The brand has a strong artistic veneer. It's about orchestrating and delivering a total experience based on a deep understanding of what the consumer wants. The brand delivers an experience that's positive, memorable, and unexpected. In the fast-moving world of consumer goods, the opportunity for direct consumer experience with the brand is minimal. That is why NIDA MAHMOOD, design studio's way of thinking about design— focuses on simple aesthetics and technical aspects—giving way to a global design strategy based on the totality of the brand experience.
The label epitomizes her design philosophy "art translated" in more ways than one.
It embodies a unique look- that which breaks all boundaries, which believes in combining disharmonious elements together into a unified whole.
Embroideries are blended "harmoniously" with experimental details to achieve the look.
It will not be wrong to say that the label is a balanced mix of "the classic with street".
Determined to bring individualistic ideas to the forefront, marrying whimsical styling with old fashioned design.
Nida Mahmood is a self taught artist and trained designer from NIFT. Awarded for the "Most Creative Design Collection" in 2002, she continued with trail blazing concepts through the 7 fashion weeks she participated in. Indian Kitsch being her muse and forte, her last 3 collections at WIFW titled 'High on Chai', 'Bioscope', 'Sadak Chaap',' Machis','The Great Indian Bohemian Tamasha' and 'Sapna Cinema' met with rave reviews, critical appreciation and commercial success.
She also regularly writes on art and fashion for reputed newspapers and websites. Hailed as the Queen of Indian Kitsch by the media – she travels extensively for fashion and art shows, talks and an incorrigible wonderlust for all things creative.
New India Bioscope Co. is an (ad)venture founded by Nida Mahmood. Self confessed street-o-holic of India's colorful alleyways Nida draws inspiration from the quirks and vibrancy of Indian streets, nooks and crannies.
The people, faces, dialogues, conversations, walls and shops, chai stalls, posters, hoardings, songs, dances, rickshaws, crows and cows of Indian multi-hued ethos are all lead characters in New India Bioscope Co's rambunctious Technicolor drama. All these characters play their parts on art, graphics, furniture, light fixtures, clothes, accessories like bags, shoes etc and films. designed by New India Bioscope Co.
A Bioscope is that magic box in which we project our technicolor stories. Stories of mirth, madness and melodrama.
Stories that are a song and dance- The song and dance in every person, crow or cow that moves and grooves on our colorful streets.
New India Bioscope Co. celebrates and salutes these stories of art and popular culture of street India.