At the intersection of fundamental geometry and contemporary design stands Circle.Square.Triangle is a studio that’s redefining the narrative of Indian design under the creative direction of Vatsal Neeta Hemant Shah. His educational foundation built in Coimbatore’s industrial design program and Milan’s prestigious Domus Academy, Vatsal has become a compelling voice in the Indian design community.
Minimalist design collective
His minimalist designs have earned him international acclaim at the Venice Biennale of Architecture’s Italian Pavilion. His other recognitions include features in Stir World International Magazine, FRAME International Magazine, Domus Web International Magazine, and an exhibition at Milan Design Week 2022.
Circle.Square.Triangle- The Studio
Circle.Square.Triangle, born from Shah’s diverse international experience is a result of his commitment to transforming spaces through thoughtful minimalist design. The brand’s ethos revolves around the elegant simplicity of basic shape symbolism in art, brought to life through a careful interplay of materials, textures, and vibrant colours.
In this intriguing conversation as part of the DTalks series, Shah opens up about his journey and experiences as well as shares his insights into the design industry.
Q. How would you describe your signature design aesthetic, and how has it evolved while working in India?
Vatsal Shah: Circle.Square.Triangle’s design aesthetic is rooted in minimalist Indian design, where simplicity meets storytelling. The studio is known for its clean, geometric forms—often inspired by basic shapes like circles, squares, and triangles—combined with thoughtful functionality. Each design reflects a balance of modernity and tradition, with a deep respect for Indian heritage and craftsmanship.
Working in India has profoundly shaped this aesthetic, infusing it with a layer of cultural depth and material richness. The diversity of Indian craft traditions has inspired the studio to experiment with a wide spectrum of materials, from sustainable woods and lightweight metals to contemporary innovations like polymer-based materials.
The aesthetic has evolved by blending traditional craftsmanship with modern manufacturing techniques, allowing Circle. Square. Triangle to tell stories that resonate with global sensibilities while staying authentically Indian. The brand’s pieces are not only visually striking but also narratively rich, embodying the ethos of “Contemporary Craft Legacies.”
This evolution has been further driven by India’s dynamic design landscape, with its growing emphasis on sustainability and innovation. By collaborating with artisans and experimenting with unique forms, Circle.Square.Triangle continues to redefine what Indian design can be—minimalist yet meaningful, modern yet rooted in tradition.
Q. What influences and inspires your current work? Could you share some movements, designers, or elements of Indian culture that have shaped your practice?
Vatsal Shah: Circle.Square.Triangle’s work is deeply influenced by a combination of historical, cultural, and contemporary elements. Here’s what shapes and inspires the studio’s design philosophy:
1. Indian Art Deco Heritage
The timeless beauty of Indian Art Deco architecture, particularly in Mumbai, has left a strong imprint on our designs. Pieces like the Alba Stool draw inspiration from the fluted columns of iconic landmarks such as Soona Mahal and Rajjab Mahal. This influence has driven us to create designs that celebrate geometry and symmetry, blending nostalgia with modern aesthetics
2. Traditional Indian Craftsmanship
India’s diverse craft traditions—be it weaving, woodworking, or metalwork—serve as a cornerstone of our practice. Collaborating with artisans allows us to merge their expertise with contemporary design, ensuring that our products not only tell a story but also honour heritage.
3. Minimalism and Functionality
The Bauhaus movement and modernist principles influence our focus on simplicity, functionality, and clean lines. We aim to create designs that are versatile and timeless while remaining rooted in Indian identity.
4. Designers and Movements
Patricia Urquiola resonates with our design ethos. Patricia Urquiola’s ability to merge playful forms with functionality and her innovative use of materials inspire us to push boundaries while retaining a sense of warmth and approachability in our designs. Domestically, the contributions of Dashrath Patel and the National Institute of Design’s approach to integrating tradition with innovation have deeply influenced our process.
5. Local Materials and Sustainability
The richness of Indian materials—whether it’s teak wood, cane, or recycled polymer based materials—offers endless possibilities. We strive to use these materials thoughtfully, with a focus on sustainability and reducing waste, aligning with the global movement towards eco-conscious design.
