Rock Castle curates a walk through Pavilion for Trident Group, Steals the show at Bharat Tex 2024
by Mugdha Gaonkar Industry Watch | March 4, 2024 | Interview
Alok Nagpal Rock Castle Experiences Un-Ltd Trident Group BHARAT TEX 2024
With a keen eye for innovation and a flair for conceptualizing immersive brand experiences, Rock Castle Experiences Un-Ltd has carved a niche in the industry, setting new standards for immersive brand engagements and mastered in curating and delivering exceptional experiences.
Rock Castle Experiences Un-Ltd, a premier events & experiential marketing agency, recently collaborated with Trident Group at Bharat Tex 2024, where they curated a groundbreaking Pavilion that elevated India’s global textile expo to new heights.
Sharing his experience about working with Rock Castle Experiences Un-Ltd; Rajneesh Bhatia, CEO, myTrident said, “Rock castle team was bang on in turning our concept and thoughts into reality and I am super satisfied with the quality of workmanship, involvement in detailing and fantastic aesthetic sense which a luxury design brand like ours need. Not to forget the challenging timeline we had to bring this alive. The meticulous execution added an extra layer of excitement and engagement, ensuring that visitors left with this miraculous experience and a deeper connection with our brand”
Alok Nagpal, Founder & Director said, "At Rock Castle, we believe in surprising our clients with our passion, enthusiasm, and excitement. Our commitment for staying up-to-date with the latest technology, innovations, and productions ensures that we provide unparalleled experience to our clients and engage with the audience at an emotional level."
"There is no formula we follow, as every brand is different and we don't just do events or showcase products; we create experiences that resonate with our audience on a profound level. Our curated pavilion at Bharat Tex 2024 reflects our dedication to storytelling, detailing & precision to deliver a lasting impression on all who visit", said Pooja Dugar, Creative Director & CEO.
Beyond Bharat Tex, Rock Castle has left its mark on a diverse range of corporate events, trade shows, brand experiences, retail projects and IPs. Each endeavor is infused with signature blend of creativity, technology, storytelling that linger in the minds of audiences long after the experience has ended.
In an exclusive interview with EVENTFAQS Media, Alok Nagpal, Director and Pooja Dugar, CEO & Creative Director, Rock Castle Experiences Un-Ltd shares insights about positioning their company as a boutique experiential marketing agency, conceptualizing and designing the pavilion for Trident Group - Silver Sponsor of the BHARAT TEX 2024, future initiatives and more.
Q. Can you share any insights into the proposal or pitch process that Rock Castle Events went through to demonstrate its capability to conceptualize and design the pavilion for TRIDENT GROUP - Silver Sponsor of the BHARAT TEX 2024?
If we talk literally it's been a long journey with TRIDENT GROUP and trust has been built over the years through this association.
My Trident, their domestic arm is being curated with utmost passion and brilliant thought process hence the event concepts and experience needs an equally engrossed team who understands the brand and their design teams expectations very well. It all started with a brainstorming session a few months back, followed up with a mood board of the event which was designed as per the objective i.e. brand experience and trade bookings.
Once the mood board is set, then comes the time to structure the dream by shaping it up with graphical representation, 3D renders, layouting and aesthetic props which took a couple of weeks, followed up with a tentative estimate. With these kinds of mega set ups and very short timeline, you can never work on a fixed cost as it's not like a normal exhibition stall, but an experience. And here trust plays an important role for giving a free hand to work on creative inputs, sourcing of various props from across the country and optimizing all resources as we move ahead.
The Trident Pavilion was curated as a walk through Pavilion. The concept and mood board was laid down by the My Trident desing team.
At the entry there was a passport created for the audience walking in which has all though behind each of 8 zones.
About Zones:
Staring with ATULYA BHARAT & SANSKRITI which showcased collections inspired by Indianism and core values of India. Embellished with earthier props and Live Artist from Kashmir.
