Welcome to “Media Matters,” Fublis’ exclusive interview series where we engage with leading media professionals—journalists, editors, writers, and more—to discuss the evolving landscape of media, storytelling, and communication.
In this edition, we sit down with Samruddhi Kulkarni, an architectural journalist whose unique approach blends her love for design with a passion for writing. Samruddhi shares her journey from being drawn to architecture in her childhood to becoming a voice for architecture’s intangible impact through journalism. With her background in architecture and expertise in the intersection of design and media, Samruddhi discusses the role of communication in architecture, the importance of storytelling, and the ways technological advancements like BIM and VDC are shaping the future of the field.
This interview provides valuable insights into how architecture and journalism intersect and the growing need for architects to embrace effective communication strategies to bridge the gap between design and society.
What initially drew you to architecture, and how did your education shape your approach to both design and writing?
Samruddhi Kulkarni: Architecture has fascinated me for as long as I can remember. Even before I fully knew what it entailed. I come from a family of deeply spiritual and avid travelers. Hence, my early encounters with architecture included temples and heritage monuments. As a child, I connected with spaces by imagining the time and lives of people who built and inhabited these spaces. This natural curiosity about the tales harbored in these spaces led me to choose architecture academically and write stories about it, professionally. It wasn’t just the visual or technical aspect that captured my eye back then, but it was the evolving perspectives that came with studying about not just historical but cultural and structural dimensions of architecture. Each new insight that I gained by pursuing architecture and by networking with passionate professionals, felt like uncovering another layer of a rich, timeless narrative for me. Putting pen to paper has always been my way of expression. It allowed me to dissect my thoughts and share how a space could inspire, intrigue, and evoke emotions. During my college years, I was fortunate to have this interest of mine encouraged by my peers. These aspects helped me realize that architecture is not just about buildings, its an intangible experience that can be conveyed through the power of words.
Can you share a memorable project or article from your early career that helped you find your voice as a writer?
Samruddhi Kulkarni: Yes. One of the most important projects in my academics was my thesis, “Beyond the Tent”, which focused on the rehabilitation of refugees and designing homes for the displaced population. The first time I wrote about this topic was for my literature review and I feel that was a pivotal moment in my journey as a writer. In fact, it became the second article to be published by Rethinking the Future. And I was over the moon.
Architecture for me was always about what it represented intangibly. What truly resonated with me during this process was something my professor often reminded us—”As an architect, your job is not just to design, but to design for a society. An architect always holds a social responsibility.” While researching and writing about the refugee crisis, I began to fully grasp the magnitude of those words. It was then that I realized we, as architects, possess a unique power to create tangible and intangible change in people’s lives. This project ignited my interest and passion for humanitarian architecture. I believe that was the cornerstone that steered me towards architectural journalism. From that point forward, I became deeply invested in exploring issue-based journalism and architecture’s role in addressing pressing global issues. Although professionally I have taken a slightly different path for now, this journey is still ongoing, constantly shaping how I approach writing about architecture and its impact on society.
What do you find most rewarding about writing at the intersection of architecture and journalism?
Samruddhi Kulkarni: The answer to this question is like an antithesis. It’s as simple as- it’s a perfect amalgamation of my passion for writing and love for architecture. The other is the immortalization of this ever-expanding field and all its aspects. To break it down, as architectural writers and journalists, we get a chance to chronicle the ongoing transformation of the architectural industry. From innovative technological advancements that push the boundaries of design and construction- on Earth and beyond, to preserving historical narratives, exploring architecture’s emotional impact on the human psyche, etc. the possibilities are endless. For me, the real reward lies in the power to capture these shifts through the verbal lens. To put it this way, we are both observers and contributors to a larger narrative, and that, for me, is the most gratifying aspect of this profession.
How do you approach writing about complex architectural concepts and projects to make them engaging and accessible to diverse audiences?
Samruddhi Kulkarni: Quoting Da Vinci here, “Simplicity is the ultimate sophistication.” While this may not directly refer to writing, It is my go-to approach for conveying complex ideas, especially in architecture. Architectural writing, for me, should focus on clarity and metaphor—transforming intricate concepts into something relatable and digestible for a diverse audience. Metaphors, in particular, are my favorite tool. They act as a simple and fun connection to bridge the gaps between technical jargon and everyday understanding. One of my favorite metaphors is – “Architecture is like playing Tetris with really expensive blocks. Get the pieces wrong, and you’re stuck with a permanent headache!” By simplifying the essence of complex architectural ideas through metaphors, I try and make the content more compelling. This approach allows me to balance both the technical perspective with creativity catering to a broader spectrum of readers.
You’re particularly interested in the cutting edge of design, including BIM and VDC. How do you see these technologies transforming the architecture industry?
