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Interview with Jouni Leino |
Home > Designer Interviews > Jouni Leino |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Jouni Leino (JL) for A’ Design Award and Competition. You can access the full profile of Jouni Leino by clicking here.
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?
JL: My father was an architect and as a kid I always thought what a boring profession he had! Well, after being engouraged by my high school art teacher I ended up studying at Helsinki University of Art and Design, today part of Aalto University. Ilmari Tapiovaara was still teaching and his lectures together with summers spent at architects office Laiho-Pulkkinen-Raunio were a kind of landmarks that pointed the direction for me.
FS: Can you tell us more about your company / design studio?
JL: I founded my studio quite soon after my graduation. I was an assistant teacher in furniture design at the time but I got all kinds of small jobs I needed a way to bill. There were exhibition planning and making, some small interior design projects etc. I had the studio for these extra jobs for few years, my main profession was teaching at the university. In 1997 I got my first big commission, interiors and furniture for the renovation of old Helsinki School of Economics main building, and my studio has supported me ever since. During the years I have done a lot of interior design projects, most of them public or corporate interiors. I have designed furniture for several companies in Finland and abroad.
FS: What is "design" for you?
JL: To me "design" is problem solving. It is constant aim towards a simple and easy solution. It is creating new, finding new ways of putting things up. It is also keeping yourself in balance between staying focused, keeping the endurance and having fun.
FS: What kinds of works do you like designing most?
JL: I like working with furniture.
FS: What is your most favorite design, could you please tell more about it?
JL: I am always happy with my latest design. This time the Lobay chair for the chinese brand Brocape was such an enjoyable project from the beginning to the end that I have to say I consider it as my most favorite design, I got a well-made brief, the company produced a sufficient amount of prototypes and the launching at Shanghai Furniture Fair was a success.
FS: What was the first thing you designed for a company?
JL: The first thing I designed for a company, were my diploma work from the university. It was a set of cafe furniture for a Finnish manufacturer Avarte, under a brand label Aksi. It didn't sell very much, unfortunately, but boy I was proud!
FS: What is your favorite material / platform / technology?
JL: I am more confident in working with materials I know or have experience. But I am curious, new materials and production methods interest me very much.
FS: When do you feel the most creative?
JL: I have to admit I feel most creative after being a bit lazy. I think I cannot get the best out in projects that require a long time of constant focusing. But I know from experience that being creative is just one part of designers work, you need to have endurance and be consistant.
FS: Which aspects of a design do you focus more during designing?
JL: I try to keep my interpretation original, I constantly look for the essence of my idea. I reduce elements and try to reach the goal with minimum amount of elements still strong enough to fulfii the demand of originality. I challenge my ideas and try to find weak points.
FS: What kind of emotions do you feel when you design?
JL: Mostly I am after success - and feeling contented when achieving it. But to be honest, frustration and incompetence are just around the corner...
FS: What kind of emotions do you feel when your designs are realized?
JL: Relief and satisfaction, of course, but also lot of doubts. Could I have done better? What if people are just polite when they say good things about my work?
FS: What makes a design successful?
JL: I think that when the design feels easy. I mean that there is a sort of easiness around the object. All elements are in natural relationship with each other. But then there are a lot of other things involved. Timing. Marketing concept. Luck.
FS: When judging a design as good or bad, which aspects do you consider first?
JL: The object tells how it is supposed to be used! It is very important that users understand and read the object without misunderstandings. I also appreciate beauty and harmony. I also love the element of surprise.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
JL: The designer should make the world a little bit better. I appreciate objects that solve problems or make something that has been difficult easy. I also like if objects bring joy or positive feelings to their users.
FS: How do you think the "design field" is evolving? What is the future of design?
JL: I see that the design is emerging to new areas. Designing services or non-material entities is already here.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
JL: I had some of my works presented at Din2018 / Lambrate Design District / Milan Design Week 2018 and some at Venice Design 2017. For the future I am still evaluating opportunities.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
JL: My brains are "wired" almost all of the time. Most of the time I am playing this game in my head, which is about forms and constructions. I am also curious about how objects I see are made. I enjoy nature very much and love to be surrounded by green.
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?
JL: My design is modern for sure. The scandinavian influences are traceable but I don't consider myself as a typical representative of scandinavian style though. I feel my work is more general. Maybe my approach to design is to do it the Finnish way, it's a bit difficult to say. I think design is universal anyway, so does nationality of the designer really play a role anymore?
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?
JL: I live in Helsinki. Definately the strong history of Finnish design affects me - in good and bad. Design is taken seriously here, it is an obvious element in any product or environment building process, I don't have to explain my doings in my country. On the other hand, the Finnish furniture manufacturing is not a big scene. Good quality design oriented companies are very few.
FS: How do you work with companies?
JL: I have different ways. Each company is different in a way. Some give me exact briefs. Some don't give any briefs but are happy to see new sketches. Usually I make 3d renderings and we start to discuss. I make drawings for the prototype, which is realized usually by the manufacturer. Then we discuss more. Sometimes this goes on for some time, sometimes it also stops. Mutual trust and belief in success is needed in order to finish the development process.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
JL: Usually it helps if the company has a clear vision of what type of furniture their product line lacks. It can be described with written information but also with examples of similar products from rivals. A good designer never copies, but with examples its is easier to point the direction of design work and build a mutual goal. To select a good designer is not so easy. A long cv with international brand logos usually indicates a certain talent for sure. Personal meeting, if possible, is always a good basis before any new relationship. Also between a designer and a company.
