Aaquib speaks to Blur The Border :

Blur : You started as an art director for a music magazine before becoming an expert in 2D and 3D design without any formal training. What sparked your interest in experiential design and how did you navigate the industry?

Aaquib : It all started with music. I used to play in a band, and that’s how I first got into design…making posters, album covers, and merch. Then, when I worked as an art director at a music magazine, I started seeing design as something bigger than just graphics on a page. I became really interested in how visuals could shape experiences.

I never studied design formally, so I had to figure things out on my own…learning software, understanding how spaces work, and experimenting a lot. I just kept saying yes to things I hadn’t done before and learned by doing. Every project taught me something new, and eventually, I found my way into experiential design.

Blur : Your work spans across multiple disciplines—spaces, festivals, sets, interiors, and branding. Was there a particular project that made you realize you wanted to explore beyond traditional graphic design?

Aaquib : Yeah, there was a moment when I was working on a music festival, and I saw how design wasn’t just about how things looked…it was about how people moved through a space, how they felt when they entered, and the energy a well-designed environment could create. That changed everything for me. From there, I started experimenting with set design, installations, and interiors. I realized I didn’t want to be boxed into just one kind of design…I wanted to create experiences, not just visuals.

Blur : Do you have a definitive process while creating? Are there any habits or rituals that help you get into a creative mindset?

Aaquib : I don’t have a strict process, but I always start with a story. Whether it’s a festival, an installation, or even packaging, I need to know why it exists and what feeling it should evoke.

Music helps a lot…I build playlists based on the mood of a project. I also sketch a lot, even if the final piece is digital. And I try to step away from screens whenever I feel stuck…going for a walk, watching a film, or just observing everyday life often gives me the best ideas.

Blur : What role does the environment play in your work or fueling your creativity?

Aaquib : A huge role. Travel has shaped my design sensibilities more than anything else. The colors, textures, and energy of different places inspire me constantly…whether it’s the neon chaos of Tokyo, the rich craftsmanship in India, or the immersive experiences in Vegas.

Even in day-to-day life, I find inspiration everywhere. street markets, old buildings, nature. I think good design comes from being aware of your surroundings and noticing the details most people overlook.

Blur : How do you approach designing experiences that feel immersive and memorable? What’s the starting point for you—visual aesthetics, storytelling, or something else?

Aaquib : It always starts with storytelling. If an experience doesn’t have an emotional connection, it’s just decoration.

Once I have the story, I think about how people will move through it…how they’ll enter, what they’ll feel in the middle of it, and what they’ll take away when they leave. I use visuals, lighting, textures, and sometimes even scent and sound to shape that experience. It’s all about making people feel something, not just see something.

Blur : You have worked on everything from music festivals to luxury weddings. How does your process shift when working on cultural versus commercial projects?

Aaquib : With cultural projects, I spend a lot of time researching…making sure I understand the history and traditions behind the work. It’s more about preserving and celebrating something meaningful.

Commercial projects have different challenges…aligning with a brand’s vision, thinking about engagement, and making sure it’s not just visually strong but also functional. That said, I try to bring cultural depth even to commercial work and vice versa. The best projects are the ones that blur that line.

Blur : The role of design in music festivals, public spaces, and live experiences is shifting. How do you see experiential design shaping the way we interact with brands and culture in the future?

Aaquib : People don’t just want to look at things anymore…they want to be part of them. Design is moving towards more interactive, immersive experiences where people don’t just consume content, they engage with it.

With new tech, projection mapping, AI, interactive installations. the possibilities are endless. But at the core of it, it’s still about creating human connections. The best experiences will be the ones that blend technology with emotion and storytelling.

Blur : If you were to collaborate with another artist, within or outside of your discipline, what is one collaboration you would love to do?

Aaquib : I’d love to collaborate with a filmmaker or a game designer. someone who builds entire worlds. Imagine designing an installation that reacts to how people move through it, or a space that evolves in real-time.

Someone like Denis Villeneuve (who did Blade Runner 2049 and Dune) or a studio like Supermassive Games would be incredible to work with. Their attention to atmosphere and storytelling aligns so much with how I approach design.

Blur : What advice would you give to young designers looking to navigate their way into the space of spatial design, especially those who haven't gotten a formal design background?

Aaquib : Don’t wait for permission. If you don’t have a degree, build your own learning path. Learn software like Blender, Rhino, or Unreal Engine. Study everything…. set design, theater, even video games – all the information is out there. 

Start small…design installations for local events, experiment with 3D renders, and document your process. Your portfolio doesn’t need big brand names…it needs to show how you think and create.

And most importantly, stay curious. Talk to people from different fields, explore different art forms, and never stop learning. The best spatial designers aren’t just designers. they’re storytellers, artists, and problem solvers all in one.