INTERVIEW with Rubab Paracha - multi skilled woman, an architect, a designer, artist, project manager
Hello everyone!
The first interview of the year is here! And I am so happy to present you this person, she is such a multi skilled creative woman, very inspirational. Above all, a very kind human being!
Hope you like this interview, in my opinion, it’s a very interesting one :)
Q: What word would you use to describe yourself?
A: Resilient
Q: Favourite song?
A: American Baby - Dave Matthews band
Q: Favourite book?
A: I have multiple, but the book that changed my life is “To Kill a Mocking Bird” and currently i’m loving and learning from "Dare to Lead" by Brene Brown
Q: What advice would you give to your younger self?
A: You don’t need all those awards to prove your worth
Q: What architects do you find most inspirational?
A: The architects/designers i find most inspirational (not in any order):
1. Christoph Niemann (illustrator)
2. Templo Studio UK (graphic design)
3. Tadao Ando (architect)
4. Neri Oxman (designer)
Q: Tell me something about your last work?
A: My last project is a work-in-progress called “Solair Aesthetics" building my own design brand, philosophy and communicating it with those who love good design, aesthetics and human centered experiences.
Q: Did your country or culture inspire your work?
A: Yes, I was born and brought up in Pakistan, I speak 3 very different languages and come from a rich cultural background. It not only gives me a solid work ethic but allows me to bring a unique human perspective to my projects which are either in German or international context. The mixed background helps me a lot when designing user experiences and unique customer journeys and looking at things from varied perspectives.
Q: What would you like to achieve with your work?
A: I think being a designer and mentor, my first and foremost aim is to show the importance and positive effects of good design because it can change your life, well-being and your business for the better. I also want my efforts as a leader to promote the importance of being human at the workplace and improve work environments which will inevitably result in more innovative and creative projects.
Q: Is it important to you that people understand your work?
A: I think I want people to interact with my work rather than just see it. This is something I learnt from my art background, that I express myself and allow people to make their own interpretations when they engage with it - but it must stir something within them only then is my work effective.
Q: Tell me a bit more about what inspired you to study architecture?
A: I studied architecture and still love this field but after a few years of professional experience and teaching I diversified towards multi-disciplinary design (bringing different fields together). I firmly believe that one cannot design in a bubble and getting input from different fields is crucial to problem solving. I’m a visual person therefore the design field allows me to communicate and express creativity. My background in architecture gives me a unique edge in the field of digital design (UX/CX) because I can transfer the knowledge effectively and test the design approaches effectively which wasn’t possible in architecture.
Q: How do you see the world changing in the future regarding sustainability?
A: Given the shift that we all experienced in 2020, I think more people are now willing to challenge the status quo whether it is about transport, offices/work spaces and how we design products and the effect it has on your environment. This sudden stop gave us all a moment to think, that things can change from “this is how we always did it” to “how can we make this work differently and better”. I was fortunate to mentor some startups in 2020 and I saw so many business ideas talking about sustainability, this was really inspiring for me.
Q: How do you see the industry changing after 2020?
A: I think the buzz word of the year is “digital transformation” and I think many companies who have long considered this step unnecessary are finally forced to change their ways , especially in Germany (Hallelujah). I’m hoping for better systems, optimised processes and more human centered approaches in the design field.
Q: How did this year and the global pandemic affect your work?
A: Previously,I did a lot of work in service design and in-person experiences(UX/CX), while the digital touch-points still work very well, the digital translation of in-person events needs more work. e.g. At the moment in the automotive industry there are 1-to-1 translations of car display shows in a AR setting. However, moving forward we need to find a better strategy of how to create immersive digital experiences which are not a replication of in-person events. It made me research more and question the way we currently do things and how we can transform that for better user engagement and improve the quality of the experience..
Q: How do you keep yourself busy during the lockdown?
A: During the lockdown I dedicated a lot of time towards my health and well-being. I was a workaholic who was forced to slow down; I meditated daily, tended to my herb garden, spent a substantial time in nature and created a series of artworks that brings together my love for books, plants and illustration.
Q: Goals for the next year?
A: If there is anything 2020 taught me, is to stop over-planning and setting strict goals. I’ve shifted to a more process and intention oriented approach. This does not mean I don’t have aims, I just allow things to move more fluidly and I am trying to embrace the serendipity mindset.
Feel free to write your thoughts in the comments!
I will see you soon with a new topic and more interviews.
Have a great end of the week.
Ena <3
