What does it take to create work that bridges the disciplines of art and design?
AM: Though art and design may have similarities and the two disciplines often coexist, they are rooted in different schools of thought. I’ve always loved making things; and to me art is birthed from (and exercised as) an unconstrained freedom of expression, whereas design is catered towards a set objective that is often very focused and specific. One could perhaps argue that art is subjective and design is objective, or that romanticizing design could possibly result in art - I think there’s a possibility that that’s where the magic happens.
What role has a formal design education played in your career?
AM: I pursued a graduate degree in design at London College of Communications. In my first year I fell in love with the reading material that I was assigned to – from Jon Maeda to John Berger. I learnt about the concepts of lateral thinking, simplicity and problem solving – how to find efficient ways of approaching a task at hand. My esthetic then developed based on a set of design principles that I adapted to my work. Formal education definitely works as a great backbone. You may learn things on the job but certain design concepts that you pick up during college/university go a long way.
How did Studio Bigfat come about?
AM: After working in the industry for a few years I made a full-time shift to working independently as a freelancer, soon after which I started my own studio practice in Mumbai. Each project under the studio is significantly different from the other, from wall murals to brand identity to animation/moving image. I work with other peers who freelance in their respective specializations and commission them on project basis whenever there’s a requirement. I think it’s great, it keeps things fresh and reduces the chances of feeling burnt out.
Which projects have had the greatest impact on you?
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