Godrej India Culture Lab organizes Museum of Memories

| Marketing | December 31, 2012 | News

Mumbai witnessed a unique confluence of art, culture and music at Godrej's Vikhroli campus on Dec. 15. Organized collectively by Godrej India Culture Lab along with other organizations like Junoon, Visual Disobedience, Brown Paper Bag and the myriad performers, artists and musicians of the city, it was a first-time-ever pop-up tribute to Mumbai called 'Museum of Memories.' This special one-day only event saw performances, music, theatre, live art, graffiti, videos, dance, robots, alternate reality games and more, including a user-generated museum of memories, all located within a 60,000 square feet empty Godrej warehouse, which was demolished the next day.

Participants visiting the event from several pockets of Mumbai enjoyed performances by various bands like Beginner's Luck, another being singer Geetu Hinduja, hummed along thumri and opera, enjoyed Urdu poetry and fusion dance. City artists like Aditi Singh and Sharmistha Ray created live painting installations at the venue along with special video art created for the location by artists like Meera Devidayal and Aalika Mahindra, among others. Visitors got a chance to ride in racing cars created by the students of RIIDL - KJ Somaiya innovation cell. There were also surprise interventions during the day like 'genda phool holi' by Himanshu Verma and a pop-up fashion show by a renowned artist and fashion designer. Celebrity hairstylist Adhuna Akhtar along with her B:Blunt team presented an installation made completely out of hair. Not just this, there were also alternate reality games, tea ceremonies, yoga demonstrations, etc.

Commenting on the initiative, Parmesh Shahani, Head, Godrej India Culture Lab said: "The first time I saw the warehouse, I was amazed by its beauty and its character. When I learnt that it was soon to be demolished, I thought of capturing some of its beauty by organizing an event at the warehouse that would be filled with memories. The warehouse would go, but the memories would remain. This is how the idea of a one day only pop-up museum came to my mind. I was inspired by the Sydney Biennale, which I went to two years ago, which was organized in old factories and have tried to create the same feeling in Vikhroli. Through this event we have tried bring together many different artists and performers to connect with each other and share with each other the spirit of togetherness."

Godrej India Culture Lab is an initiative by the Godrej Group that wishes to contribute towards building the intellectual capital of the country. It is a space for cross-pollinating ideas and people, and for having conversations that probe the textured nature of Indian modernity. It has hosted prestigious events and individuals in the past such as public lectures by the award winning Japanese designer Kenya Hara and the iconic Japanese architect Tadao Ando. Urban (Re)Imagination was a city wide large conference that celebrated Mumbai in January 2011. In addition, Godrej Culture Lab organizes several regular events at the Godrej Vikhroli campus. These include book readings, film screenings and special "Friday Funda" talks to which all employees of Godrej as well as the general public are invited.

The first of its kind 'pop-up' museum was built in Godrej's warehouse and was demolished the next day.

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