FS: Can you talk a little about your design process?
JL: This is how my design process usually goes. After working the idea into a certain point which satisfies me, I make it in 3d and build up a presentation. Sometimes I also make a model out of substitute materials in order to better explain the idea. This level is the first test, pretty much basing on visual evaluation. I try to go quite fast into next level, which is building a prototype of materials that are close to the final ones. In other words, for example a chair prototype should be strong enough to sit. It is important to test the use. Sometimes several prototypes are needed before the best result is achieved - ergonomically, visually, productionwise, packagewise etc. Usually seating furniture require more prototypes during the development process. After each prototype I go back to 3d to develop and test the idea with altering materials or forms or colours. I want to underline here that prototyping is a mutual process with the designer and the company. Both influence in the result.
FS: What are 5 of your favorite design items at home?
JL: Hahaa. I love our Flos Parentesi lamp by Achille Castiglioni enlighting a set-up of african woodwork hanging on the wall, Wästberg w153ile lamp by Inga Sempé enlighting a collection of glassware, Calligaris Skin dining chairs by Archirivolto around a very old table, Y1 Francis Francis coffee maker every sunday morning and a red plastic hand chair in a corner of our livingroom, designer unknown.
FS: Can you describe a day in your life?
JL: As a dog-owner my days usually start - and end - with going out with her. I work downstairs at my street level office and live upstairs. During a day I can meet people from different positions. There have been days when in the morning I give an interior design project presentation to the ceo of a company and in the evening I discuss with the worker who uses the machine in making my product how can we modify the process. Lunches or coffeebreaks are spent either in the office or in the neighbourhood restaurants or cafes. I cycle to meetings everytime it is possible. Living next to a channel has started me to think of owning a boat...
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
JL: Observe, listen, learn - and believe in your self! Never give up! To be a designer is hard, to be a succesful designer is even harder. I hope some day I will be the latter.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
JL: For me it is easy to say. I have the possibility to spend my time mostly doing what I like. To see your work affecting peoples lives is satisfying. Sometimes though I wish I could just grow something in my garden. This constant competition going on is nice and challenging but you need to balance that with other things in your life.
FS: What is your "golden rule" in design?
JL: Simplify. Focus on the essential. Have fun.
FS: What skills are most important for a designer?
JL: Being creative helps:) On the other hand I think systematic and perseverant approach to the task are required.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
JL: I use big notebooks and thick graphite pens. Inside my toolbox there is also a measuring tape, a long and strong ruler, a cardboard box full of furniture fittings, scissors, tape, glue, cardboard. I love thin steel plates that I can cut with scissors to make small models. In the computer I have 3D Max, AutoCAD LT and Photoshop. A very nice book I like is an old book of human ergonomics.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
JL: Managing your time is sometimes a challenge, I have to admit. My method of surviving is to focus on one thing at the time. I can run several projects simultaneously but I need to set timetables for myself. I divide projects into steps. Then it is easier for me to take these steps by turns.
FS: How long does it take to design an object from beginning to end?
JL: It depends so much on the object, also on the company. From few months to few years.
FS: What is the most frequently asked question to you, as a designer?
JL: Where do you find that creativity?
FS: What was your most important job experience?
JL: I was 35 when I got my first big interior design commission. It was a renovation project of the 1950 built Helsinki School of Economics campus area main building. The task included designing tens of new furniture. The whole project took almost a year to finish. Being able to manage such a big project gave me a lot of self confidence and strength for all future projects.
FS: Who are some of your clients?
JL: In furniture field my clientele mainly comes from Finland, but I have good partners in China as well. I have designed interiors for Nokia, Danske Bank and Telia to mention few.
FS: What type of design work do you enjoy the most and why?
JL: I enjoy doing furniture design most. It is so difficult and challenging. I also like the scale of furniture.
FS: What are your future plans? What is next for you?
JL: I definately want to increase my furniture design clientele. At the moment I am developing a bar-stool high sofa for a Finnish manufacturer. We should get the second prototype ready within few weeks.
FS: Do you work as a team, or do you develop your designs yourself?
JL: Mainly I develop my designs myself, but at the moment I am involved in a quite interesting project where a group of designers develop products together. Everyone has his/her own products but the whole group discusses very openly about each product giving opinions and advice and sharing experiences. I find it very good, actually.
FS: Do you have any works-in-progress being designed that you would like to talk about?
JL: I could mantion the Taitu student desk for the Chinese manufacturer Shanghai Avarte. I am perticularly proud of the mechanism we developed to lock and unlock the folding table top.
FS: How can people contact you?
JL: By sending me an email, that's the easiest way (jouni@jounileino.fi). I am redesigning my web pages, hopefully they are in use already this year (jounileino.fi). You can also follow me on instagram (joun1leino), I have plenty of images about my projects there.
FS: Any other things you would like to cover that have not been covered in these questions?
JL: I think the questions covered the professional me quite comprehensively, thank you. I wish everyone a nice day, enjoy the well-designed objects around you!
FS: Thank you for providing us with this opportunity to interview you.
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