Photo courtesy of Jill Shah
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As the design world continues to transcend the physical and digital worlds, it takes an individual with an understanding of both to bridge the gap. Not your typical designer, Jill Shah is a self described “generalist.” She has carved out a successful path in the experiential design world by embracing a broad range of knowledge and skills. Her physical installations are fused with cutting edge digital integrations to create magical designs that bring a vibrancy to our everyday lives.
Shah’s journey began with traditional architecture in her home country of India. Her interest in design continued to grow culminating in a Masters of Fine Arts from the Parsons School of Design. While attending Parsons School of Design, she became intrigued by coding and incorporating technological innovations into her design process. Her work as a creative technologist has seen her develop immersive experiences at the Accenture Hives offices, and Cosmic Camp while making time to collaborate with the Paralympics with the Stare Wall.
So, what does Shah consider her biggest strength? “Being able to see the larger picture of any project because I understand a lot of pieces that will go into building it,” she explains. Her knowledge of how physical and digital elements relate to each other within a project is crucial for its success. This is especially important as her experiential designs require a blend of vision, technical understanding and practical education which not all designers have.
Likening her approach to crafting a knitted cloth Shah says: “I don’t just see individual threads (the themes, technology, materials, and interactivity patterns); I see how they weave together into an experience that feels both intuitive and magical.” This holistic perspective helps her to bridge the gaps between disciplines. Shah seamlessly coordinates with vendors, helping to translate creative ideas into functional products all while ensuring the overall user experience remains engaging and light. Her broad skill set allows her to “talk shop” with specialists across various fields while still keeping a balance between creativity and execution.
Her journey began in the physical world with a background in architecture, but she continues to integrate digital elements into her designs. She ruminates on the best route for aspiring designers to take, learning physical architecture or digital design first. “Understanding how people move, interact, and experience space in a tangible way builds a foundation that digital tools alone can’t replicate,” she states. Working with physical materials, and spatial constraints within construction teaches invaluable lessons on how to bring ideas to life. Having a creative concept is a good beginning, but it requires the right tools and background to bring that vision to life. It is her ability to understand the physical restraints that helps her fully integrate digital tools that have become a staple of her work.
This broad knowledge acquired as a generalist has advantages, which Shah argues extend beyond professional success to personal fulfillment. “On a personal level, it keeps me engaged and constantly learning,” she shares. Thriving in fast-paced, changing environments, while maintaining an understanding of a project’s needs allows Shah to pivot between different challenges and skill sets without feeling restricted. It keeps her on her toes, constantly open to immersing herself in a new topic which might add depth or character to her work. This freedom of exploration fuels her innovation, helping her to create magical, immersive experiences such as Cosmic Camp, while maintaining a high level of performance.
Jill Shah
Photo courtesy of Jill Shah
Professionally, the ability to wear multiple hats is increasingly sought after. “Employers and clients are always looking for people who can adapt, problem-solve across disciplines, and bring a holistic perspective to projects,” explains Shah. Her generalist approach has opened doors to a wider range of opportunities, particularly those requiring cross-disciplinary thinking (such as the Accenture Hives), granting her access to projects that a specialist might not typically encounter. It has also fostered trust within her team, who know that Shah can adapt to new challenges, while learning quickly, and delivering results.
However, Shah clarifies that being a generalist isn’t about perpetually saying “yes” to everything. Exposure to different styles of projects has enabled her to refine her preferences. “It allows me to be more selective—not just about the projects I take on, but about where I want to deepen my expertise,” she says. This process of discovery ultimately strengthens the value she brings to each project.
Looking ahead, Shah sees herself increasingly drawn to production design – specifically, crafting interactive sets and scenery for experiential projects. “Whether it’s an LED wall where every pixel tells a story, a fabric sculpture brought to life through projections, or a functional play product that offers a new experience each time, I love designing environments that blur the line between physical and digital,” she enthuses.
What truly excites her is the challenge of designing for the people who interact with the spaces she creates. Shah envisions creating environments where technology subtly enhances the user’s experience making the magic feel intuitive rather than engineered. It is this fusion of storytelling and design that Jill Shah is championing for the future. Each step along the way she is proving that versatility combined with passion is a winning formula for success in the design world.