New Delhi, July 17 (UNI) The street is a fascinating place. And for the artist – the poet, the designer, the

visionary, it is the anvil on which much of his art is forged.

'Indianama', a movement to spark the new Indian aesthetic, on Tuesday announced its 2018 edition, seeded in the streets of India.

This year, the platform will feature works of 71 graphic designers, cross-fertilised with vibrant street-side shops.

'Indianama 2018' will be a hip almanac of evocative ideas that features system identities conceived at and for the urban spaces and will be unveiled at the iconic Bikaner House on August 5, where it will be on view till August 25.

The design project, an idea and in essence a distillation of all that is vibrant, divergent, reflective, and humorous about our inner city intersections, is open to participation starting today.

Each designer will be paired with a shop/business owner to conceptualise, design and initiate an identity system for them.

This identity system will then be implemented on-site, with due supervision by the designer, if and when required.

Kunel Gaur, Founder Creative Director at Animal and the brain behind 'Indianama' explains, 'In India, just as much as our malls and high streets stand out, our markets with their vendors blend themselves in our daily lives to an extent of being inseparable. Still, design never managed to reach the streets, never became a part of the charming culture that street markets are all about. Hence, to truly transform the way India sees design, this year we’re taking design to India’s original showplace. We want to give access of good design to people who’ve never known what it can do for them.'

An initiative by Animal, an independent creative agency, 'Indianama' is a platform that curates and showcases the work of multi-disciplinary artists, across boundaries, with a single mission binding them together - to express India through their art, based on the different ideas, beliefs and principles they have about the common theme.

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