As one enters The House of the Devil, nestled within the intimate confines of Via Cesare Correnti N.14, in the heart of Milan, Italy, be prepared to be enveloped in a kaleidoscope of colours, scents and melodies—a sensory experience will transport you back to the bustling streets and markets of India. Maria Cristina Didero's curation and Gunjan Gupta's design envisions a captivating tableau replete as a microcosm of Indian life, pulsating with energy and creativity. On view from April 15 - 21, 2024, the INDIAN TINY MEGA STORE at Milan Design Week 2024 reimagines the essence of a traditional Indian supermarket within a compact space, creating an intriguing interplay of cultures.

With a curated selection of 21 products adorning the 18th-century wooden shelves, the store offers a glimpse into the beauty and ingenuity of Indian craftsmanship within a contemporary context. In conversation with the designer and curator of the solo show, STIR explores the innovative approach to cultural storytelling through design.

This design presentation showcases a collection that embodies New Delhi-based designer Gunjan Gupta’s design style that blends elegance, functionality and creativity. The designer pays close attention to detail, making each item practical and beautiful. These pieces are not just artefacts—they are meant to be used every day. Gupta's designs elevate ordinary objects into symbols of joy and festivity, urging us to find beauty in the simple things in life.

The Indian product designer’s creative process behind the collection pays homage to the legendary Italian creative Ettore Sottsass, infusing his vibrant colours with Indian influences. Gupta's deep connection with Sottsass's work and her admiration for India's colourful palette culminates in a special tribute showcased at the ongoing design fair. The collection features Gupta’s signature design elements, including combinations of enamel with pure brass that create visually appealing, exclusive pieces such as the Chai Stem Glass, Lota Tiffin and Bindu Thali.

"Ettore Sottsass is the grand master of Italian design, and India inspired him in many ways, particularly the use of colour," Gupta explains. "I feel an inherent connection with his work and the way he created his totem poles that resonates with the stacking of objects, which is a trademark of Ikkis."

Within the curated selection of 21 products at the INDIAN TINY MEGA STORE, the Indian designer showcases a fusion of traditional and contemporary elements, reflecting her commitment to celebrating India’s craftsmanship. The collection draws inspiration from the echoes of India’s beloved kirana shops. These quaint establishments, steeped in tradition, offer more than just goods: they proved an immersive experience where every interaction is infused with emotion. Gupta conveys to STIR, "We aimed to capture the joy of discovery through everyday objects, the celebration of life through colour, and the human resourcefulness seen in our pieces." Each product design celebrates the versatility and modularity imbued in Indian objects, reimagining them through a modern design lens while preserving their authenticity.

When STIR enquired about preserving authentic Indian forms and rituals in the House of the Devil without falling into stereotypes, the designer shared her approach. She highlighted on the significance of Ikkis, meaning ‘21’ in Hindi, which symbolises tradition alongside modernity. Their tagline, 'crafted for 21st-century living' reinforces this balance. Gupta aims to challenge the stereotypes at the design week, hoping for visitors to leave with a refreshed perception on India. She wants them to appreciate the craftsmanship without relying on typical portrayals, evoking memories of their travels while experiencing something new.

Gupta's vision extends beyond exclusive events, aiming to democratise design through projects such as the Ikkis collection. She explains to STIR, "Every design encounter internationally revealed a thirst for Indian design, yet there was a lack of an Indian contemporary design brand with a global vision. Ikkis was born out of a desire to share India's story, forms, and materiality with a wider audience in a more accessible way." By making the collection available through their website and shipping worldwide, Gupta aims to bring contemporary Indian design to a global audience, challenging the exclusivity often associated with design festivals like Milan Design Week.

