Reimagining the familiar
Uncovering the narrative of Solapuri wall hanging
Design Project 2 NID Ahmedabad
Timeine- 8 weeks
Project Overview
Project Overview
Looms of Solapur is a design project exploring the Solapuri wall hanging, a traditional woven craft rooted in Solapur, Maharashtra. While
the craft holds cultural and textile significance, its stories, processes and makers remain relatively unfamiliar to wider audiences. Through
research, field visits and conversations with artisans, the project explores its history, making practices, weaving communities and
changing place within contemporary markets. The outcome is a brand built to bring artisans and their craft to a wider audience, with
social media as its primary platform for storytelling, awareness and community building, supported by a website that showcases and
sells the craft. The project aims to make Solapuri wall hangings more visible and accessible while creating opportunities for artisans to
connect with new audiences and markets.
The Solapuri Wall Hanging
Solapuri wall hangings are traditional woven textiles from Solapur, Maharashtra, made by skilled weavers on handlooms using primarily cotton yarn. Known for their bold colours, geometric patterns, intricate motifs and textured surfaces, they are created by carefully arranging and weaving threads to form each design. Wooden rods, tassels, beads, mirrors and bells may be added as decorative details. Beyond their visual appeal, each wall hanging reflects the skill, time and textile knowledge of the artisan, carrying a piece of Solapur’s weaving heritage into contemporary spaces.
WHAT
does the project explore?
The project explores the Solapuri wall hanging as a contemporary craft, its history, changing presence and the people who keep it alive.
WHEN
did the project begin?
It began with a familiar wall hanging and a curiosity about the story behind it ,its makers, process, history and place in contemporary culture.
WHY
does it matter?
To create awareness around the craft and Solapur’s textile culture, while bringing visibility to its stories, skills and heritage.
WHO
does the project explore?
The artisans and weaving communities who make the craft, and the wider audience who can discover and connect with their work.
WHO
does the project explore?
The artisans and weaving communities who make the craft, and the wider audience who can discover and connect with their work.
HOW
does the project respond?
Through Looms of Solapur , a contemporary brand combining social media, storytelling and an e-commerce website to connect the craft and its makers with a wider audience.
Process
Research & Insights
Defining the problem
Concept & Ideate
Prototype
User Testing
Problem Statement
The Solapuri wall hanging, once a familiar part of Solapur’s textile culture, has gradually become less visible to contemporary audiences. While the craft continues to be practised by local artisans, the stories, skills and cultural value behind it remain largely unknown, creating a gap between the craft, its makers and its potential audience.
Design Opportunity
Create a contemporary way for people to discover, understand and
engage with Solapuri wall hangings and the people behind the craft.
Make it Visible
Tell the Story
Create Connection
Build Interest
Solution
Defining The Brand
A contemporary craft brand that brings Solapuri wall hangings,
their makers and their stories closer to a wider audience.
BRAND IDENTITY + SOCIAL MEDIA + WEBSITE
Connect
Explore
Discover
Shop
See the craft through reels and
visual content
Stories
Meet the artisans. Understand
the process.
Website
Learn more about the craft
and its makers.
E-Commerce
Discover and buy the craft.
ESSENCE
Traditional · Rich · Geometric · Intricate · Structured · Decorative
PERSONALITY
Warm · Vibrant · Elegant · Rich · Decorative · Intricate
EMOTIONAL VALUE
Pride · Legacy · Warmth · Comfort · Nostalgia
#C02D01
#EA8F00
Social Media Strategy
Content Formats
Narrative Flow
Reels
Content Pillars
Carousals
Stories
Instagram is the primary discovery platform for Looms of Solapur, using visual storytelling to introduce the craft, its makers and the process behind it.
PEOPLE
Artisan stories, journeys and voices
PROCESS
Threads, looms and the making process
PRODUCT
The finished pieces and their stories
STORY
Solapur, culture and the meaning behind the craft
CRAFT
Wall hangings, motifs, materials and heritage
#521817
The website extends the story beyond Instagram, giving audiences a space to discover the craft, understand its makers and explore the collection.
From discovery to exploration
Acknowledgement
This project grew out of my semester at the National Institute of Design, Ahmedabad, as part of the Content, Context & Interaction module, under the guidance of Ms. Shilpi Munda. Over the course of eight weeks, the project evolved through research, conversations, and exploration around Solapuri wall hangings.
I would like to thank the artisans and manufacturers of Solapur, along with everyone who took the time to participate in interviews and share their experiences. Their stories, knowledge, and perspectives helped me understand the craft beyond the object itself and shaped the direction of this project.
Wireframing