In this edition of “Media Matters” on Fublis, we are excited to present an interview with Vibha Lohade, a distinguished figure who seamlessly blends architecture with content creation. Vibha’s unique journey began with a deep fascination for architecture and evolved into a career where storytelling and design intersect.

Vibha’s early inclination towards narrative over traditional architectural drawings led her to explore writing within the field. Her experiences, from contributing to platforms like RTF to managing significant events such as FOAID and Design Perspective, have profoundly shaped her approach to content strategy and creation. As the founder of SMART (Strongly Motivated Architectural Research Team), Vibha continues to drive innovation in how architectural stories are told.

Join us as Vibha shares insights into her creative process, the role of architectural training in content creation, and her vision for the future of digital media in architecture. Her journey offers valuable perspectives on integrating creativity with strategic thinking and leadership in the evolving landscape of content and design.

What first drew you to architecture and content creation?

Vibha Lohade: While my peers in architecture college were engrossed in creating plans and sections, I found myself more inclined towards narrating the story behind my designs through poems and narratives. Someone once said, “A space can be designed either by words or by walls,” and that saying has resonated with me ever since. Back then, I didn’t even realize I could pave a path for myself in writing, but I stayed true to my art. Taking it one step at a time, I’m grateful to platforms like RTF for giving me a stage to explore my writing. Since then, my journey in content creation within architecture has been unstoppable.

How has your architectural background shaped the way you approach writing and content strategy?

Vibha Lohade: Architecture for me has been the process of constantly learning, unlearning, exploring, and experimenting; a kind of learning not only pertaining to the various aspects of architecture but also to understanding myself and life around me. As an architect with a passion for writing and research, I find the intersection of design and storytelling incredibly exciting. Architecture influences how I perceive the changes in life and how spaces evolve. It’s not wrong to say that architecture turns me into a poet at times. Studying architecture has taught me to map a journey through my writing, much like mapping the experience of moving through a physical space.

How do you juggle creativity and strategic thinking in your content work?

Vibha Lohade: Creative breaks and realigning myself are key. Early mornings and cozy corners help reignite my creativity. I always jot down my thoughts with a pen first, before transitioning to the screen. Research plays a significant role—it gives content purpose and intention. Mapping your journey is essential; if you ever feel stuck, it helps you remember what pushed you forward and where you’re headed. Research-backed planning ensures content is both creative and strategic. As a writer, I believe that while we can’t always define our style, we do leave a unique imprint through our work.

Can you think of a time when your architectural mindset was useful for crafting content solutions?

Vibha Lohade: You can never really leave the lessons from architecture school behind. The skills of organization, road-mapping, connecting the dots, and the value of hard work are deeply ingrained in me. One of the most valuable takeaways from my architectural training has been planning—prioritizing tasks and executing them step by step. That discipline naturally extends into content creation, ensuring everything is well-structured and coherent.

What was it like managing big events like FOAID and Design Perspective?

Vibha Lohade: FOAID is one of the largest architecture conferences in India. Planning, executing, and managing an event of that scale is both challenging and exhilarating. Being on your toes, making quick decisions, and maintaining focus on the smallest details are crucial to creating a memorable experience. FOAID and Design Perspective bring people together and inspire generations, so ensuring smooth backstage operations while captivating visitors is always a challenge. But the opportunity to connect with influential speakers and an engaged community makes it all worthwhile.

How did the idea for SMART come about, and how has it shaped your career?

Vibha Lohade: SMART, which stands for Strongly Motivated Architectural Research Team, was born out of a desire to integrate the architecture community by highlighting the latest developments and stories in design. SMART has given me a fresh perspective on my work, driving my passion for learning and inspiring others through the stories behind spaces. It’s been a pivotal part of my journey.

As someone who loves reading and travelling, how do these passions influence what you create?

Vibha Lohade: Curiosity about the world fuels the creative process. Reading and traveling constantly shape my perspective and add depth to what I create. They teach you the most important thing in life —humility—reminding you that you don’t know everything and should always strive to learn more. Every book imparts wisdom, and every new place, even if it’s just a town close to your hometown, sparks curiosity and leaves you wondering what’s next. These experiences influence my storytelling and keep me inspired.

What fresh ideas or perspectives have caught your attention recently and are changing the way you work?

Vibha Lohade: With social media drawing from our attention spans, I’ve realized the importance of reading to ground myself and gain new perspectives. Additionally, learning new skills and taking courses is essential to staying sharp and relevant. I believe that inspiration comes from paying attention to the small things around us.

Where do you see yourself heading in the content and digital space?

Vibha Lohade: Content creation comes with the responsibility of conveying your understanding of spaces to those who may not easily fathom it. I aim to further hone my skills, keep learning, and perhaps write a book or publish a few research papers in the near future.

What advice would you share for those looking to blend creativity with leadership?

Vibha Lohade: Ownership of your work is crucial for climbing the leadership ladder. Organization and time management are indispensable. With these qualities, you can find the balance between creativity and leadership.