Ajay Shah is a Mumbai-based designer whose multidisciplinary practice spans over four decades. As an Industrial Designer graduate of the National Institute of Design (NID), Ahmedabad, Ajay founded Circus Design Company in 1988, which later evolved into Ajay Shah Design Studio (ASDS). His work moves fluidly across product, space, and graphic design, with a strong emphasis on building identity through format and function.
Over the years, the studio has worked across industries, designing retail environments, signage systems, furniture, and brand identities, while consistently engaging with how design can shape the everyday experience.
In 2010, Ajay launched Rubberband—a contemporary design brand rooted in experimentation, collaboration, and accessible, well-made products. What began with a collection of notebooks and office essentials grew into a platform that brought together international artists, designers, and studios. Collaborators have included Anthony Burrill, Nathalie Du Pasquier, Big Game, Floris Hovers, Selek Design, and Experimental Jetset. Rubberband’s products are retailed in design and museum stores globally.
Over the years, the studio has worked across industries, designing retail environments, signage systems, furniture, and brand identities, while consistently engaging with how design can shape the everyday experience.
In 2010, Ajay launched Rubberband—a contemporary design brand rooted in experimentation, collaboration, and accessible, well-made products. What began with a collection of notebooks and office essentials grew into a platform that brought together international artists, designers, and studios. Collaborators have included Anthony Burrill, Nathalie Du Pasquier, Big Game, Floris Hovers, Selek Design, and Experimental Jetset. Rubberband’s products are retailed in design and museum stores globally.
Earlier, in 2008, he founded Industrial Playground as a way to design and create furniture that expresses his personal style. What began as an independent exploration evolved into a collection characterised by graphic forms, material construct, and bold colours. Each piece reflects his natural desire to break away from monotony and expected outcomes. His furniture—including Toy Chair, Grid Seat, and The Table That Almost Wasn’t—are part of the permanent collection at the Manchester Museum of Art, and have been featured in several design publications.
Today, Industrial Playground continues to evolve in parallel with Ajay Shah’s broader practice—bringing a thoughtful and distinct design language to projects of varied scale and complexity.
Today, Industrial Playground continues to evolve in parallel with Ajay Shah’s broader practice—bringing a thoughtful and distinct design language to projects of varied scale and complexity.