Arthat Studio and the transformative potential of collective creativity

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In conversation with Adgully, Jitendra Patel, Co-Founder, Arthat Studio LLP, shares the origins of Arthat Studio, being pioneers of anamorphic art installations in India, the creative process of Arthat Studio, impact of installations on the public, and much more.

What inspired the founding of Arthat Studio, and what problem did you set out to solve?

Arthat Studio was started by me along with my Co-Founders, Ashok Namdev, and Deval Vala. We kickstarted in 2017 with our cohesive wealth of experience across fine arts, advertising, animation, and films.

Our aim was to offer brands and companies end-to-end creative solutions, with art at its core. Art in India, the pure form of art, has still not been explored with new-age technology. Our idea to start Arthat was to bring in art in a way that the tech-first generation of today is aware of art and gets inspired by it.

With this core thought, the three of us came together and are now building Arthat Studio to cater to brands, agencies, and government authorities alike. From ideation to final execution, their comprehensive approach ensures efficient and effective creative services.

As pioneers of anamorphic art installations in India, what challenges did you face in introducing and establishing this art form?

Introducing anamorphic art installation in India presented a significant challenge, as it hadn’t been widely experimented with before. Convincing clients of its feasibility in India required strategic planning, including the use of design and 3D mockups to convey the vision effectively.

Achieving precise anamorphic art necessitated extensive research and development before implementing it on-site. Additionally, experimenting with various mediums to articulate specific subjects and concepts posed a continual challenge. Despite these obstacles, we have successfully installed anamorphic art installations for esteemed brands and organizations such as Melbourne Tourism, MP Tourism, Hyundai, Lexus, Adani, and more.

Are there any government initiatives that have benefited your sector or Arthat Studio?

Yes, there are government initiatives; but Arthat Studio collaborates with government authorities like ONGC, municipal corporations, and UNDP to promote tourism and raise awareness, even without directly seeking government benefits.

Could you describe the creative process that Arthat Studio follows when embarking on a new project, especially for anamorphic art installations?

We have a highly collaborative and meticulous approach to new project development. We involve the entire team in decoding briefs and ensure diverse perspectives are considered, leading to the best creative ideas. Creating 3D mockups or miniatures aids in client understanding and visualization, facilitating effective communication and decision-making. The various stages of pre-production and on-site installation for anamorphic art highlight the attention to detail and precision required to achieve desired results. From choosing the right technique and materials to precise measurements during installation, every step is carefully executed to deliver impactful artwork.

How does Arthat Studio incorporate technology in creating interactive experiences and 3D models?

We have a very well-balanced and thoughtful approach to integrating art and technology at Arthat. Rather than forcing technology onto concepts, we prioritize its integration when it complements the idea and enhances the overall experience. This approach allows for flexibility, as some projects benefit from minimalistic solutions while others thrive on technological enhancements for sensory experiences.

For instance, we utilized programmed lights for the Hyundai Venue car launch and that added a dynamic dimension to the anamorphic art, while the Kamasutra condom’s shadow anamorphic relied solely on the art form itself. By embracing both traditional and advanced techniques across digital content, space design, and physical art installations, we ensure a versatile and innovative creative practice.

What impact do you believe your installations have on the public and the spaces they inhabit?

Our focus while making art sculptures is always on creating installations in public spaces that provoke viewer interaction and spark conversations. By incorporating social commentary and raising awareness through art installations made from scrap materials like plastic, e-waste, and metal waste, we are not only beautifying spaces but also addressing important societal issues. Encouraging viewers to engage with the installations fosters dialogue and promotes greater understanding of these issues. Our approach goes beyond mere decoration, aiming to initiate meaningful conversations and inspire positive change in the community.

How does Arthat Studio address sustainability in its art installations and business practices?

At Arthat Studio, we take great pride in our commitment to environmental sustainability. It’s integral to our ethos to prioritize eco-friendly alternatives and avoid harmful materials in our installations. Beyond material choice, our installations themselves often reflect themes of environmental conservation, echoing the global push for sustainability. Take, for instance, our projects with Marriott Hotel, ONGC, WPP group, and Star TV, where we creatively repurposed textile waste, scrap metal, E-waste, and waste plastics, respectively. These endeavours showcase our innovative approach to promoting sustainability while delivering impactful and thought-provoking installations across various projects.

What advice would you give to aspiring artists who wish to merge creativity with commercial viability in fields like advertising and architecture?

Focus on mastering your craft, understand market needs, collaborate effectively, stay innovative, balance creativity with practicality, build a strong portfolio, and network actively to merge creativity with commercial viability in fields like advertising and architecture.

What future projects or directions is Arthat Studio exploring, especially in new forms of art or technology integrations?

We at Arthat are continuously exploring new avenues in art and technology integration. We are particularly interested in further innovating our anamorphic art installations, scenography and exploring immersive experiences by blending technology in infrastructural development for brands and government organizations.

Additionally, we are looking into incorporating sustainable materials and techniques into our projects, aligning with our commitment to environmental conservation. As we continue to push the boundaries of creativity, we aim to deliver even more impactful and forward-thinking projects that captivate audiences and drive positive change.

Expanding vision

Arthat Studio now aims to build a robust community and platform for artists on a larger scale. By fostering collaboration, networking, and knowledge-sharing, we seek to empower artists to thrive and innovate collectively. Through this platform, we aspire to create opportunities for emerging talents, amplify diverse voices, and facilitate meaningful connections within the creative ecosystem. Our commitment to nurturing a vibrant artistic community reflects our belief in the power of collaboration and the transformative potential of collective creativity.