Rooshad speaks to Blur The Border :

Blur : What role does the environment play in your work or fuelling your creativity? Are there any habits or rituals that help you get into a creative mindset?

Rooshad : As a designer, it becomes second nature to be constantly attuned to one's surroundings, whether you're within a natural environment or surrounded by walls and artefacts. So the influence is continuous, even if it is not constantly operative at a conscious level. I can’t say that I have inculcated any particular habits or rituals pertaining to creativity, though; inspiration is everywhere.

Blur : How has your artistic style evolved over the years and how do you view this evolution?

Rooshad : Craft is the cornerstone of my practice; the promotion and sustenance of Indian artisanry is integrated into our studio philosophy. As a consequence, researching and building upon centuries-old techniques has taken on an evolutionary pattern of its own -- we're constantly pushing the boundaries of craft, trying to render it more relevant to today's sign language. So growth and evolution are the natural outcome of the same.

Blur : You come from a lineage of architecture and interior design surrounded by inspirations, how have you been able to find your own voice or niche in this space?

Rooshad : My father, brother and sister-in-law are all architects, and my mother is a retired interior designer, but each of us has our own distinct style. If you have an eye for it, it's easy to decipher each one's design signature. As a family, we do enjoy talking shop and running our work by each other occasionally, but I think we've all found a footing within the industry without any blurred lines.

Blur : Any traditional Indian craft or technique that you believe remains underappreciated and you want to work with in the future?

Rooshad : Most Indian crafts and techniques remain underappreciated, which is why we are doing our best to ensure their continued survival. At the studio, we are currently exploring tarkashi; hopefully it should translate into a new collection in the near future. 

Blur : You have worked with international names in London and New York before establishing your studio in India. In your observation, what can the Indian industry do to amplify its potential on the global forefront? 

Rooshad : I think the past decade has witnessed a significant rise in global appreciation for Indian artists and brands, marking a very positive shift. There’s also a noticeable evolution in the Indian market and consumer behavior, even if it’s still in the early stages compared to international norms; clients are increasingly open to taking creative risks.

Blur : Your works have been closely related to fashion- having designed retail spaces for Kunal Rawal, and Rahul Mishra, windows displays for Hermes and interiors for the exhibition ‘India in Fashion’. Could you elaborate on this synergy between Architecture and Fashion?

Rooshad : Well, both fields are inherently creative and rooted in design. And of course, every fashion designer wants their retail spaces to reflect a particular aesthetic, which is where the architect comes in -- it becomes my job to enhance the narrative of their work by creating a suitable space to do so. 

Blur : With the retail landscape growing in India, how can they leverage architecture and interior design to amplify customer experience?

Rooshad : With the advent of online retail, physical stores really need to create an experience for visiting clientele; they’re no longer a strictly transactional space as in the past. One needs to learn how to engage the customer. 

Blur : Your works continually include Indian craftsmanship. How do you go about exploring the depth of Indian artisans and then harnessing their artistic skills for a business collaboration?

Rooshad : My first interaction with Indian craftsmen took place in 2013, on a work-related visit to Jaipur. It was truly a learning experience -- forging personal connections, facilitating the exchange of ideas, and gaining an insight into their techniques all went a long way towards establishing a successful and ongoing working relationship. Since that first meeting, there has been a continual exploration of possibilities over the years and today we have teams of artisans from all over the country working for us -- Agra, Alibaug, Mumbai. Over the course of the past decade, we have settled into a comfortable rhythm, which involves a lot of R&D, experimentation and exchanges between the studio and the craftsmen. But still, newer generations seem reluctant to continue, because their skills are not a recognised art form and they don’t command the respect they should. It is deeply unfortunate that by and large, our country’s crafts are depleting.

Blur : How has your experience been in collaborating with artists outside of your discipline? What is a collaboration you look forward to?

Rooshad : I have collaborated with artists outside of my discipline, and it has always proved a rewarding experience. My most recent joint venture was with the artist T. Venkanna, a capsule collection called INpLAY. We had his drawings translated onto marble and inlaid into select furniture from our studio. Two pieces were even showcased at the Homo Faber Biennial in Venice earlier this year.  I would love to collaborate with Chocolatier Patrick Roger who is a sculptor and a chocolate artist.