IDAM attempts to bridge the gap between the modern and the traditional using contemporary aesthetics and conventional techniques with the prerequisite of utility.
At IDAM, design aesthetics is translated onto contemporary home and lifestyle products. The brand was born out of the numerous car ride discussions to and from college between a duo of dreamers – Nayanika and Gazal. Hailing from different design backgrounds, they contributed their Textile and Graphic Design expertise and artistry to the products in IDAM.
At IDAM, each product is unique with a story behind it. From the inspiration to the design process and its execution, every step involves adequate attention to details. Be it a doodle in a diary or the fallen leaves outside their studio, or how the folk art adorns the streets on India, they bring it all in an array of prints. Their designs are an attempt to give the customers a glimpse into the daily escapades. In the past year, IDAM has evolved from an idea to a full-fledged print and surface design studio. Their products include cushion covers, bed covers, table linen, rugs, bath, quilts and dohars, blanket sets and accessories.
The designs are made by Nayanika and Gazal themselves. Besides, they have a small team at IDAM comprising managers, PR's and marketing team. IDAM sources its materials from various parts of Delhi.
The USP of their products is that all the designs are hand-illustrated. Moreover, they have pledged to use 100% organic fabrics for all their products and 100% fair trade certified fabrics.
In February 2016, at India Design, IDAM partnered with the Square Inch (Elle Decor's design initiative) launch as their soft furnishings partner. In June 2016, IDAM won the Interior Lifestyle Award 2016. It will also be showcasing its talent at the Ambiente 2017 in Frankfurt in February 2017.
Talking about how they differ from other brands, Nayanika and Gazal say, “The designs are unique and contemporary. We carry over the great work done in the farms to our manufacturing factories, which always follow ethical fair labour practices. We take pride in our work ethics where we do not encourage child labour, gender discrimination or low wages”.
IDAM looks forward to a prospective brilliant future. The designer duo Nayanika and Gazal wish to pattern bomb the world with their prints and designs. Their agenda is to rise above and beyond the Indian market and be a part of the global design industry through their remarkable product & design initiatives.