A bustling locality in the heart of Fatima Nagar, was long awaiting a cosmopolitan centre of gravity.
Here rose a vision that would soon redefine how South Pune shops, strolls, and socialises.
93 Avenue spread across 3,00,000 sqft. was imagined not merely as a retail hub, but as an urban
confluence; a place where brands converge, communities connect, and celebrations take centre stage.
The name itself was born of intent: sophisticated, neutral, urbane. ‘Converge. Connect. Celebrate.’
became more than a tagline; it became the architectural and emotional blueprint of the space. Spread
across a prominent parcel on the arterial Pune-Solapur Road, with a thoughtfully planned blend of
high-street shopping, dining zones, office spaces, and entertainment avenues. This wasn’t a mall in the
conventional sense. It was a curated lifestyle destination, the first of its kind in the region.
Location:
Wanowrie–Fatima Nagar, Pune
Client:
Raviraj Realty
As brand custodians, Medialoop was entrusted with giving life to this vision through a finely tuned mix of naming, design, and high-impact on-ground communication. Our role encompassed:
We approached the brief with a balance of commercial sensibility and creative finesse, ensuring the
identity would feel both credible and aspirational, creating a vital combination for a first-of-its-kind
development in this part of the city.
The project began with an unpolished working title: Dolphine Mall. While well-intentioned, the name neither
resonated with the audience nor reflected the contemporary sophistication the development sought to embody.
We offered a different direction, one rooted in context, relevance, and architectural flair. After numerous
rounds of deliberation and dialogue, the name 93 Avenue was born:
‘93’: a nod to the address, anchoring it in place.
‘Avenue’: a symbol of movement, style, and modernity.
The visual identity took inspiration from the linearity of high streets and the geometry of built forms.
The fine illustrations representing the structure and its surrounding skyline was an interesting and innovative
challenge for us to take up while designing all collaterals.
The logomark is a clean, structured typographic treatment. It is sleek, modern and minimal. We paired this with
a contemporary colour palette to project elegance without alienation.
Every touchpoint, from brochures to hoardings, reflected this design grammar; it is sleek, structured, and
subtly inviting.
Fatima Nagar, at the time, lacked a destination that seamlessly blended retail, leisure, and lifestyle. We set
out to craft a brand that would feel worldly yet rooted, sophisticated yet accessible. The campaign narrative
revolved around the tagline: ‘Converge. Connect. Celebrate.’ It is a concise summation of the holistic
experience 93 Avenue promised.
With branding in place and campaign roll-out underway, 93 Avenue swiftly transformed from blueprint to buzz.
Medialoop’s role in 93 Avenue’s journey was defined by a refusal to settle for the ordinary. From pushing back on a name that didn’t serve the vision, to creating a brand that elevated the entire development. We helped shape more than just a shopping destination, we helped birth a landmark.