Inday

New York City, NY

Inday provides food that “nourishes mind, body, soul and can be embraced by everyone”. It values nutrition / function as much as satisfaction / feelings.

The creative direction we proposed for their new Madison Avenue store followed that same duality. Inday’s design schematic combines aspects of the Functionalist architecture with 1970’s design.

Functionalist architecture followed principles of Bauhaus modernism: craftsmanship and careful research into materials, proportions and the requirement of the human body. Not only should buildings be designed around the purpose of functionality, architecture should also be used as a means to physically create abetter world and life for people. At Inday, this was translated through the use of high quality woods and other raw materials that make function and esthetics rhyme. The curved room and volumes would also allow for an interactive and comfortable flow.

The 70s on their end brought a lot of freedom to the design world, with a lot of juxtapositions aimed at creating a joyful environment, and, following the Flower Power movement of the 60s, a continuation of a move back to Nature. We got inspired by the colors and textures from that era, privileging poppy natural tones, suave velvet and leathers and flower pot shaped lighting.

Creative direction: Garrett Singer Design and Polonsky & Friends
Interior design support: Monica Fonseca
Photos: Inday