MUMBAI: ABND, a strategic brand consultancy, has successfully completed the spatial branding mandate for the Arjuna Centre for Sports at FLAME University, Pune.
Envisioned as a high-performance space rooted in FLAME University’s holistic educational philosophy, the Arjuna Centre for Sports is a 100,000 sq. ft. facility designed to foster excellence across over 20 sporting disciplines. ABND, FLAME University’s branding partner for over a decade, was trusted with developing a spatial branding system that could energize and unify the environment while aligning seamlessly with the university’s minimalist and grounded architectural identity.
Drawing inspiration from Arjuna, the archer known for focus and precision, ABND crafted a visual and experiential system that aims to evoke discipline, movement, and purpose.
“Sports and sportsmanship are an integral part of the FLAME culture. The Arjuna Centre for Sports was designed to support this philosophy, and ABND’s work helped shape an environment that feels both inspiring and true to who we are. The space now speaks to our community, not just as athletes, but as individuals growing through every experience” said Dr. Virender Sharma, Registrar, FLAME University.
“Balancing energy with restraint was key. FLAME is known for its iconic architecture, deeply grounded, humble, and thoughtfully designed. It was important that our spatial branding approach didn’t overpower that. Our responsibility was to create an experience that supports the athlete’s journey, aids intuitive navigation, and channels the spirit of sport, all while staying aligned with FLAME’s introspective design ethos,” said Kunal Vora, Founder-Partner, ABND.
Through this collaboration, the Arjuna Centre for Sports aims to be a cohesive, purpose-driven space that looks to reflect both the dynamism of sport and the university’s commitment to shaping well-rounded individuals.
