Reinventing Opulence with Concrete

FDT Bureau

In an exclusive interview with Surfaces Reporter (SR), Ajaay Srinivaas, Founder & Owner, Nuance Studio offers an insight on how his company is redefining the landscape of luxury with concrete.

Q1:  When did you start your journey, and what are you currently working on?

Ajay: At our studio, we specialize in creating exquisite and designer one panel, washbasins, furniture, and bespoke products for high-end homes, offices, and commercial spaces, all using cutting-edge concrete technology. We've been working with architects and designers for over a decade, primarily in India, with some exposure to international markets.

Q2: Concrete isn't often associated with luxury in India. What inspired you to bring concrete into the luxury domain, and what motivated you to start this venture?

Ajay: Well, in my previous experiences, I noticed that designers tended to view concrete as an aesthetic material. While concrete has a timeless appeal, many attempts to utilize it in aesthetics fell short. Recognizing this gap, I saw an opportunity to explore concrete further. Having a background in design myself, I developed a passion for the material and saw it as a perfect opportunity to embark on this journey.

Q3: Could you tell us about your previous business ventures? Are you still involved in them, or has your focus shifted entirely to concrete design?

Ajay: My family's incense business was more of a training ground, and while I started a ceramic business, it wasn't where my true passion lay. Those experiences taught me valuable lessons, guiding me to pursue what I'm truly passionate about. Currently, my focus is solely on concrete design. It has been thirteen years since I started Nuance, and I've let go of my involvement in other ventures.

Q4: Your work seems to revolve around bespoke projects. Can you elaborate on this approach and how you cater to the unique requirements of each project?

Ajay: Initially, we focused heavily on bespoke projects, but we realized the limitations in scalability. To address this, we introduced standard products while still retaining our love for customization. Many of our designs are module based, allowing for multiple configurations. While we do take on a few bespoke projects each year, it's the love for creativity and exploration that drives us.

Q5: Concrete offers a wide range of possibilities. Could you share some insights into the potential of concrete in architectural projects, particularly for architects and designers?

Ajay: Absolutely. Modern concrete is incredibly moldable, self-reinforced and versatile, capable of being casted into thin sections, as thin as 8mm going up to 15mm to 20mm; it can be shaped into intricate designs or sleek, contemporary forms. It can incorporate various inlays like metal, semi-precious stones, or wood, offering endless design possibilities. Personally, I believe we've only scratched the surface of what concrete can achieve in architecture and design.

Q6: Can you share any notable projects where you've explored the possibilities of concrete design with architects and designers?

Ajay: Certainly. Our collaborations with architects have resulted in a diverse range of projects, from fluid, organic designs to ornate and intricate structures. Concrete's versatility has allowed us to push the boundaries of design, incorporating innovative techniques and materials. However, I believe there's still much more to explore in this realm.

Q7: So you mentioned being one of the pioneers in your field. Could you elaborate on your collaborations with architects and designers across India and the projects you've been involved in?

Ajay: Absolutely. We were fortunate to establish ourselves early on, enabling collaborations with renowned architects and designers recognized for their creativity and projects nationwide. Among them are Rudraksh from Delhi, Sumessh Menon Associates and Muse Labs from Mumbai, and Aamir and Hameeda Associates from Hyderabad. These collaborations have afforded us the opportunity to work on projects for Fortune 500 company offices such as Microsoft, Facebook, and Google. Besides this we have also worked on celebrity homes and industrialist residences, making our journey incredibly exciting.

Q8: What are the primary applications of concrete in architectural projects, and what exploration is currently happening in this realm?

Ajay: The applications of concrete vary depending on the project's requirements. Our focus primarily lies in wall panels, which are used indoors for various spaces like bedroom walls, staircase walls, and walkways. There's a growing trend of cladding walls with concrete rather than traditional painting. Additionally, our washbasins offer both aesthetic appeal and functionality. All the products are suitable for indoor and outdoor use without requiring much maintenance.

Q9: Where are your products available in India, and how can interested individuals or professionals connect with you for collaborations or projects?

Ajay: We have around 12 to 13 channel partners across major cities like Delhi, Mumbai, Hyderabad, Bangalore, and more. Interested individuals can visit our website www.thenuancestudio.com or find us on Instagram @thenuancestudio to explore our works and innovations. We are always eager to collaborate with architects and designers to create something new and unique.

Q10: Could you provide insights into the material and technology behind your concrete products?

Ajay: Our concrete, known as Litheoz concrete, utilizes advanced technology which possesses high density, is lightweight and has a superlative surface finish. Developed in collaboration with a German technology partner, our concrete, branded as Litheoz, is tailored for various applications like wall panels, washbasins, and furniture. Our vision has always been to deliver world-class products from India to the global market.

Q11: What is the typical timeline for a project, from conceptualization to the final product?

Ajay: For standard products, we usually require around four weeks from conceptualization to completion. However, bespoke projects may take slightly longer, ranging from 6 to 8 weeks, depending on complexity. Some projects may extend beyond this timeframe, depending on their scale and intricacy.

Q12: Could you describe the infrastructure and facilities supporting your work?

Ajay: Absolutely. We operate from a factory in Bangalore, equipped with highly calibrated machines to ensure precision in our work. While we incorporate some handcrafting, our process is meticulous and sophisticated, ensuring the highest quality standards. This level of attention to detail does require some time, but the end result is always impeccable.

Q13: Considering the bespoke nature of your products, what kind of cladding options are available for outdoor applications, and what is the typical size range of your panels?

Ajay: Our concrete products are suitable for outdoor use, offering durability and weather resistance akin to natural stone. We provide both wet and mechanical cladding solutions, allowing for versatile applications in various climates. Our panels come in different colors and shapes and can also be used as ventilated walls, providing flexibility in design.

Q14: How is the business of design different from other businesses you've been involved in, considering your background in manufacturing and distribution?

Ajay: The business of design is inherently different, driven by creativity and innovation rather than solely numerical metrics. It offers daily challenges and opportunities for growth, making each day unique and fulfilling. While my previous ventures were valuable learning experiences, the passion and excitement I find in the design business are unparalleled.

Q15: Could you share any significant milestones or success stories from your journey so far?

Ajay: Certainly. Our journey has been marked by several milestones, starting from successfully developing our first product and gaining recognition from designers. Setting up a state-of-the-art factory and establishing exclusive display centers were pivotal moments. Setting up channel partners was another milestone. Collaborating with renowned architects and being part of prestigious projects further solidified our position. Our ultimate goal is to be a global player delivering world-class products, and each milestone brings us closer to that vision.

Q16: Where are your experience centers based?

We currently have one in Bangalore, and we are in the process of opening another one. Additionally, we have centers in Hyderabad and Delhi. Furthermore, we are in the process of establishing a standalone showcase in Mumbai. Altogether, we have 13 stores through our channel partners where people can experience our products.

Q17: What message do you have for aspiring entrepreneurs who are hesitant about the challenges of innovation?

Ajay: Innovation is indispensable in any field, driving progress and differentiation. While it involves costs and entails a learning curve, it is what sets businesses apart and enables them to evolve. I encourage entrepreneurs to embrace innovation as an integral part of their business strategy, essential for long-term success.

Q18: What is your message for Surface Reporter and its team?

You guys are doing an amazing job, the first time I heard about you guys many years ago, your name says it all, you have your niche and you know what you want to cover and that is really interesting. Thank You for covering us.