6. Everyday India
The streets of India are an endless source of inspiration. From the colours of local bazaars to the practicality of vernacular furniture, these elements subtly find their way into our work, offering a blend of the familiar and the refined.
7. Storytelling and Emotional Connection
Our designs aim to evoke a sense of belonging by integrating cultural narratives. Whether it’s through geometry, craftsmanship, or material innovation, we tell stories that connect people to India’s rich history while embracing its contemporary evolution.
By drawing from these influences, Circle.Square.Triangle seeks to create designs that are minimal yet layered, functional yet poetic, and always meaningful.
Q. Could you walk us through your creative process? How do you move from the initial concept to the final execution?
Vatsal Shah: Our creative process begins with research, drawing inspiration from Indian craftsmanship, architecture, and user needs. Initial ideas are explored through sketches, mood boards, and material experimentation. Prototyping follows, where functionality, comfort, and aesthetics are refined through iterative testing. Collaboration with skilled artisans and manufacturers ensures authenticity and craftsmanship. We value feedback at every stage, allowing us to revisit and perfect designs before final execution. The final product is crafted with meticulous attention to detail and quality, with a focus on storytelling. Beyond creation, we emphasize thoughtful presentation, ensuring each piece resonates deeply with its audience while staying timeless and meaningful.
Q. Your work often involves collaborations with artisans and other creatives. What draws you to these partnerships, and how do these collaborations enrich your design practice?
Vatsal Shah: Collaborations with artisans and creatives are integral to our practice, as they bridge the gap between traditional craftsmanship and contemporary design. We are drawn to these partnerships for the opportunity to preserve and innovate heritage techniques while empowering skilled craftspeople. By working closely with artisans, we gain insights into their processes, materials, and narratives, which deeply enrich our designs with authenticity and cultural resonance. These collaborations foster mutual learning, where we exchange ideas and push boundaries, creating unique pieces that combine artistry with functionality. We also aim to expand our collaborations to different professions, such as artists, chefs, bakers, and many more, fostering a multidisciplinary approach to creativity.
Q. Looking back at your portfolio, which project represents a significant turning point in your career, and among your recent works, what project are you most proud of and why?
Vatsal Shah: Looking back, the Alba Stool stands out as a significant turning point in my career. Inspired by Mumbai’s Art Deco heritage, particularly the fluted columns of Soona Mahal and Rajjab Mahal, the stool embodies the perfect blend of cultural storytelling and modern minimalism. Its design pushed us to experiment with lightweight materials like PVC pipes and innovative manufacturing processes, which resonated with a wide audience. The Alba Stool not only garnered recognition for its unique narrative but also solidified Circle.Square.Triangle’s identity is a brand that celebrates Indian heritage through contemporary design. It marked our entry into thoughtful, story-driven product design.
When it comes to my works which makes me proud, one thing I believe is that every collection we launch has a new approach. I am a student of Professor. Balaram Signapalli – he always told me – “ Vatsal, never fall in love with your design. There is a very thin line between love & like. Understand it.” And that is still with me.
Q. What unique challenges and opportunities have you encountered as an emerging designer in the Indian design industry, and how are you working to overcome these obstacles?
Vatsal Shah: Designing in the Indian context comes with a blend of unique challenges and opportunities. India’s vast diversity in culture, traditions, and materials provides a rich palette to draw inspiration from, but it also demands sensitivity and adaptability to regional nuances. One challenge is balancing heritage with modernity—creating designs that respect traditional craftsmanship while appealing to contemporary sensibilities. The biggest challenge, however, is driving innovation while maintaining a competitive price range in the market. Designers often play a dual role as entrepreneurs, balancing creativity with business acumen. Despite these hurdles, the opportunities to collaborate with artisans and craft globally resonant, rooted designs are immensely rewarding.
As an emerging designer in the Indian design industry, the challenges are both exciting and daunting, shaped by the country’s evolving design landscape and unique cultural diversity. Here are some of the key challenges I have been facing and how I am working to overcome them. I would like to put it out as two parts; first, the challenge and second my approach to this challenge.
