Elpro City Square

Roy.Studio
Dec 21, 2019 · 3 min read

Place branding for a mixed-use development in Pune

Elpro City Square is a mixed-use development in Pimpri Chinchwad, Pune. Comprising of a retail center, offices & community spaces, the development is part of a larger planned township that has residential housing, schools, and offices. It is also the only development of its kind within a radius of 12kms offering diverse retail & entertainment experiences.

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We worked closely with the management & the development team to create an integrated placemaking experience that creates a framework for the community to come together. While retail remains a large part of the experience, a conscious effort was taken to create spaces & festivals that ensures a strong connection with the local community.

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The township of Pimpri Chinchwad was also a part of the Yadav Dynasty between AD 850 to 1310 & the municipal town was created during the1970s.
PCMC as its colloquially called was home to several key industries — among them Elpro. PCMC is also the birthplace of several prominent freedom fighters during India’s struggle for freedom & is home to several remarkable architectural and historical landmarks.

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density & building impression of PCMC
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PCMC features several remarkable architectural juxtapositions like this within the village

Large outdoor plaza with predefined spaces for community festivals, a 200 seater auditorium, food truck park & outdoor kids play spaces are some of the destinations that have been created as part of the larger experience.

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The identity itself is designed to create a graphic vocabulary based on the
4 key aspects of the development.

The logo also creates a visual vocabulary — with the graphic shapes allowing a wide variety of usages — from patterns and shapes to masks & vignettes which allows for a great deal of play within a consistent framework.

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The wayfinding system within the development uses the same identity graphic system to create a consistent signage theme that runs across
the center.

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Part of the tenant communication system — along with the tenant manual a wide variety of structured formats & assets were created during the leasing stage of the development
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Website Design
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prelaunch campaign

We continue to engage with Elpro City Square to build festivals & event properties that bring the community together and activate the various destinations created as part of the program.

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