Editor Frank Scott (FS) from DesignPRWire has interviewed designer Pablo Saracho (PS) for A’ Design Awards and Competition. You can access the full profile of Pablo Saracho by clicking here.
Interview with Pablo Saracho at Monday 23rd of January 2017
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
PS: Although I have been for more than 25 years an advertising designer and creative director, my real vocation was to design things. I wanted to go further than just concepts.
FS: Can you tell us more about your company / design studio?
PS: Wodibow was born under the idea of designing products that could have the following ingredients: surprise, be interactive and 100% natural.
FS: What is "design" for you?
PS: A different way of creating objects. Interpreting things from different perspectives so as to make them more useful and more beautiful. Make life better by adding design to it.
FS: What kinds of works do you like designing most?
PS: Toys that are not only for children. Mechanical objects.
FS: What is your most favorite design, could you please tell more about it?
PS: It is difficult (or almost impossible) to choose. I think there are a lot of people doing a lot of wonderful design around the world.
FS: What was the first thing you designed for a company?
PS: A Christmas card, when I was studying design at university.
FS: What is your favorite material / platform / technology?
PS: Wood, magnets and CNC.
FS: When do you feel the most creative?
PS: Like David Ogilvy used to say, when taking a shower. The best creative moments are those in which you can not do anything else but think.
FS: Which aspects of a design do you focus more during designing?
PS: Simplify, synthesis, just the essence. No added resources.
FS: What kind of emotions do you feel when you design?
PS: It is a mix of anxiety and illusion. It hurts although it is a very exciting feeling.
FS: What kind of emotions do you feel when your designs are realized?
PS: Relief on the one hand, but a new anxiety grows inside: is it the best solution?
FS: What makes a design successful?
PS: I wish I knew!!!
FS: When judging a design as good or bad, which aspects do you consider first?
PS: The first thing is: "Do I like it"? Emotional perception is stronger than what we want to believe.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
PS: The responsibility of us all is to make the world a better one. A small step forward to build in that direction.
FS: How do you think the "design field" is evolving? What is the future of design?
PS: More and more everyday. The future of design is enormous: there are a lot of things that can be redesign to make life more beautiful, easier...
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
PS: My last exhibition was Maison&Objet last September in Paris. We will be back to Maison&Objet next January and SPIELWARENMESSE in Núremberg (Alemania) next February.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
PS: From as many sources as possible. Books, comics, films, music, people, places. From the most unexpected sources and moments.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
PS: None extra elements. Honest design.
FS: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
PS: I live in Madrid/Segovia, Spain. I believe that we live in a world without barriers, but I am sure there are cultural aspects that affect from the environment in which we have grown. My father was an engineer and he loved to build things, I guess I got more influence from him than form living in Spain.
FS: How do you work with companies?
PS: I amnow just working for my own company, so I do not work for others anymore. I used to work with other companies and the main challenge was listening to people. It is not good to start designing until you have a clear idea of what they expect from you. So, expectations is what a designers needs to handle with care when working with third companies.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
PS: A very accurate brief. There has to be a lot of thinking before getting into design. Companies should look for whatever suits their necessities. I am sure there are different good designers for different kind of companies.
FS: Can you talk a little about your design process?
PS: First an idea that just pops in. Then the process of maturing the idea. And then thinking, drawing, rethinking and redrawing. Finally you get all the strength to start with prototypes, and it is again one after another until you get to the final version which is never final.
FS: What are 5 of your favorite design items at home?
PS: My Guzzi motorcycle. My Dyson vacuum cleaner. My David Weeks wooden gorilla. My old iMac. My WMF coffee machine.
FS: Can you describe a day in your life?
PS: They are so different! They only share one thing: always running.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
PS: Focus. Be critical with yourself. Never stop learning. Search for the best.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
PS: It is very positive to feel that things you have thought and design become real. The very worst is frustration.
FS: What is your "golden rule" in design?
PS: Keep it simple.
FS: What skills are most important for a designer?
PS: Curiosity always on.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
PS: Walks to be able to think, a pencil to be able to draw, a lot of paper to be able to redraw, 3D tools to get as close to the real object as possible and CNC tools to build it.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
PS: It is a good question. I wish I knew.
FS: How long does it take to design an object from beginning to end?
PS: It depends. I have a lot in mind, some take just a few weeks other can be around for years till you reach the final design.
FS: What is the most frequently asked question to you, as a designer?
PS: How did you get to this idea?
FS: What was your most important job experience?
FS: Who are some of your clients?
PS: Wehave lots of clients around the world, most are small toyshops that are focused on selling very special, ecological and didactic toys.
FS: What type of design work do you enjoy the most and why?
PS: My own projects because I feel free and it is just you to be blamed.
FS: What are your future plans? What is next for you?
PS: Design and produce new beautiful toys and make wodibow grow to become an interesting worldwide company
FS: Do you work as a team, or do you develop your designs yourself?
PS: I always need good and critical points of view from people of whom value their opinion.
FS: Do you have any works-in-progress being designed that you would like to talk about?
PS: We have some new projects but let me wait until the next year.
FS: How can people contact you?
PS: Through wodibow.com. You can find in our website different contact ways.
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