognized for their creativity and projects nationwide. Among them are Rudraksh from Delhi, Sumessh Menon Associates an Muse Labs from Mumbai, and Aamir and Hameeda Associate from Hyderabad. These collaborations have afforded us the opportunity to work on projects for Fortune 500 company offices such as Microsoft, Facebook, and Google. Besides this we have also worked on celebrity homes and industrialist residences, making our journey incredibly exciting.
What are the primary applications and current explorations in the concrete domain?
The applications of concrete vary depending on the project’s requirements. We are primarily focussed on wall panels, which are used indoors for various spaces like bedroom walls, staircasewalls, and walkways. There’s a growing trend of cladding walls with concrete rather than traditional painting. Additionally, our washbasins offer both aesthetic appeal and functionality. All the products are suitable for indoor and outdoor use without requiring much maintenance.
Where are your products available in India, and how can people connect with you for collaborations or projects?
We have around 12 to 13 channel partners across major cities like Delhi, Mumbai, Hyderabad, Bangalore, and more. Interested individuals can visit our website www.thenuancestudio.com or find us on Instagram @thenuancestudio to explore our works and innovations. We are always eager to collaborate with architects and designers to create something new and unique.
Could you provide insights into the material and technology behind your concrete products?
Our concrete, known as Litheoz concrete, utilizes advanced technology which possesses high density, is lightweight and has a superlative surface finish. Developed in collaboration with a German technology partner, our concrete, branded as Litheoz,is tailored for various applications like wall panels, washbasins, and furniture. Our vision has always been to deliver world-class products from India to the global market.
What cladding options are available for outdoor applications, and what is the typical panel size range?
Our concrete products are suitable for outdoor use, offering durability and weather resistance akin to natural stone. We provide both wet and mechanical cladding solutions, allowing for versatile applications in various climates. Our panels come in different colors and shapes and can also be used as ventilated walls, providing flexibility in design. Dimensions starting from 450 mm x 50 mm go up to large formats like 2700 mm x 900 mm.
What is the typical timeline for a project, from conceptualization to the final product?
For standard products, we usually require around four weeks from conceptualization to completion. However, bespoke projects may take slightly longer, ranging from 6 to 8 weeks, depending on complexity. Some projects may extend beyond this timeframe, depending on their scale and intricacy.
Could you share any significant milestones or success stories from your journey so far?
Certainly, our journey has been marked by several milestones, starting from successfully developing our first product and gaining recognition from designers. Setting up a state-of-the-art factory and establishing exclusive display centers were pivotal moments. Setting up channel partners was another milestone. Collaborating with renowned architects and being part of prestigious projects further solidified our position. Getting featured in top architectural and designer magazines like Elle Décor and Architectural Digest. Our ultimate goal is to be global player delivering world-class products, and each milestone brings us closer to that vision.
Where are your experience canters based?
We currently have one in Bangalore, and we are in the process of opening another one. Additionally, we have centers in Hyderabad and Delhi. Furthermore, we are in the process of establishing a standalone showcase in Mumbai. Altogether, we have 13 stores through our channel partners where people can experience our products.
What message do you have for aspiring entrepreneurs who are hesitant about the challenges of innovation?
Innovation is indispensable in any field, driving progress and differentiation. While it involves costs and entails a learning curve, it is what sets businesses apart and enables them to evolve. I encourage entrepreneurs to embrace innovation as an integral part of their business strategy, essential for long-term success.
What is your message for SURFACES REPORTER® and its team?
You guys are doing an amazing job, the first time I heard about you guys many years ago, your name says it all, you have your niche and you know what you want to cover and that is really interesting. Thank You for covering us