1. Balancing Tradition with Modernity
- Challenge: India’s rich heritage and deep-rooted traditions often set a high expectation for designs to honour the past while also embracing modernity. Finding this balance without diluting either aspect can be challenging.
- Approach: I incorporate traditional craftsmanship and local narratives into contemporary minimalist designs. For instance, in my Alba stool, I drew inspiration from Art Deco elements of Mumbai, merging heritage with modern aesthetics.
2. Educating Clients About Design Value
- Challenge: Many clients in India prioritize cost over design quality or innovation, often underestimating the value of thoughtful design.
- Approach: I focus on storytelling—every product from Circle.Square.Triangle comes with a narrative that explains its cultural or functional relevance. This approach helps clients connect emotionally with the design, fostering appreciation.
3. Sustainability Awareness
- Challenge: Sustainable design is gaining traction, but awareness among consumers and manufacturers is still limited.
- Approach: I actively explore and experiment with alternative materials. However, for me, sustainability just does not pause the selection of materials. But there is a lot more beyond that. When we design pieces or products, we look into the efficient use of raw materials. This leads to tremendous work but gets out the true potential from within. Additionally, I engage with local artisans and emphasize showcasing their talent and workmanship.
4. Access to Resources and Networks
- Challenge: As an emerging designer, building connections with manufacturers, suppliers, and collaborators takes time, especially in a competitive market.
- Approach: Networking through design events, exhibitions, and platforms like India Design ID, Architectural Digest and many more which helps me connect with the right audience. Collaborating with artisans under the Contemporary Craft Legacies theme has also broadened my network.
5. Breaking Through a Saturated Market
- Challenge: The design industry in India is highly competitive, with several established players making it difficult for newer voices to stand out.
- Approach: I focus on creating designs that are minimalist, functional, and deeply rooted in Indian stories, offering a unique value proposition. I also leverage social media to showcase the behind-the-scenes processes, connecting with audiences in a personal way.
6. Evolving Consumer Expectations
- Challenge: With globalization, Indian consumers are exposed to a variety of international design trends, leading to shifting expectations.
- Approach: I keep up with global trends while retaining the authenticity of Indian design. Staying flexible in adapting to consumer needs without compromising my design ethos is key.
These challenges, while demanding, have pushed me to innovate, experiment, and carve a niche in the industry. By staying true to my vision and consistently evolving, I am striving to create designs that are meaningful, functional, and timeless.
Q. As a designer and entrepreneur, how crucial do you think it is for creative professionals to take on business leadership roles (such as founding or co-founding companies) in order to maintain creative control and artistic integrity over their work?
Vatsal Shah: For creative professionals, stepping into business leadership roles, such as founding or co-founding companies, is a powerful way to maintain creative control and protect artistic integrity. As a designer and entrepreneur, I’ve realized that leading a business enables you to own your vision fully—ensuring your creative philosophy isn’t compromised by external pressures or profit-first agendas.
Taking on leadership allows you to influence not just design, but the overall strategy—shaping a brand’s culture, market positioning, and long-term direction. It provides the autonomy to prioritize creativity and innovation while fostering an environment where your ideas can thrive. Founding a company also lets designers build a legacy, ensuring their creative identity and ethos endure over time.
While the journey demands learning business skills like financial management and marketing, it also brings immense rewards. Designers bring unique problem-solving abilities and user-focused approaches to leadership, often disrupting traditional business models with fresh, innovative strategies.
Though not the only path, business leadership empowers creative professionals to blend artistry with entrepreneurship. It ensures their vision remains at the heart of their work, allowing them to shape industries, create impact, and build something meaningful that stands the test of time.
Q. How do you approach sustainability and eco-friendly practices in your designs, particularly considering India’s traditional wisdom and contemporary environmental challenges?
Vatsal Shah: Sustainability for us goes beyond just materiality; it’s about the efficient use of raw materials to minimize waste and maximize value. We design and construct in ways that ensure our products last, reducing the need for reinvestment or replacement. Our approach focuses on creating timeless designs with durability and longevity. Furthermore, we are committed to supporting local artisans and industries by ensuring that every product we create is a “MAKE IN INDIA” piece, promoting both sustainability and the growth of the Indian manufacturing sector. This holistic approach enables us to contribute meaningfully to the environment and the local economy.
