An alumnus of NID, Ahmedabad, Shanoo has a rich and varied experience in design and design management. With 18 years of design practice, she has an unerring ability to provide strategic design thinking and management, directing projects that are rare in scale and design opportunity. She has steered award winning projects such as rebranding Piramal Enterprises, which won the 2009 Rebrand 100 worldwide award. Her penchant for non-conformist use of audio-visual and lighting technology has pioneered a new-age trend of Visitor Experience Centres. She believes that design should escape the conformist confines of the craft and find expression across all dimensions. Hence she is the founder of a multidisciplinary design firm – Eureka Moment Design Company, celebrating versatility and offering clients prolific expertise under one roof. Shanoo believes that design thinking provides a universal platform for problem solving to enhance the quality of lives; non-conformist, she questions convention while championing the conscious and thoughtful use of cultural metaphors in her work.