Ambuja Neotia Utpalaa wins at Economic Times Award for Design & Creativity 2026 for IoT-enabled Architectural Scale Model
Ambuja Utpalaa Recognised at Economic Times Award for Design & Creativity 2026
Ambuja Neotia's luxury residential project Utpalaa received national recognition at the Economic Times Award for Design & Creativity 2026, with its IoT-enabled Architectural Scale Model winning 1 Gold and 3 Bronze awards. Mayabious Group, the design studio that developed the model, was the only agency from East India to win this coveted award alongside MNC network agencies and clients.
A New Approach to Architectural Presentation
Traditional scale models focus on architectural structure and arrangement of space in the real estate project. Mayabious builds its architectural model as an interactive product rather than a static display and thus it brings alive the experience of living in the project, thereby giving customers an immersive experience of their future home.
The central idea behind the Ambuja Neotia Utpalaa architectural walkthrough was to shift architectural animation from just showing a project to enabling target customers to visualise and experience their future life. Instead of treating the walkthrough as a catalogue of amenities, it was designed as a story that allows viewers to experience how their life at Utpalaa would feel during different moments, moods, and times of day. Architecture here is not presented as an object, but as a lived environment, where days roll, climate changes, light shifts, water flows, spaces connect, and daily life unfolds naturally for the residents with their loved ones.
Interactive Features and Technology
The Utpalaa scale model includes practical interactive features that allow sales personnel to guide prospects through the project dynamically. Sales personnel can operate the model using a tablet to light up different site areas, activate specific zones such as circulation paths, amenities, open spaces, and residential clusters, mark out different towers or specific apartments, and slide out specific apartments from the towers to explain the floor plan. The swimming pool is made of a large LED screen that displays water movement, thus making it look more realistic and appealing. The design balances beauty with usability by keeping technology hidden but effective.
About the Award and Jury
The award was held in Mumbai amidst a gathering of the best creative minds from around the country, and celebrated creativity across the platforms of design, craft and innovation. Entries were received from brands and agencies from across the country who competed for metals across the six genres of Product Design, Design Excellence, Brand & Communication, Experience & Interaction Excellence, Technology & Innovation and Hall of Fame, divided across multiple categories. Advertising Veteran Prahlad Kakar was the Chairperson of the Jury Panel that comprised 23 distinguished professionals across industries from the domains of creative, design and marketing.
Mayabious Group's Two Decades in Design
Mayabious Group is a Martech Agency providing communication solutions to clients for two decades by using technology to create immersive experiences that drive action. The group blends strategy, immersive technology, data, and storytelling to create measurable impact for 300+ clients across real estate, infrastructure, consumer durables, FMCG, mining, defence, energy, and more.
Utpalaa Off EM Bypass
Ambuja Utpalaa is an exclusive luxury enclave spread across a 10.5-acre land parcel, tucked just off the EM Bypass near Ruby. The project features 6 elegant towers offering spacious 3 and 4 BHK vaastu-compliant residences and duplexes, each designed to provide expansive panoramic views, abundant natural light, and a sense of serene privacy. With a 50,000 sq.ft. exclusive club, 70+ lifestyle amenities, a dedicated Resident Activity Centre, landscaped greens, an Aqua Sphere pool, Futsal Field, and children's zones, Utpalaa blends elegance with holistic well-being.
Located near Fortis Hospital and major city hubs, it ensures excellent connectivity to schools, malls, metro routes, and essential conveniences.