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Ajay Shah Design Studio (ASDS) launches ‘Everyday Project’
Ajay Shah Design Studio (ASDS) launches ‘Everyday Project’, a design store that unites furniture, products and graphics that have been designed and selected on the basis of concept, a new lifestyle and a strong design identity. Ignoring passing trends, it captures a new found design approach that will change the experience of daily life. Each product represents a synthesis of a fresh an a modern style.
Best known for its multidisciplinary design approach towards projects for clients in the areas of product, space and graphics, ASDS has pursued keenly the design and production of product and furniture design through ‘Rubberband’ and ‘Industrial Playground’ with the sole intent of bringing forth a new design language.
‘Everyday Project’ offers Rubberband’s complete collection of stationery and desktop products, Industrial Playground’s new collection of furniture, ‘Droog’ household products from its Amsterdam studio, ‘Anything’ desktop stationery product collection from Japan, Anthony Burrill’s wood press printed posters, a special collection of pens and pencils from ‘Lamy’, ‘Kohinoor’ and ‘Rubberband’,and a curated collection of design books and magazines amongst others.
“We have always been interested in the idea of exploring designs in an unadulterated fashion. Whilst engaging with clients we constantly felt the need to pursue design of furniture and products which does not rely on decoration as an aesthetic form, but rather takes Deiter Rams principle of “Good design is as little design as possible” further to realisation. Our initiative of ‘Rubberband-keep it together’ proposed stationery that follows a restraint in design suggesting simplicity to be the new luxury. ‘Industrial Playground’ became our play field for designing furniture that dismantled old conventions, to embrace a playful light hearted visual look and construction to furniture. Added to our own collection, we were keen to invite designers and producers from across the globe who share our design sensibility of what constitutes good design. The quality of inventive and intuitive simplicity, an appropriate material application, a playful formal approach and an integrated functionality without becoming overbearing or complex become the common design elements amongst all the products.” -Ajay
The shop shares its space with the design studio, giving access to the designers to understand the responses the designs have with the buyers.
“We hope to extend ‘Everyday Project’ into a collection of products that one can interface with on a daily basis- changing the experience of daily life.” -Ajay.
Everyday Project is now open in Mumbai from Monday through Saturday from 10.00am-6.00pm. For more visit us www.everyday-project.com
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Only 5 days to go till the opening of Everyday Project.
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.
Simple container explorations with color being the key transmitter of surprise and emotions. Work in progress towards product development for creating simple memory containers.
High-res
An exploration in creating a folded metal screen for a residence in Bombay. We simply love the idea of the screen as an intervention to an otherwise rectangular space.
ASDS and Rubberband collaborate towards designing and producing a brochure for Writer’s Bloc-a series of 12 plays taking place in Mumbai in the month of Jan 2012.
We are just thrilled to design for the theatre community.
The Mineral store identity is designed to create an environment that is visually expressive. The design explores elements that make a space. This kit of parts approach allows for creating pockets of interest and storytelling. The identity hence provides flexibility towards design-unlike a straight jacketed standardized design being replicated to different locations. The store identity has now been translated in Colaba and Phoenix Mall-Bombay.
High-res
Labwrks.
Carbon, Linking Road.
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