In an age of excess, it’s all about reinventing the wheel in a smart, subtle way. Ira Studio is a design brand that handcrafts contemporary interior products using traditional, artisanal techniques. ‘Ira’, a Sanskrit word primarily meaning Earth, encompasses various broader meanings. “In a conceptual way, for me, the name signifies something that is solid and ever-lasting. It signifies the essence of crafts through the materials that are derived from the Earth, and inspirations and aesthetics rooted in nature,” says founder Manasa Prithvi.
It was while the designer was pursuing her Masters in London, the idea to form Ira Studio evolved. “I worked on my final products towards this direction and launched them under the brand during my degree show. The more formal set-up took place once I returned to India in January 2013,” she says..................Read more
Source web page: The New Indian Express
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