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Book Exhibition Catalogue by Ahmed Alejandro Lopez Martinez

Home > Winners > Design #67138 >Interview
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Ahmed Alejandro Lopez Martinez (AL) for A' Design Awards and Competition. You can access the full profile of Ahmed Alejandro Lopez Martinez by clicking here. Access more information about the award winning design Book here.



Interview with Ahmed Alejandro Lopez Martinez at Wednesday 14th of March 2018

FS: What is the main principle, idea and inspiration behind your design?
AL: The idea of this design is to create an adaptable and clean layout that allows to visualize objects, plans and designs in a prominent way. Another important purpose is that the catalog serves as study material for researchers and student of interior design. I was inspired by the reticles of Swiss design that have an excellent distribution of information.

FS: What has been your main focus in designing this work? Especially what did you want to achieve?
AL: I want the book to be able to convey the simplicity and good design of the furniture that is exposed, fundamentally the one created by the modern European movement that is an essential part of this exhibition.

FS: What are your future plans for this award winning design?
AL: I want to serve as personal and collective recognition to those who fought for this exhibition came out ahead. Also for honoring the work of the designer of which his works are shown.

FS: How long did it take you to design this particular concept?
AL: The preparation time was a month. The layout & printing lasted two months.

FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
AL: This design was commissioned by the National Museum of decorative arts in Madrid and the Ministry of Culture of Spain.

FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
AL: No, reproduction rights correspond to the National Museum of decorative arts in Madrid. The intellectual property of the design if it belongs to me.

FS: What made you design this particular type of work?
AL: The importance of the institution that performs the custom (a National Museum in Spain) and the quality of the works displayed in the exhibition.

FS: Where there any other designs and/or designers that helped the influence the design of your work?
AL: I am interested in the work of the design studios of Pentagram, Magpie, Hat-trick and designers Paul Rand, Peter Saville, Stefan Sagmeister, Paula Scher, Herbert Matter y Alexey Brodovitch.

FS: Who is the target customer for his design?
AL: The target of this work is the interior designers and art historians who use our catalog as a reference work.

FS: What sets this design apart from other similar or resembling concepts?
AL: The selection of the material, the way of presenting the design and compilation of unreleased material.

FS: How did you come up with the name for this design? What does it mean?
AL: The name of the design is conditioned by the title of the exhibition. This catalogue accompanies the presentation of parts that are displayed to the public.

FS: Which design tools did you use when you were working on this project?
AL: The tools that I've used are the Adobe Creative Suite CC.

FS: What is the most unique aspect of your design?
AL: Layout, rates of content for images and the previous process of collected information.

FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
AL: I worked with documentary filmmakers, historians of art and design and the curators of the exhibition.

FS: What is the role of technology in this particular design?
AL: Fundamental to the layout, image processing and typesetting.

FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
AL: Research for this design has been to provide the information in an appealing way, to understand academic texts that appear the catalog and become a reference book for the study of the interior design of Spain in the first half of the 20th century.

FS: What are some of the challenges you faced during the design/realization of your concept?
AL: Get quality material to be reproduced correctly, proper treatment of images and create a rhythm of interesting reading.

FS: How did you decide to submit your design to an international design competition?
AL: I was motivated by the award's prestige, its international projection and the possibilities of increasing my professional reputation.

FS: What did you learn or how did you improve yourself during the designing of this work?
AL: Each design project is a unique experience. Editorial design has as advantage that besides design allows you to extend the knowledge on different subjects that are not normally found in your professional field.

FS: Any other things you would like to cover that have not been covered in these questions?
AL: The interview is extensive, just add that I am honored with having been nominated for the competition. Thanks.


FS: Thank you for providing us with this opportunity to interview you.

A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.

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