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Interview with Teodora Jevtic

Home > Designer Interviews > Teodora Jevtic

Editor Frank Scott (FS) from DesignPRWire has interviewed designer Teodora Jevtic (TJ) for A’ Design Awards and Competition. You can access the full profile of Teodora Jevtic by clicking here.

Interview with Teodora Jevtic at Monday 24th of April 2017
Teodora Jevtic
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?
TJ: I always had a creative mind since I was little. I was always attached to beautiful environments and objects, they always mattered to me. Decision of studying interior architecture and industrial design was a logic decision for me. I studied interior architecture and product design in Brussels and industrial design in Milan. After completing my Masters Degree in industrial design I worked in Milan for Triumph Design and Consulting which gave me great basis in order to later on open my own design studio.

FS: Can you tell us more about your company / design studio?
TJ: Teodora Jevtić. Interior Architecture & Design is interior architecture and product design studio based in Belgrade, Serbia. The studio specialises in interiors, furniture and lighting design. The studio collaborates with different artisans, carpenters and metal workers in order to produces its own products. Teodora's approach follows simplicity and minimalism combined with physical interaction. The relationship between the user and the object set in a particular environment as well as the relationship between the user and the space influences her creative thinking. She designs by analysing wants and needs and seeks inspiration from art, fashion and photography. Focusing on quality, exquisite designs, she is looking for a way to make our lives more interesting. In a creative and artistic approach each project in interior architecture and product, furniture and lighting design has its own unique and personal story. When designing interior architecture, she focuses on the ‘design’ of the relationship between space or object and people. Through her ideas she is trying to please people who live in these spaces, and create something that is unique for them.

FS: What is "design" for you?
TJ: For me, design is a way of thinking. It is a combination of intelligence, innovation, beauty and simplicity of use expressed through an object.

FS: What kinds of works do you like designing most?
TJ: I am very attracted to designing lighting, lighting objects and integration of light within the space. I believe that light can bring special energy and can influence people’s moods, it brings life into the space.

FS: What is your most favorite design, could you please tell more about it?
TJ: There are many different designs that I like and admire. I would pick as my favourite T Chair and O Stool by Jasper Morrison. I like the contrast expressed with applied materials that bring comfort. The ensemble brings new and fresh look.

FS: What was the first thing you designed for a company?
TJ: My first experience in designing for another company was while I was working for Triumph Design and Consulting in Milan. The brief was to design a collection of office furniture for one Japanese company.

FS: What is your favorite material / platform / technology?
TJ: I love to experimenting with materials. Every material in my projects has its own role. All materials I use have to have a strong reason why they are being used in that exact place. I like to highlight contrasts within materials, experiment with them and illustrate their unique roles. For me it is a challenge to use new materials, technologies and platforms, investigate them and learn more about them. I also think that combining new technologies and combining them with traditional materials such as wood can bring completely new vision of design. In my present projects I have been using the most combination of wood and metal where I expressed the contrast and highlighted the function of each material.

FS: When do you feel the most creative?
TJ: Every day I have a need to create and do something innovating. Creativity is big part of my identity. When I see a good design it gives me will to create something greater where I can push my limits and become very critical to myself in order to achieve a good design.

FS: Which aspects of a design do you focus more during designing?
TJ: Combination of functionality, simplicity of use and beauty.

FS: What kind of emotions do you feel when you design?
TJ: While designing I feel excitement and positive emotions. I always try to add something personal in my designs because that is what forms my design identity. Every design that I do is personal and expresses emotions. Depending on the project I express positive emotions and feelings, positive memories, excitement, surprising effect.

FS: What kind of emotions do you feel when your designs are realized?
TJ: I feel excitement. Realisation of a design is a complex process where I learn a lot in terms of production and communication with artisans and companies.

FS: What makes a design successful?
TJ: Innovative, intelligent, functional, easy to use and beautiful.

FS: When judging a design as good or bad, which aspects do you consider first?
TJ: Innovation, functionality and aesthetic.

