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Prof. Singanapalli Balaram pg 10 Gaurav Ogale 02 Muhammed Sajid 24 Ajay Arya 30 Rahul Bhosale 36 Rupa Goswami 46 Ayush Kalra 54 Shreyasi Das 60
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January 2021 | # 125
Design as Strategy Design as Process Design as Styling No Design / Jugaad
Design Ladder
Design Ladder and Roles
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Prof. Singanapalli Balaram pg 10 Gaurav Ogale 02 Muhammed Sajid 24 Ajay Arya 30 Rahul Bhosale 36 Rupa Goswami 46 Ayush Kalra 54 Shreyasi Das 60
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@designindiamag
Designindia was founded in 2002. It was started as a platform for interaction for the design community in India and abroad. Over the years it has grown into a forum spread over many social and professional networking domains, linking design professionals into an active, interactive and thought leading community.
http://in.groups.yahoo.com/group/designindia
I have been using this tool from the Danish Design Center to inform my clients of what I do. I have also found it very useful to explain to young designers their future progression as professionals. Though these are seen as four distinct steps, I see them as four different roles that we land up playing in projects - ranging from playing one of them in one project to all of them at other times in the same project. I think playing together, they complete a project in totality. No-design This usually means not using a trained designer; you see this all around, from handpainted boards to fairly complex jugaad vehicles on the road. This usually happens due to ignorance about design, sometimes resulting from the lack of resources to spend on design, but more often it is because of an attitude that says you don’t need a designer for this job. It also happens because of the increasingly common belief that everyone is a designer. This is the most complicated step for designers to break into. Design as Style or Craft When a designer gives form to a product or makes something good looking, appealing to the senses. Designers use the skills and understanding of art, color, and form to make things beautiful. Going ahead, this is a given requirement for every output. This is also usually the first place for designers to start working. Design as a Process Service When design is not the result but a process to make something work better. This may also require the use of many other skills, talents, and resources. Design definitely becomes a team activity and sets standards of delivery. More and more digital and interaction design projects employ design as a process. Design as Strategy This is where a designer lands up contributing to the vision and mission of a project. The contribution here is in terms of basic requirements and relevance to the owners and top management of the company. The contribution is towards the company’s business visions and desired business areas, and future role in the value chain. This ladder is useful in understanding the level of the design professional or a design company as well as the maturity of a company that uses design. It is well proven that companies that use design make higher profits. Sudhir
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VISUAL ART
Illustrated Map of Spiti, National Geographic Traveller India
Gaurav Ogale has never been restricted by any one definition of art or design, and that has served him well as a visual artist
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COVER STORY
One of the country’s foremost design educators, Prof. Singanapalli Balaram has always, through an illustrious career spanning five decades, tried to encourage the need to ‘think design’
With Charles Eames on his visit to NID; Dasarath Patel, G. Upadhyay and Kumar Vyas look on
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REUSABLE MENSTRUAL CUP
SAFE CONVENIENT SMART
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ILLUSTRATION
For Muhammed Sajid, art is a way to speak to the world through his fingers
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FURNITURE
Shweta and Ajay Arya
Ajay Arya’s penchant for luxury has gained him clients from Kolkata’s most discerning circles Tell us what led to ‘A square designs’.
Windsor Armchair
AA: I was born in Kolkata but grew up in South Mumbai. Hailing from a purebred Marwari business family, I discovered I had an uncanny flair for fine things. In 1999, at the age of 20, I set up an interior design company called ‘A square designs’ with a blueprint to design luxe homes – all I had was a writing desk, a home PC and some money saved from my pocket allowances. I initially started doing furniture and product design and also got the designs manufactured. Things picked up and within a year I also started getting some interior projects. In the initial years, I did a few projects in South Mumbai. However, in 2002, I had to shift base to Kolkata and ever since there has been no looking back. One project led to another and we now have a very prestigious list of clients.
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INTERACTION DESIGN
What does it take to design an experience that eventually shapes the brand? RB: Products have moved beyond problemsolving now. Internet is another form of life. People live here, they have friends and followers; they search for restaurants, shops, cinema halls, and watch TV. Digital product design is a growing sector and requires visually amazing experiences as we face an increasingly mature and exigent user who no longer seeks only usability but also quality and good taste. If you want to design for digital experience, you need to be a prodigious consumer of your own product, be it a mobile app that can help you navigate, or self-lacing shoes. In addition, you should be aware of everything that can help to improve your work. Treat it as if you are the first user of your work - this includes researching, understating the problem to its core, and soaking up each new trend in the market. Mobile devices are getting better and better and trends are changing rapidly. Digital experiences sometimes feel like a throwaway product (most of them are in a mature state) 36  DESIGNINDIA #125
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WELCOME
2021
AURANGABAD
KOLKATA
GOA PATNA
CRAFT
Rupa Goswami, co-founder of Aham Bhumika, introduces us to the organization’s efforts to create a livelihood for the women of two villages in the Indian state of Madhya Pradesh
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CRAFT
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GRAPHICS
Ayush Kalra uses his distinctive illustrations to highlight, and try to break, long prevailing gender stereotypes 54 DESIGNINDIA #125
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Creating fiber art with her hands allows Shreyasi Das the downtime she craves from working with computers
Right: Membranes magnified muted
Please tell us a little about yourself. SD: By profession, I am a computer graphics artist working in the feature animation industry. I specialize in Shading and Lighting, so I’m always working with textures, color, and light. The job occupies 40+ hours of my week. During my free time, what I crave the most is working on my own creative projects, on my own terms, on themes that resonate deeply with me. I love working with my hands - and avoiding computer screens as much as possible! About two years ago, I pledged to start building my portfolio in the world of fiber arts and redefine my work as more than just the products of a hobby. I refer to my work as ‘fiber art’ so I can get away with incorporating as many mediums as possible - paper, threads, yarns, fabrics. I suppose I should call myself a mixedmedia artist!
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