Fund Tonic Co-working Space

Brief
To create art for a new co-working space in Mumbai catering to entrepreneurs, startups, freelancers, designers.

Execution
According to a recent article in the HBR, the Startup wave today is facing the phenomenon known as a 'survivorship bias'. Ever come across one of those '12 things successful CEOs do before 8am' articles? Survivorship bias is a logical error of concentrating on the people that survived a process and overlooking those that did not. Making us believe that success is more deterministic than it really is. In fact, in a situation where there are scores of failed attempts, the more concrete and specific the advice, the more it assumes that the people who didn't succeed are either naive or not meant for it. Analysis based on successful case studies alone ignore the possibility that many people apply the same strategies but fail. This also applies to freelancers or aspiring entrepreneurs who generally don't receive honest feedback or lack mentorship.

We thought of bringing this blunt voice forward through our environment in a visually playful and bold manner. The walls did the talking.

Medium
Hand-painted wall murals. Frames. Installations.