FS: From your point of view, what are the responsibilities of a designer for society and environment?
TJ: Designer has to be a good listener and understand the needs of people/clients, understand the environment. Our job is to make life easier and let people appreciate small moments in life through designs. On the other hand, our decisions can affect safety and health of users depending if it is a building, space, or an object.

FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
TJ: My last exhibition was in November 2016 at the Belgrade Furniture Fair (BFF). I would love to have my next exhibition at Salone del Mobile 2018 at SaloneSatellite in Milan.

FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
TJ: I find my inspirations in everyday life. I think that it is important to visit art galleries, art and design exhibitions, fairs and travel in order to keep your finger on the pulse.

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?
TJ: I am inspired by Japanese architecture and design. I always find something very interesting in their culture. Very calm expression, sophisticated and at the same time emotional. Its this emotion expressed in a calm and pure way that I find impressive. I would define my own style as minimal, emotional, functional and fun. I always tend to express emotion and my feelings towards my projects that will reflect on users.

FS: Can you talk a little about your design process?
TJ: My design process starts from concept idea and sketches. After, I do many physical tests by making prototypes and also 3D models in order to test proportions, stability, function and materials. After several prototypes I find appropriate artisans depending on materials the product is made of and I collaborate and communicate with them in order to realise the final model.

FS: Can you describe a day in your life?
TJ: My day is filled with design projects. I usually work on more projects at the same time. I follow my design process which starts from concept sketches, modelling, prototypes and later collaboration with artisans and companies. It is always busy. If I am collaborating with companies I usually run from one place to another when the project consist of different materials that can not be done at the same place.

FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
TJ: Always stay positive. Keep proving to yourself that you can do better. Be self critical and hard working. Don’t give up no matter the obstacle.

FS: What is your "golden rule" in design?
TJ: Precision, sophistication, intelligence.

FS: What skills are most important for a designer?
TJ: Designer should be self critical, good listener and observer.

FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
TJ: I created my own library filled with architecture, design, art, photography and fashion books and magazines. I also have a habit of collecting catalogues from furniture fairs or design shops that I look from time to time. I use 3D softwares to make 3D models for testing proportions and also materials. However, I always prefer to play with physical prototypes when I usually use basic materials like cardboard but also real samples of materials such as wood samples, metal parts, etc. I have a special room where I keep all materials and tools that can help me make prototypes for testing proportions and stability. If I work on lighting project I use samples of LED strips that I test with transformer and compare intensity of different LEDs.

FS: Designing can sometimes be a really time consuming task, how do you manage your time?
TJ: I usually set a list of things I want to do and finish during one day. To me it is important that my projects have sense and meaning. If I am not satisfied with some parts of design I will use as much time as I need to fix them until I am satisfied always having on mind deadlines and time management.

FS: How long does it take to design an object from beginning to end?
TJ: This depends on the project and how complex it is. It depends of applied materials, technologies, and production process.

FS: What was your most important job experience?
TJ: For me, there are two most important job experiences: the first was when I worked for Triumph Design and Consulting in Milan where I gained good basics to continue on my own. The second experience is the one I gained through exhibiting at the Belgrade Furniture Fair which was very challenging. I was completely in charge of all projects I exhibited and of the entire look of my stand.

FS: Who are some of your clients?
TJ: My clients are people that appreciate design.

FS: What type of design work do you enjoy the most and why?
TJ: I like working and testing my projects with physical prototypes. I enjoy the most when I am realising the product in collaboration with artisans or companies.This is when I discuss with them possibilities and when we make the real size product.

FS: What are your future plans? What is next for you?
TJ: My next step would be to open my own show room where I could exhibit all works I did till now.

FS: Do you work as a team, or do you develop your designs yourself?
TJ: I develop my designs myself.

FS: Do you have any works-in-progress being designed that you would like to talk about?
TJ: I have few projects I currently work on out of which one is lighting object but I would like to keep them as a surprise.

FS: How can people contact you?
TJ: People can contact me and get to know my work better via my site http://teodorajevtic.com where are indicated all my contact details as well as shops that sell my design products.


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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