What was the thought process behind the name “Guerrilla”?
After leaving W+K, Hanif wanted to keep his studio name as HKHQ (Hanif Kureshi Head Quarters), similar to many other well-known designer firms. However, a few weeks later, Rutva decided that the name should reflect Hanif’s work style and be inspired by the graffiti subculture. This led to the new name “Guerrilla Art and Design” representing a smaller team that enjoys working underground to create impactful projects.
Guerrilla Design has been creating powerful environments and installations since 2013. Can you share how the studio’s journey began and the vision behind it?
In 2014 and 2015, we initiated the Times Internet Office project, where we conducted experiments using everyday objects such as cups, slippers, toy, balloons, newspapers, MDF etc. We also invited artist friends to join us on weekends to create artwork of their choice. Similarly, we established our initial Social Offline outlets in Colaba, Church Street, and Hauz Khas.
Our journey began organically, focusing on experimenting with installation and spatial design, ranging from corporate offices to F&B projects. This approach eventually became our core vision, encompassing branding, activation campaigns, and guerrilla marketing. All of this is rooted in our foundation of art and design.
Guerrilla Art and Design was one of India’s first studios dedicated to pioneering spatial art and design projects, blending artistic expression with immersive environments for the brands where the trend originated. And, We won the national level Kyooriys Design Award for social Offline branding and other Times Internet and other environment design projects in our early years.
In light of Hanif’s absence, Guerrilla Design has continued to keep its pace and evolve. Yet, what is the meaning of having to lose an alchemist leader and how do you honour his legacy within the studio?
It has only been a few months since his unfortunate demise, so it would be too soon to express the emotional rollercoaster of experiencing this loss.
But it’s been more than a decade since we started working with him. Fortunately, we learned and evolved abundantly with him over the course of his leadership. He was the best mentor that anybody could ask for. Together, we built a culture of organic growth and feasibility, which has given us greater freedom and authority over our artistic acumen. We cherish the memories and the love he shared with us, and we continue to honour his legacy by sharing stories and celebrating his unique aesthetic style in our daily work culture.
Since his imminent absence, we have maintained a straightforward direction by fostering a collaborative environment within our diverse team for each project. From junior designers to accountants, project managers, and even our office boy, everyone contributes ideas and solutions for daily tasks. Our team’s collective effort not only simplifies everyone’s work life but also helps keep the studio’s vision on track. This is how we are carrying our team forward and certainly keeping him proud of it.
What direction has the studio taken since Hanif’s passing, and how has your team come together to carry forward his vision?
We have maintained a straightforward direction by fostering a collaborative environment within our diverse team for each project. This approach has been in place even before Hanif’s passing. From junior designers to accountants, project managers, and even our office boy, everyone contributes ideas and solutions for daily tasks. Our team’s collective effort not only simplifies everyone’s work life but also helps keep the studio’s vision on track. That is what we are carrying forward and make him proud of it.
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