![](https://freight.cargo.site/t/original/i/7951b53d275c0a07257436f06144f68bb77fed3f0f360f56204ba3770a259066/IMG_8861_Crop copy_o.jpg)
Mahindra Beanstalk is a retail toy store chain that launched in late 2011. I was asked to create wall graphics for the store. A height of 8 feet was defined, and since this mural would be replicated near the billing kiosks in Beanstalk stores all across India, there was no defined width.
![](https://freight.cargo.site/t/original/i/2c61ae64633d799c75c109b483d785680dde28c065cc5f2d904822f41be8df4f/Beanstalk_store_2view_o.jpg)
As a solution, I designed three intricately illustrated panels depicting an "imaginarium", each of a fixed height of 8 ft. These panels, when kept in any order or vertical orientation, come together seamlessly to create a continuous landscape. The modularity allowed the visuals to be easily expanded. The mural includes micro-illustrations of various products that are on sale at the store. A high contrast, black-and-white scheme proved to sink in nicely with a store filled with vibrant and colorful toys.
![](https://freight.cargo.site/t/original/i/8a66bc087bccc1ab5516779a97d170167b940ee89739bdfabbabd29615395436/imaginarium_o.jpg)
![](https://freight.cargo.site/t/original/i/f908ff8aad28fae191bb2b644dc69e1e0d6e5f45135067b78a31678bf5e61256/imaginariumpanels_o.gif)
The employees in the stores have used different colored crayons to fill in parts of the imaginarium, adding a distinct touch. The imaginarium also served as a starting point for a graphic language to be used across smaller panels and in various collaterals for the store.
Additional Launch Collaterals
![](https://freight.cargo.site/t/original/i/f545a04668c336ef2acbabc83a548e72d5585337a3a832dc46b8686c05e1d331/Insert01-01_o.jpg)
![](https://freight.cargo.site/t/original/i/6396cb5aacc480ef0ada9d353309ad676e33bf43d72b42178805a1548660a0ca/Insert01-05_o.jpg)
![](https://freight.cargo.site/t/original/i/7358fc2a3734ba481512a6f81cc9f0f2caf9a0cf577dd97a16bd03cc1c2c835b/exchange policy 01_o.jpg)
![](https://freight.cargo.site/t/original/i/555f31b82d2f94b568d72a835866979b01670282903880a5d6d9e8fbb48001ef/Store Hoarding 01d-01_o.png)
This project was created for Mahindra Beanstalk for Fryed Advertising.
Mahima Pushkarna