The concept of the INDIAN TINY MEGA STORE aligns with Gupta's broader design philosophy, reflecting her vision for the future of Indian design within the context of the design event. By showcasing everyday objects such as the Indian lota transformed into contemporary pieces, such as a tiffin that deconstructs into three bowls enamelled in bright colours, or the reimagined Matka jug and Kullar goblet, Gupta highlights the beauty of Indian craftsmanship and storytelling. This celebration of design, craft, and manufacturing resonates with the essence of Milan, making it a vital part of one of the most important weeks in the design world. Collaborating with the product designer, Didero underscores Gupta's commitment to homegrown design, reshaping the perception of 'Made in India' as synonymous with quality and presenting a unique opportunity to reposition Indian manufacturing at a global scale.

The curator sought to create an authentic yet immersive experience for visitors at Milan Design Week 2024. "The goal was to establish a venue highlighting the wide array of Indian craftsmanship, with a specific emphasis on artisans and small-scale producers," Didero explains. Through collaborations with local artisans and producers, she ensures that the essence of Indian forms and rituals is preserved while avoiding stereotypes or exotic portrayals.

The choice to showcase Indian traditional crafts such as terracotta within the opulent setting of the House of the Devil in 5VIE was driven by a desire to create a captivating dialogue between different design aesthetics. This deliberate contrast highlights the cultural richness, authenticity, and exceptional craftsmanship of Indian traditions set against the backdrop of a worn-out Milanese building. By juxtaposing these elements, the design exhibition prompts reflection on the intersection of tradition and contemporary design, challenging conventional notions of luxury. This approach enhances appreciation for diverse artistic expressions and underscores the intrinsic value of materials, regardless of perceived hierarchy.

Milan Design Week attracts a global audience, providing a platform for initiatives such as the INDIAN TINY MEGA STORE to diversify design voices and narratives within an international context. "Promoting cross-cultural exchanges at events like Milan Design Week is crucial. This exposure allows the public to engage with diverse design sensibilities and aesthetic traditions that are sometimes overlooked in the mainstream design discourse," Didero asserts. By encountering a variety of design voices, attendees are inspired to embrace a global perspective and consider alternative approaches to design challenges. Such exposure can impact design trends, foster collaborations, and broaden perceptions of innovation and desirability in the design field.

Didero emphasises the collective effort behind the design installation which involved Gunjan Gupta's design studio WRAP, Ernesta de Cogliano's team at 5VIE, and other contributors. This collaboration highlights the importance of diverse design narratives and cultural appreciation. While rewarding, navigating the challenges inherent in large-scale events like Milan Design Week requires patience, empathy, and a shared commitment to understanding each other's perspectives. Through effective collaboration, the store comes to life as a harmonious platform celebrating the beauty and richness of Indian craftsmanship and design.

The experience offered by the INDIAN TINY MEGA STORE aims to spark curiosity and emotional connection among visitors. Gupta envisions visitors leaving with a renewed appreciation for Indian design without the overhang of past associations. She says, "I hope visitors engage with our objects, seamlessly integrating them into their homes, retail environments, and daily lives. I envision them embracing the idea of playful tablescaping with Ikkis, transforming décor elements into contemporary design objects. From Indian cinema to cuisine, saris, and Diwali, I want people to discover the 21 Indian archetypes of design on display, including the Lota, Matka, Kullar, Burni, Chai Glass, and more."

The INDIAN TINY MEGA STORE aims to spark curiosity and emotional connection among visitors. It also encourages them to think about design inclusivity, consumerism, and ethics. The store’s tableware lets people experience Indian culture in everyday moments like eating together, making it meaningful and approachable. Gupta’s contemporary designs offer a renewed perspective on Indian culture. The showcase at Milan Design Week 2024 presents an opportunity to savour a taste of India while in Milan.

Stay tuned to STIR's coverage of Milan Design Week 2024 which showcases the best of exhibitions, studios, designers, installations, brands and events to look out for. Explore EuroCucina and all the design districts—Fuorisalone, 5vie Design Week, Isola Design Week, Brera Design District and Porta Venezia Design District.