Experience Design: Dr. Kallam Anji Reddy Memorial
How does one pay tribute to a man who is an institution? A space experience designed to inspire people with thoughts & legacy of a life devoted to leadership, development & giving.
By ASHISH DESHPANDE
“Everyone has a purpose in life and an unique talent to give to others. And when we blend this unique talent with service to others, we experience the ecstasy and exultation of our own spirit, which is the ultimate spirit of all goals.” – Late Dr. Kallam Anji Reddy
Dr. K Anji Reddy had a dream, to make bulk drugs available & affordable to common people. With zeal and an inspiring life journey, he made the impossible a reality. A shade of his dream, enterprise and dedication is presented at the 1.2 acre site located in Miyapur, Hyderabad, Telangana, India.
The site is a subtle weave between the location, the architecture, landscape and the story of Dr. K Anji Reddy. Conceived to celebrate his life, the memorial architecture is the work of Mindspace, Ar. Sanjay Moghe and the experience layer has been created by Elephant Design. Architecture is a non-building, nestled within the natural surrounds, preserving the serene atmosphere. At Elephant, the design team had a challenge to build a layer of tangible experience in the memorial over the architect’s cognitive approach toward the design of the space.
The story of Dr. K Anji Reddy unfolds through distinct vistas and journey paths within the space. It begins at an inspirational level as the story unfolds in layers over the chiseled Mont Blanc stone used at the memorial, leads down a path of enlightenment & discovery, unfolds as an entrepreneurial journey inside a series of pavilions and settles reflecting over a linear water body ending as a meditative Samadhi.
Touch points were woven through the space keeping visitor journey in mind. There is always a take away whether it was a 1st time or a regular visitor.
Inspiration layer
This layer brings about the strength of character and the calm through inspiring quotes and text chiseled into stone-clad spatial dividers. These inscriptions tell the story and bring forth very subtly those words of wisdom that drive the spirit of human achievement through Dr. K Anji Reddy’s mind.
The font chosen for the inscriptions is Gotham, which is a rare san-serif font that is new & assertive and yet feels familiar & non-imposing. It is geometric, but also friendly. It has just the right quality of timelessness we were looking for in weaving the memorial story.
Constantia is a transitional serif font with less contrast between thick & thin, making it ideal for readability in various light conditions as the installations; panels & wall engravings were open to direct natural light in the day.
Together, these two fonts made for a classic combination.
Entrepreneurial layer
Unfolding inside a series of 6 pavilions, this layer tells the story from the beginning of Dr. K Anji Reddy’s life and travels through space over several key milestones. The story is told as a series of flowing panels, maintaining a serene tone. A motorcycle display marking the humble beginning of Dr. K Anji Reddy’s struggle, his favorite car and his workspace towards the end of the path reflects his quest for achieving the higher.
Reflection Layer
This layer forms the key experience and allows the visitor to reflect upon a series of inspirations and the philanthropic vision of Dr. Anji Reddy. The flow encourages visitors to walk down this path through a colonnade of trees, sit on a bench and reflect. The benches are designed using hardwood and casted architectural concrete and that would age well & blend with the natural surroundings.
Dr. Kallam Anji Reddy memorial has seen a steady stream of visitors since it’s opening in 2016 and continues to inspire young minds in the spirit of giving, every day and design continues to highlight the relevance & meaning of his work.
ASHISH DESHPANDE is an Industrial Designer, Co-founder & Director at Elephant. An alumnus of National Institute of Design, Ahmedabad, he is a keen Design Thinker, a member of India Design Council & Jury for India Design Mark. He has worked on several design programs, notably, Titan Eye+, Ceat Tyres, Axis Bank, ICICI Bank, Symphony, Paperboat and works on medical & healthcare devices amongst others.