SANGAM BIG CINEMAS IS INDIA'S FIRST POP ART INSPIRED CINEMA SPACE

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P a g e
LOKHANDWALA WAS THE FIRST AREA TO BOAST OF
THEMED RESTAURANTS IN THE SUBURBS
ART OF A
KIND
SANGAM BIG has had no formal training in art and
his work at Big Cinema's is acclaimed
CINEMAS IS for it defies all conforms of art cul-
INDIA'S FIRST ture. Largely influenced by graphic
styles, vibrant colours and texture,
POP ART- Jayesh has embedded the inescapable
ingredient of Bollywood in his design
INSPIRED space. With his theory in place and
CINEMA SPACE strong visual sense Jayesh tried to
create an experience out of the arts,
BY ARTIST by using this appeal of everyday life
JAYESH to enhance his works.
"Bollywood is multilayered — it has
SACHDEV FROM features of emotion, comedy, drama,
PUNE, FINDS ndheri's Sangam Big cine- hind its conceptualisation. the generation and is more Bollywood- action, dance and song. Inspired by
PURVI THACKER
A mas can boast of a unique
identity with reference to
its adaptation of pop art
for its interiors, a first ever space to
be seen in India. Designed by Jayesh
THE PARAMETERS OF POP ART
Pop art, as the name suggests is in-
spired by the zeitgeist and popular
culture of the time. A movement of its
centric and cricket oriented. In local
context, Bollywood is popular culture
as much as Amul butter or Maggi noo-
dles are. Pop culture can also be bor-
rowed from mass culture such as icon-
these many facets, I have created a se-
ries of large 30 feet works that resem-
ble a jigsaw so all elements are incor-
porated. Somewhat cryptic, my style
encourages a volume of interaction so
Sachdev, the cinema's striking interi- own, this art form began in the 1950s ic figures, comic books and advertis- that the audience can soak in different
ors are one of a kind in Mumbai and but gained momentum in the 1970s ing with an aim to project art as pop- levels of the hidden art,” he explains
also cater to contemporary culture. with the likes of Andy Warhol. It in- ulist as opposed to elitist. with reference to his featured work in
The genre of pop art amalgamated corporates elements like cinema to Big Cinemas.
with contemporary art to create a everyday items like commodities and THE SHEER GENIUS OF THE A blend of different art and design
cinema space that was exclusive in consumer goods. For a nation like In- ARTIST techniques, Sachdev has deviated
nature, was the main inspiration be- dia, the obsession is synonymous with Jayesh Sachdev, a designer graduate from using basic paint and has inte-
grated water colour renditions, pen
and ink, acrylic, oils, pencil doodles,
Bollywood posters and digital art for
his work.
FUTURE OF POP ART
Sachdev's prints adorning the spaces
Big Cinemas are an inspiration as
many other cinemas are following lead
and will be doing the same. Some of his
prints will be replicated in spaces like
lobbies and elevators, while in other
cities in India, there will be newer
works. Explains, Head of Design and
Brand Experience at Reliance Enter-
tainment, Archana Jhangian, "It must
be pop that we dispaly and we have tak-
en several big cinemas under the Big
Cinema's wing with a hope of using
this medium worldwide. There is no
one befitting that artist Jayesh Sachdev
for his works for Bollywood Walk of
Fame and personal exhibitions
worldwide have earned him
international accolades."
purvi.thacker@timesgroup.com