Walking on enter the WELLNESS & SPA zone which flaunts about the Mood indigo collection and the Amazing Yarn structure created by a special artist and Featuring the shades of blue along with luxury of Spa.
Next is SUSTAINABILITY which talks about the collection by an Earth lover and things Trident as a group adapts to keep the environment clean and making it a better place. For eg, Yarn and paper made out of eco friendly techniques and materials.
Take a break, time to grab a Coffee at the CAFE TRIDENT with a muddy atmosphere soothing music and meeting rooms.
Walk on to the next Zone DESIGNERS DESK showcasing the custome maniquines with prints of the collection for the little flambuyant ones.
Next to it is an exclusive zone by the known designers SHIVAN & NARRESH who has set up a trending collection for My Trident brand which talks about the richness of indian homes.
Last and be ready for an Awe effect while entering the DIGITAL BHARAT Zone which the brilliance of 360 degre Anamorphic experience of Trident story. Certianly cannot be explained but experienced.
Time to say bye to the Pavilion and walk to a cotton field and exit with smiles and awe in your mind.
In a nutshell, an agency's expertise, capacity to pull the show and intent to add value is what matters when you work on prestigious projects like this and it cannot be a price war only.
Q. How did you incorporate TRIDENT GROUP's brand identity and messaging into the Pavilion design? Could you elaborate on any unique features or elements within the Pavilion that set it apart from others at the event?
As we shared, My Trident's design team worked hand in hand in creating this wonderful walkthrough experience. It's not only the structure design, but the team has to dive into each collection of theirs to understand the kind of colors, theme, art installations and most important the props to be used for each section. So we spent a lot of time on designing and matching the unique props which will bring the grandeur out in our creation.
However I also believe that the master-pieces like this cannot be fully planned, but are a result of passion and constant hunger to achieve the best output within a limited time frame. It is a walkthrough pavilion and many vantage points to look for. Some of them are:
- Atulya Bharat Passport to enter
- Giant Swirl Structure at entry
- Hand picked props at each of the 10 Zones
- The Yarn Wall & Hand Print montage in wellness & spa zone
- The Wealthy Tree in Sustainability Zone
- Custom Mannequins at the Designers Desk
- The great collection of Shivan & Narresh for Trident
- The Big mirror Chandelier
- The Big Dark Audio Visual room with Anamorphic experience
Certainly if you need to control your AWE-SENSE you better take a break & enjoy the traditional Cafe.
I believe it can't be explained more, but only seen & experienced.
Q. Could you provide an overview of Rock Castle Experiences Un-Ltd and what sets it apart as a boutique experiential marketing agency?
At Rock Castle Experiences Un-ltd (www.rockcastle.in), as the name goes we just don't do events but work on to create an experience. Be it events, exhibitions and retail, we believe to start with 2 thoughts : 1) What difference can we make if we take up the project 2) How can we make it super impactful and align it with our client's objective, whether it is ROI, PR or Brand leverages.
Yes we are a boutique company and we prefer it this way as it gives us much more free hand to indulge and work with clients who value great experiences and understand the mind, body and soul that goes into it.
Q. What does the future hold for Rock Castle Experiences Un-Ltd? Are there any upcoming projects, partnerships, or initiatives that you can provide a sneak peek into?
Future looks very bright and we thoroughly believe in building great teams and ensuring they grow with us. Our bouquet of clients includes liquor brands, real estate clients, financial sector, Home furnishing, Luxury clients and hand-picked start ups. Hence a lot of excitement on the way with projects coming up in India & internationally.
One of the most exciting being Green Wheels Bike Festival, probably the biggest circuit cycling festival of India, an IP of Rock Castle Experiences, which will see its Season 5 coming this year. And Rock Castle is also gearing up to expand its footprint in the coming months.
As we say we are Rockstars All the Way :)
In an exclusive interview with EVENTFAQS Media, Alok Nagpal, Director, Rock Castle Entertainment shares insights about conceptualizing and designing the pavilion for Trident Group, future and more.
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