Tag Archives: Contemporary Design

[IN]SIDE: Design of the Idea with Ajay Shah Design Studio [ASDS]

Industrial Playground (now a part of Rubberband) – a furniture design initiative by Ajay Shah Design Studio [ASDS] – juxtaposes playful formal and visual qualities of the objects they make with process-driven industrial manufacturing for characteristic precision and uniformity. Their contemporary aesthetic is derived from the intrinsic quality of materials they work with and the nature of this specific process.


Design, in a context like that of India, can mean many things. From improvisations on existing situations to ideas that are points of the genesis of the new and unexplored avenues; the context of a developing nation enables one to deal with a range of unprecedented challenges. In 1990, Ajay Shah, then a young NID graduate, founded the Circus Design Company after a few stints of working as a designer and a furniture producer. This new company was imagined to be a multi-disciplinary design firm that dealt with design as the process of thought rather than a professional service. The conceptual framework of the present-day Ajay Shah Design Studio can be traced back to this office. Continue reading [IN]SIDE: Design of the Idea with Ajay Shah Design Studio [ASDS]