Amardeep Behl has been passionately involved in finding expression and deeper meaning in working with space by merging various media like architecture, graphic design, industrial design, and audio-visual and digital multimedia, into a common language to be able to create emotive, storytelling experiences. Finding and creating an Indian expression of design strongly rooted in its culture and traditions yet eminently applicable in these contemporary times is his work in progress.
Having specialized in Exhibition Design at the Department Of Visual Communication of the National Institute of Design in Ahmedabad, India, Amar and his firm Design Habit’s area of professional practice has been in this design domain of visual communication and expressions in space. His 25 years of experience has led Amar to consciously develop a new language of design that makes the spaces he works in, into narrative spaces. The storytelling seamlessly integrates a wide palette of design means, techniques, media, theatrical sets, and audio-visual avenues to create emotional and immersive visitor experiences. Virasat-e-Khalsa in Anandpur Sahib, is a prime example of a space devoted to telling the story of the Sikh peoples drawing 70 lakh visitors since its inauguration in 2011. Other patently successful instances of Amar and Design Habit’s work in narrative museums are ‘Darshan’, the museum dedicated to Sadhu Vaswani, the Sindhi saint in Pune, and ‘The Journey’, the DS Group’s corporate museum in their offices in Noida.
Co-founder, Underconsideration llc.
Partner, Sagmeister & Walsh
Founding Partner & Chief Creative Officer, Pearlfisher
Illustrator, Malika Favre
Innovator, Max Weisel
Lead Designer, The Partners
Founder and Design Director, TNOP™ DESIGN