Industrial Playground was founded by Ajay Shah in 2008 as a way to design and create furniture that expresses his personal style. What started out as a personal exploration resulted in a collection of furniture characterised by graphic forms, material construct, and bold colours.
Each piece expresses his natural desire to break away from monotony and expected outcomes.
Industrial Playground is a furniture design practice based in Mumbai. Its work finds application in homes, leisure, retail, hospitality, institutions, and work spaces.
We work closely with architects, designers, and clients to propose our collection, as well as custom design for specific projects.
Contact us to discuss your project requirements.
We work closely with architects, designers, and clients to propose our collection, as well as custom design for specific projects.
Contact us to discuss your project requirements.
SIT bench at Triennale di Milano for Milan Design Week
The SIT Bench measures 2400 mm in length and features a soft, rounded form with smooth edges throughout. Its seat resembles a bowtie in plan—wider at the ends and tapering at the center. In section, the form deepens at the center, creating a gentle dip that tapers outwards. This sculptural seat rests on two folded metal panels, creating a striking contrast between the curved volume and the angular base.
Designed in 2008, SIT emerged from a desire to blur the boundaries between art and design. Its bold colour palette challenges convention, offering a fresh visual identity. The seat is crafted in fibreglass, chosen for its fluid formability and seamless finish.
Designed in 2008, SIT emerged from a desire to blur the boundaries between art and design. Its bold colour palette challenges convention, offering a fresh visual identity. The seat is crafted in fibreglass, chosen for its fluid formability and seamless finish.
Ajay was selected as part of Material Alchemists, Wallpaper* Class of ‘25—a showcase of 20 designers from around the world pushing the boundaries of material and form.
SIT bench was on view at the Curva space in the Triennale di Milano for Milan Design Week 2025.
SIT bench was on view at the Curva space in the Triennale di Milano for Milan Design Week 2025.
Wave Bench furniture design
The Ballard Pier Cruise Terminal is Mumbai’s first international cruise terminal, located in the city’s historic downtown near the Gateway of India. As part of a broader revitalization effort—including upcoming cafés and restaurants—we were commissioned to design seating for the departure and arrival lobbies. The seating, conceived as benches, draws from the terminal’s visual identity. Inspired by the wave motif in the brand language, we developed the Wave Bench—a sculptural, undulating form crafted in fiberglass for both comfort and character.
Finished in two custom RAL blues derived from the brand palette, the benches echo the colours of the sea visible from the terminal. Strategically placed across the space, the Wave Benches unify function, identity, and context—bringing a calm visual rhythm to the passenger experience.
The Ballad Pier’s graphic identity and one of their graphic assets
Hindustan Pencils packaging design
Hindustan Pencils, one of the world’s largest pencil manufacturers, has been operating since before India’s independence. Its most iconic brand, Nataraj, is best known for the 621 pencil—instantly recognizable across India by its red and black stripes.
We were invited to reimagine the packaging for the Nataraj 621. Moving away from the current illustrative and detailed design, our concept shifts focus back to the pencil itself, using bold red and black stripes on the box. A red nylon loop reveals a pull-out tray, adding a tactile and premium detail.
We were invited to reimagine the packaging for the Nataraj 621. Moving away from the current illustrative and detailed design, our concept shifts focus back to the pencil itself, using bold red and black stripes on the box. A red nylon loop reveals a pull-out tray, adding a tactile and premium detail.
We also proposed a more system-driven approach—one that can extend across the 621 and its variants. A simple, paper-based dispenser featuring the line “The better pencil” reinforces the brand’s quiet confidence and long-standing legacy.
Elsewhere brand positioning, nomenclature, identity design
Elsewhere is a design-led real estate brand by the LaRuche Group, grounded in a deep appreciation for thoughtful, intentional design. The brand is shaped by principles such as simplicity, systems thinking, material honesty, exposed construction details, and a forward-looking approach to technology and innovation. With plans to develop homes across India and beyond, Elsewhere seeks to connect with a community that shares its values of clarity, elegance, and design integrity.
The brand draws inspiration from visionary architects and designers like Le Corbusier, Tadao Ando, Carlo Scarpa, George Nakashima, Luis Barragán, Mies van der Rohe, and the Bauhaus movement—figures known for their authored and original approaches to making.
The brand draws inspiration from visionary architects and designers like Le Corbusier, Tadao Ando, Carlo Scarpa, George Nakashima, Luis Barragán, Mies van der Rohe, and the Bauhaus movement—figures known for their authored and original approaches to making.
We created a visual identity that mirrors Elsewhere’s design philosophy in a contemporary way. Rooted in minimal form and precise typography, the system expresses the brand’s essence across all its touchpoints.
Positioned within the Creator archetype, Elsewhere embodies a brand promise of innovation. Its tone of voice is inspirational, bold, and provocatively forward-thinking.
A flexible typographic system, distinct visual device, and expansive colour palette form the core of the identity—together reflecting the brand’s spirit and design sensibility.
Positioned within the Creator archetype, Elsewhere embodies a brand promise of innovation. Its tone of voice is inspirational, bold, and provocatively forward-thinking.
A flexible typographic system, distinct visual device, and expansive colour palette form the core of the identity—together reflecting the brand’s spirit and design sensibility.