Samruddhi Kulkarni: My current work is majorly based on writing about the technological progress of this field exploring the capabilities of BIM and VDC. As much as I have and am researching about it, I strongly believe, that BIM and VDC are both the present and future of architecture. According to my experience working in mainstream architecture for a few years – the construction industry is a bit hesitant about adopting new technologies. But given the rapid evolution of the field, embracing these tools is no longer optional- it is essential! BIM- Building Information Modeling, is like having an ideal multitasking assistant for your project. It is as a project manager, leveraging its dimensions to organize and streamline processes. It is also a facility manager, that when integrated with AI and IoT will act as a digital twin allowing for real-time remote monitoring of your building. VDC- Virtual Design and Construction, on the other hand, is similar to having a virtual reality preview of your architectural design ideas. It’s an immersive experience that lets us interact with the space even before its physical existence. Together, these technologies elevate not just the workflow but also the overall quality of work. These tools represent an essential leap forward in how we conceive, design, and manage architectural projects. The architectural community should consider making them indispensable tools in their architectural arsenal.
You’ve mentioned the communication gap within the architectural profession. What do you think are the key reasons behind this gap?
Samruddhi Kulkarni: The communication gap in architecture, I feel has stemmed from a long-standing tradition of encouraging architects to focus solely on designing, under the assumption that their work will speak for itself. I think I speak for all when I say that we’ve been taught to value the design process as a noble pursuit, as it should be but with little to no emphasis on the business and communication aspects. But, in reality, the profession demands more than just creative excellence. It requires effective communication skills to showcase our work which helps build a client base and create awareness. I am a huge fan of Nikita Morell, an architectural copywriter. I’m sure every architectural writer loves her and follows her. And if you don’t, you are missing out on a lot of good stuff. She aptly puts this in one of her copies, “You can be the most talented architect in the world, but if you are unknown, you won’t get hired!”. This pretty much covers the essence of the issue—without visibility and strong communication, even the most exceptional designs can remain unnoticed. Architects often aren’t encouraged to actively promote their work or engage in the business side of things. This lack of emphasis on communication skills can result in many talented professionals remaining under the radar, and struggling to gain recognition. I believe to bridge this gap, we must not only focus on improving how we present our designs but also embrace the importance of communication in our professional development.
How can architects improve their verbal communication to complement their visual presentations?
Samruddhi Kulkarni: Architects should focus on increasing their engagement both within and beyond the architectural community. Active participation is extremely crucial. However, if direct involvement isn’t feasible for you, working with PR professionals can help manage this aspect effectively. Architects should grab every opportunity to discuss their designs, whether through social media, virtual events, or industry forums. The platforms available today are endless, providing ample online spaces to showcase your work. A little research and time on the internet will lead you to the perfect place where you can talk about your philosophies and creativity. Another potential way is to submit projects to esteemed publications and competitions this helps in gaining visibility. Networking and joining relevant social media groups and professional organizations also play a significant role. Leveraging the most important tool that we have at our disposal-Writing. By writing about your design philosophy, experiences, and insights, you can create a compelling narrative that enhances your visual presentations. Putting your ideas into writing helps to communicate your vision clearly and engage with a wider audience, bridging the gap between verbal and visual expression.
What strategies do you suggest for integrating public relations practices into architectural work, and why do you think this is essential?
Samruddhi Kulkarni: I think I covered some fundamental PR strategies in the question before this. In addition to those, I’d say we live in the age of collaboration. Hence collaborating with design influencers, bloggers, and thought leaders will definitely help amplify your message and gain a wider reach. Leveraging these collaborations and social media platforms will solidify your presence in the industry. This is one of the strategic approaches to building relationships and positioning yourself as a leading voice in the architectural field.
Looking ahead, what are your goals for your work in architecture journalism, especially in terms of bridging the communication gap?
Samruddhi Kulkarni: I want to create a more inclusive dialogue, an inclusive environment where all the diverse spectrums of architecture are reflected. I feel highlighting a broader and right range of voices and writing about their perspectives will help with this. I plan on crafting a richer understanding of architectural projects that cater to readers and audience from all respects of life. And I think in today’s digitized world this is an achievable task. And lastly, one of the major goals is always going to be championing the role of effective communication in architecture. I want to highlight successful examples of how clear, compelling communication has successfully affected the architect’s practice and their client relationships. And by doing this, I really hope to inspire more and more architects to embrace PR practices.
How do you envision the role of public relations evolving within architecture?
Samruddhi Kulkarni: Traditionally PR was defined as promotions of achievements. I think it’s going to be more than just that, architecture is about storytelling and PR is going to expand and merge into crafting potential narrative pieces. It’s definitely going to be more about connecting with an architect and their philosophies. It is going to happen with effective storytelling about what goes behind the design, the socio-cultural impact, the design process, etc. As we progress as a fraternity, more and more emphasis is going to be on public relations and trusting the right professionals for it. This will establish architects as not just service providers but thought leaders in society. To sum up, I think the evolving role of PR in architecture will be about creating a more holistic dialogue between architects and the public.
