Ahmedabad has a fresh energy and is finally warming up to adopting a contemporarily lavish and celebratory lifestyle. — Francesca Russo, Italian lifestyle expert, believes the city is among the most happening in India
“Ahmedabad has a fresh energy and is finally warming up to adopting a contemporarily lavish and celebratory lifestyle,” says Italian lifestyle expert, Francesca Russo. Russo is the co-owner of Design Diffusion World, which runs about 10 specialty magazines focussing on global lifestyle and design.
And their focus is currently on Ahmedabad as one of the most happening cities of India, taking giant strides towards accepting lavish international lifestyle concepts.
Russo, who was in the city to participate in a first-of-its-kind lifestyle event, says, “This is my first visit to Ahmedabad. Previously I have visited Delhi, Mumbai, Bangalore but this city has a unique energy. The new Amdavadi mindset demands luxury, lavishness and sophisticated simplicity. The transformation is interesting and we are here to understand the study the altering chemistry of city’s lifestyle.”
According to Russo, who met local interior designers, architects and experts here at the two-day event, “We have devoted a full scope to Ahmedabad in one of our speciality lifestyle magazine and have profiled architects and designers including Canna Patel, Anand Patel, Jaideep Desai and Gurjit Singh Matharoo. They have synthesised the quintessential Indian-ness into international concepts in their designs. That is what interests us as it is the choice of the new-age Amdavadi.”
The city has woken up to imbibe new lifestyle experiences, be it in cuisines or designs and that transformation is apparent enough to be felt in various parts of the world be it Europe, Japan or China.
“There is an abundance of opportunities here to work closely with architects and designers. The local designers like our Italian counterparts adhere to the classical concept of aesthetics and merge it with crucial functionality to create contemporary elegant designs.”
The most remarkable feature of this alteration in the lifestyle of Ahmedabad is that the city is waking up to the fact that this experience comes at a cost. “The passion to enjoy and celebrate life is evident here. The newly-refined taste has evolved within the new consumer, who demands a seamless blend of beauty and purpose. And this pragmatic elevation in choice can be ascribed to the increasing number of visits from Ahmedabad to Europe – for adventurous holidaying or lavish cruising. This city is catching up with globdecalised lifestyle at a supersonic pace,” Russo added.
