Zone 1 - Legacy and Location Experience

Zone 1 became the first immersive touchpoint, combining Ajmera’s legacy and the Sion-Wadala location story.

Building the Legacy Story

The experience began with Ajmera’s textile mill in Wadala in 1968. With no original footage available, the team researched how Wadala looked during the 1960s, sourced relevant textile-mill footage, and treated it in black and white to establish the period.

The research extended to 1960s and 1970s newspaper clippings and stories around Wadala and Ajmera, along with information gathered from multiple client departments. The brand book, design principles, and color language were studied before developing the content strategy and storyboards.

Visuals were carefully matched to individual words and moments in the script, taking customers through Ajmera’s founders and journey, its evolution and developments, and eventually to Manhattan.

Creating a Contemporary Legacy Language

Rather than using the conventional real estate format of years, milestones, and projects presented on a literal timeline, the team developed a contemporary animation language to communicate the history.

Four to five iterations refined typography, animation behavior, transitions, composition, and visual language. The initial color exploration included jade and green before moving to Ajmera’s red, black, and white palette.

Red required particular attention within the enclosed environment. Its intensity could become overpowering and could also evoke emergency or warning signals. Through composition, contrast, transitions, and visual balance, the team retained the strength of the brand color while making it feel premium and controlled.

The legacy narrative was also structured into two films, approximately two minutes and five minutes, allowing the experience to adapt to different customer journeys.

Turning Location into an Immersive Experience

The location narrative transitioned from Ajmera’s legacy into the evolution of Sion-Wadala, focusing on connectivity, infrastructure, and future development, including Atal Setu.

Instead of a conventional static map, the team created a projection-led spatial experience around a custom concave projection table. The concept was inspired by a museum experience created for Messi, where a stadium was presented on a similarly concave surface.

Adapting this concept to Ajmera’s location story created a complex content-to-hardware challenge. Initial projections extended beyond the intended edges, requiring multiple rounds of content refinement, mapping, and on-site testing. Designers used physical references and images to continuously validate the projected geometry until the visuals aligned precisely with the table.

Technical Details

The zone combined:

• 20 ft × 10 ft P1.8 die-cast flat LED on a 3-ft riser
• Concealed Panasonic 7,000-lumen 4K laser projector with 0.78–0.98 short-throw zoom lens
• Custom concave projection table
• Centralized custom iPad application controlling the LED, projection, media playback, and experience flow
• Dolby Atmos surround sound and acoustic treatment
• After Effects for primary content production
• Illustrator and Photoshop for design development, visual exploration, and moodboarding

Zone 2 - Curved & Butterfly LED Experience

Zone 2 transitioned from brand and location into the Manhattan lifestyle proposition, bringing together the six-tower development, seven-acre unified podium, Manhattan-inspired architecture, amenities, wellness, sustainability, quality of life, and community living.

The experience also highlighted architectural and lifestyle details, including New York-inspired lampposts, gates, and lobbies, while showing how the unified podium could support different aspects of everyday life.

Designing for a 180-Degree Visual Field

The zone combined two distinct display formats: a 28-ft C-shaped LED that surrounded the customer’s peripheral field and a custom butterfly LED that created a secondary information layer.

The two formats required content to be designed simultaneously across different visual scales and surfaces. Typography, font selection and color, animation speed, transitions, positioning, and interaction behavior were all adapted accordingly.

Storyboards and multiple iterations were used to ensure that information could move across both formats without becoming disconnected or overwhelming.

Replacing Physical Interaction with Digital Control

The initial concept used a physical rotator for navigation. During development, this was replaced with a digital rotator within the iPad interface.

Customers could select individual topics on the iPad, triggering the corresponding content across the butterfly and C-shaped LED. The system also incorporated a seek function, allowing customers to move backwards or forwards through content.

Socket-based communication coordinated the selected icon, video state, and content across multiple displays, maintaining synchronization without visible lag.

Building the Immersive System

The C-shaped LED was designed around the room geometry to maintain a continuous visual field, while the butterfly LED required a custom physical structure and precise content mapping.

The displays, interactive console, and audio system were developed to operate as one integrated environment, with content and technology developed together rather than as separate production stages.

Technical Details

The zone combined:

• 28 ft × 10 ft C-shaped curved LED using P1.8 flexible LED panels on an approximately 4.5-ft riser
• 10 ft × 1.5 ft custom butterfly LED using P0.9 COB LED with custom mold and framing
• Central interactive iPad with a 16:9 interface integrated into the display system
• Custom software developed in Unity 6.3.14 with AV Pro for advanced video playback
• Multiple media controllers
• Custom Wi-Fi mesh and connectivity infrastructure
• Socket-based synchronization across the interactive controls, C-shaped LED, butterfly display, and touch console
• Dolby Atmos surround sound and acoustic treatment for controlled reverberation and clear audio