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An interview with Principal Designer, Ajay Shah

Vihan Shah: What gets you up in the morning?
Ajay Shah: The desire to start afresh- almost like a new slate, a blank canvas- with the possibilities of new ideas and directions.
VS: What’s the best moment of the day?
AS: Early morning before the break of dawn, when it's quiet and I can think clearly.
VS: What kind of music do you listen to?
AS: Nothing in particular- I like listening to old classics such as Frank Sinatra, Miles Davis, Coltrane.
VS: Where do you work on your projects?
AS: I work best on my desk in the office, although I real enjoy sketching in a cafe with some good coffee.
VS: What would you describe the ideal atmosphere in your studio to be?
AS: The studio atmosphere varies- some days are quiet and I prefer shutting down all communication to focus on thinking, and some days there is a lot of interaction between designers.
VS: Describe your style like a good friend would.
AS: My design style can be best described as being playful and visually simplified. I find a balance in finding the new whilst staying within an archetype. I strongly dislike objects that try too hard and hence I am inspired by Jasper Morrison concept of Super Normal.
VS: Are there emerging designers inspiring you at the moment?
AS: There are several European young designers that I like. I think they have the ability of proposing fresh ideas which combine both function and aesthetics in the right balance.
VS: Do you read design and architecture magazines, if yes, which ones?
AS: I might flip through design magazines, however I enjoy reading the Monocole magazine.
VS: What project has given you most satisfaction?
AS: I recently designed a new work desk dubbed as ' Flash'. I am very happy with the outcome.
VS: Have your design sensibilities matured/evolved with age?
AS: Yes, they have. I enjoy finding solutions that are more refined and resolved.
VS: What are you afraid of regarding the future?
AS: In our context, I fear the commoditisation of design. Designers are succumbing to offering low value, less input solutions. I also feel that with the current economy, designs are being churned out and consumed without thought.
VS: What is your current personal project all about?
AS: I am exploring a possibility of proposing a design for work tables that take into account the new devices we use.
VS: What has 2012 got in store for you?
AS: 2012 may become the year for us to reinvent oneself and explore possibilities of presenting my work to the world.
VS: Any advice to recent design graduates?
AS: I would strongly advice for designers to become product champions- they should be able to work on designs from the viewpoint of being able to simplify solutions.
VS: Other thoughts?
AS: You seem to have covered most points that I would have like to talk about. However one last point- in our context again- design is fairly misunderstood. Contemporary design needs to be welcomed and consciously communicated for it to become accepted and understood. The design schools need to engage on programmes that will open options for larger interactions with practicing designers and producers of good design worldwide.