Aaquib Wani

Aaquib Wani stands out for his innovative approach to stage design and production—an aspect of the music industry that has often been overlooked. His creative journey began with a deep love for music, a passion he developed early in life, which ultimately guided him toward a clear creative path. By taking the road less traveled, he has redefined this field and has now earned recognition on the Forbes 30 Under 30 List. We talk to him about how he is merging the boundaries between different art forms.

Design in Music
We recently completed an 11-city tour with Prateek Kuhad, which was unique for us as it was the first time we served as show design directors for a single artist concert. Although this was new territory, the prospect was exciting, and Pratik's management was confident in our studio’s reputation for delivering unique and fresh ideas.

When it comes to tying music and design together, we start by understanding the artist's vision. For instance, with Prateek's Silhouettes Tour, we listened to his setlist of 25 songs for the two-hour show. We created an overarching mood board to guide stage and visual designs, looking to move beyond the typical flat LED backdrop often seen at concerts. Our aim was to craft an experience that resonated with the artist's style while engaging the audience in a memorable way.

This time, we decided to twist things up by creating windows on stage for the band, inspired by the idea of silhouettes often seen in windows. This metaphor guided our stage design. We envisioned windows within windows, placing the band inside these frames while incorporating an additional set of LEDs behind them. This setup allowed us to play with depth and create multiple canvases for our visuals, moving away from a flat screen backdrop.

The next challenge was determining the visual content. Instead of relying on computer-generated graphics, we opted for authentic moments captured in real life—shooting couples in cozy, genuine settings, which lent a more personal touch to the performance. Throughout the show, which featured 25 songs, we aimed to create a narrative experience for fans, going beyond merely having a singer on stage.

Touring across 11 cities in India presented its challenges, especially in smaller towns where infrastructure quality varied. Our goal was to maintain consistency in stage setup and visuals, despite these obstacles. Collaborating with Pratibha, we dissected each song, built a mood board, and shot corresponding visuals.

We worked with a video jockey team to ensure real-time visual playback aligned with the live music, making the performance dynamic and responsive to the audience. Unlike typical concerts, where everything is pre-timed, our show was orchestrated live, involving both the artist and the team behind the scenes. As the creative and show director, my role was to orchestrate all these elements, guiding the performance like an opera conductor using headsets and clear communication.

Deconstructing Stage Production
We had a live camera team that captured visuals of the audience, creating a very wholesome atmosphere. It was heartwarming to highlight couples in the audience, showing them on screen during moments like kissing or hugging.

We would also showcase friends sharing affectionate moments, which added to the overall warmth of the show. We aimed to create an experience where everyone felt involved, rather than just focusing on Prateek on stage.

Additionally, we considered what he wore. The outfits were custom-made, and I returned to my roots for this project. I collaborated with someone from Kashmir to create hand-stitched chain stitch embroidery for the clothing. We designed these outfits, complete with embroidery, including a fancy jacket adorned with about a hundred LED lights.

Design in India
It seems like brands are moving towards creative collaborations rather than traditional advertising in magazines and newspapers. Design has become much more experiential. In the past, events like concerts were simple, featuring a DJ or band with just a bar. Now, there's a focus on creating memorable experiences with themed entry gates, photo opportunities, and interactive zones. Every detail is considered to enhance the audience's experience. As an experiential design studio, we aim to bridge the gap between brands and their audiences. We help brands create meaningful experiences that provide instant gratification, ensuring people stay engaged with what they create, from installations to unique photo ops.

I started as a graphic designer, and I've noticed that we are on par with global trends. Our country has equally talented individuals, which is why international brands, like Apple, are seeking collaboration with us. It’s exciting to work with them, as they appreciate authenticity and local perspectives. 

Inspiration
Inspiration comes from everywhere—travel, books, and movies—not just from Pinterest. We strive to create original concepts rather than recycling what's already online. Our studio focuses on storytelling and creating unique experiences.

For instance, when Adidas launched the Ultra Boost 20, rather than suggesting a typical venue, I proposed a planetarium-style event that transported attendees to another world. This immersive experience showcased the shoe's connection to space, featuring projections and thematic visuals. It’s about adding depth to the concept, which is something you won’t find on the internet.

Words Hansika Lohani
Date 06.02.2025