Q. What’s your most exciting recent design or art discovery that’s influencing your current thinking?
Vatsal Shah: The most exciting design intervention we’re exploring in our product range is how to integrate technological processes with traditional practices and motifs. As a designer, I believe the brain should NEVER sleep — it constantly churns. A piece that has stayed with me is an art installation by Diwik at Nature Morte Gallery in Mumbai. He captured his parents’ memories in a beautifully crafted trunk, filled with postcards, photographs, and a classic radio. This deeply personal narrative resonates so strongly. It reminded me how a strong story behind each design can elevate it, making the experience much more meaningful and impactful.
Q. How do you build visibility and reach out to potential clients – what platforms and strategies have worked best for you?
Vatsal Shah: Building visibility and connecting with potential clients requires a mix of storytelling, platform exploration, and collaborations. Platforms like Instagram and LinkedIn have been instrumental in showcasing the narratives behind our designs while engaging with a targeted audience. Regular posts featuring behind-the-scenes processes, finished projects, and client testimonials have helped foster trust. Participating in design exhibitions and engaging with design-centric communities have been beneficial too. We are still exploring platforms to approach a larger audience and believe that collaboration is the key to unlocking potential abilities and creating meaningful, impactful designs.
Q. From your experience, what are the crucial dos and don’ts for young designers trying to establish themselves in India, and what professional forums or communities would you recommend they join?
Vatsal Shah: For young designers in India, the journey to establishing themselves can be rewarding yet challenging. Here are some dos and don’ts:
Dos:
- Build a strong portfolio that highlights your unique style and versatility.
- Attend design fairs, exhibitions, and meet-ups.
- Stay updated with industry trends and emerging technologies.
- Collaborate with peers, artisans, and brands to diversify your experience.
Don’ts:
- Don’t undervalue your work—charge fairly for your time and skills.
- Avoid overcommitting or compromising your design ethics.
- Don’t isolate yourself; if it is not working out. Keep working towards it!
For forums and communities, join the India Design Forum (IDF), Design India on Behance, and platforms like the CII Design Summit or AD100 community.
There are also international design events like Stockholm Design Week, Dutch Design Week, and Dubai Design District that provide exposure to new possibilities in the design world. Additionally, explore design magazines like Stir World, Frame, and others to stay inspired and informed.
Q. As you look ahead, what kind of projects or directions would you like to explore?
Vatsal Shah: Looking ahead, I’m excited about exploring more interdisciplinary collaborations. I’d like to work with artists, chefs, bakers, and even technologists to create unique, immersive experiences that go beyond traditional design. Integrating technology into traditional craft while maintaining the essence of storytelling is a direction I’m passionate about. I also hope to create products that have an emotional and cultural connection, not just functional designs. Exploring larger, public installations that bridge art and design is something I’d like to focus on in the near future. The ultimate goal is to keep evolving and bringing innovation that resonates deeply with people.
Q. What are your upcoming projects?
Vatsal Shah: Our new accessory range consists of hooks which are scaled-down versions of our products. These are easy to install and can be hooked onto any wall with the help of screws. The whole idea is to give importance to the smallest of the parts in the interior set-up.
Our new collection is a capsule collection based on the city of Jaipur. It shall soon be launched. The entire approach is on how ‘tradition’ meets ‘Modernism’. It is our take on merging craftsmanship & technology!
Q. For aspiring designers looking to make their mark in India’s design landscape, what wisdom would you share from your journey?
Vatsal Shah: For aspiring designers in India, my advice is to embrace your roots while remaining open to global influences. Understand and respect India’s rich craftsmanship, traditions, and cultural diversity—these elements can inspire your work in unique ways. However, don’t be afraid to experiment and push boundaries; innovation often arises from breaking norms. Be patient, as design is a journey and success comes with perseverance. Also, never underestimate the power of collaboration, whether it’s with artisans, technologists, or other creatives—it enriches your work. Finally, stay curious and keep learning, as the world of design is constantly evolving.
Image Courtesy- Vatsal Shah
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