Designer Interview

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Interview with Kevin Chu at Wednesday 14th of June 2023

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?
KC: I think i started to doodle and sketch ever since i was born and at the tender age of 11 i already i knew i wanted to be involved in Art and Design. I have always inspired from little critters and plants observed in nature! I studied architecture in both Architecture Association and Barlett School of Architecture which is renowned to push the boundaries on what is "bult" architecture which suits my crazy mind just fine.

FS: Can you tell us more about your company / design studio?
KC: I have been running my General Design Company COC since 2016 taking on various discipline of projects but since 2018 i started a subsidiary branch call SUGO which focuses on furniture and art installation. Since then we have grown gradually with now offices in both Hong Kong and Italy where we take on different regional clients. Since 2023 we also started our Italian design headquarters in Abruzzo name Creazione SUGO as i currently resides here in Italy, As always since the inception on 2016 all creations has to be focus on themes dealing with nature, sustainability and groundbreaking themes which harks back all the way to my student's days in the early 2000s. We are now in constant collaboration with Warner Bros Discovery who wishes to create sustainability designs under large corporation structure and each time we receive a new project, it is always a challenge as no 2 companies corporate ethics are the same.

FS: What is "design" for you?
KC: Pushing a new alternative on what is a preconceived notion from reality. Function does not need to follow form and we can use aesthetic and material to push boundaries as much as we can.

FS: What kinds of works do you like designing most?
KC: architecture, furniture, exhibitions spaces, art and sculptures

FS: What is your most favorite design, could you please tell more about it?
KC: My most favorite design is when a design can utilize Art, Science and Technology in unity with a strong consideration of Biosynthesis with Nature Elements. Exploring sustainability is also allows for challenges in new creative output. One person's rubbish is another person's gold.

FS: What was the first thing you designed for a company?
KC: I did a competition when i was 21 for Alessi. It was a stool and a table lamp. It was selected as the winning award but never made into production.

FS: What is your favorite material / platform / technology?
KC: I love the concept of upcycle material such as recycle cardboards, styrofoams, reclaimed fabrics etc etc. I like using materials that are not usually associated with traditional construction industry. I also love using nature into my design such as plants and any organic lifeforms. I am also a huge proponent of sustainable energy and smart home technology. I love to fuse very archaic and basic material with ultra high tech solutions.

FS: When do you feel the most creative?
KC: When i am diving or adventuring in nature. Also when i go to art galleries and see modern art and sculptures. I avoid as much as possible to see other designs as i rather keep my inspiration more original.

FS: Which aspects of a design do you focus more during designing?
KC: Aesthetic(and there is no shame to this!), Sustainability, Material and Technology

FS: What kind of emotions do you feel when you design?
KC: Struggle, frustrations, but once you hit that euphoria of a new boundary in something you create, all the blood and sweat during the creative process melts away.

FS: What kind of emotions do you feel when your designs are realized?
KC: satisfied, unsatisfied,

FS: What makes a design successful?
KC: when you supersede yours and a client's expectation and create something that can be thought provoking and head turning. It can be hated or likes but when it can cause debate or discussions, this is when your designs can create dialogue which in turns allows for great marketing.

FS: When judging a design as good or bad, which aspects do you consider first?
KC: surprise and innovation(it could be dramatic or discreet but it has to be innovative in context)

FS: From your point of view, what are the responsibilities of a designer for society and environment?
KC: we are here to enrich society and also to work in harmony with nature. We should give society more creative/cultural vibrancy as we are in the business of creating things.

FS: How do you think the "design field" is evolving? What is the future of design?
KC: for sure we are thinking far more in unity with nature and more considerate in our impact on our planet. I believe the global conglomeration domination is dying out and small unique entrepreneurs will become the norm. One thing we have to start to consider is stop thinking buying fast design or fast fashion is the norm as the cost always comes to us in once way or another such as work force unemployment or pollutions. A new challenge for us as designers is the inevitable rise of Artificial Intelligence which will surpass us in a matter of a few years. What is role then when anyone can become a design by merely typing commands and prompts into AI networks.

FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
KC: Fuorisalone 2023 April, Milan Via Tortona in collaboration with TCL electronics. Wr are currently lined up with more exhibitions in Milan, Hangzhou, Tokyo, Hong Kong (MOMA Store) and Abruzzo.

FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
KC: For sure playing with my family in nature and seeing my kids and wife embrace the surrounding. In many ways my design is intertwined with my own person life.

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?
KC: I don't actually consider a specific style for myself although i can say i only do modern design. One of the things i always explore is movement and combinations as since i inspire a lot from nature, and nature is never static, this has become something very consistent with my way of thinking. I also get bored easily so this reflects part of my personality.

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?
KC: I live between Italy and Hong Kong and it has both a profound influence to all my designs. I always like to take cultural elements, not just aesthetically, into my design and reinterpret or update them.

FS: How do you work with companies?
KC: i usually ask my clients for their brief and ideas, as well as some of their concerns and wishes. Then i put it into my cerebral mixer and concort something unique, innovative and original.

FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
KC: If you know the work of the chosen designer, let him/her have as much creative freedom as possible after you have set the brief. We work then best when we are allowed to indulge as much as possible into our creative think tank.

FS: Can you talk a little about your design process?
KC: Go for an adventure in the Sea or Mountains and observe all around me.

FS: What are 5 of your favorite design items at home?
KC: Lighitng, Kitchen, Sofa, Dinning Table, Chairs

FS: Can you describe a day in your life?
KC: I wake up at 6:30am, do sport, then work on projects, then take a break with sport, then work more. I really don't have a set schedule but all my activities are somehow intertwine with my process of work.

FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
KC: is hard to give advice as the design market is always changing. I know it is important to commercialized your work but try to stay true to your design vision. We are in a highly competitive industry but if you always "follow the trend" or do "what everyone wants you to do" sooner or later you will loose your grounding in the design industry. Be persistent and learned from failures. Always stay original.

FS: From your perspective, what would you say are some positives and negatives of being a designer?
KC: like any industry the commercialism aspect is the worst part as this really robs creativity sometimes. Every industry want to have "sells figures" and usually this promotes only "famous established designers" or "sellable designs that the market want". Most companies/clients, especially the bigger ones, are usually very prone experimentation or risk taking. But what we can do as designers is to make something of our own, launch it on crowd funding platforms and proof to the world that our designs could be viable and marketable options if the campaign is successful.

FS: What is your "golden rule" in design?
KC: Be Original and identify your personal style as this can be your tool to sell your creativity.

FS: What skills are most important for a designer?
KC: try to go to factories and manufacturers and learn as much as possible on the dirt of design. This will improve vastly your knowledge in anything your create. If you can draw try to sketch as much as possible. Look around your everyday life and make everything your inspiration. Even food!!

FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
KC: CAD,3D Max, Adobe Photoshop, Illustrator, Sketchpad, Premier Pro

FS: Designing can sometimes be a really time consuming task, how do you manage your time?
KC: I suggest wake up very early and start your day. Don't go to bed too late and make your work cycle normal. Rest is really important. Also multi-tasking is vital. Always give your self a harsh time limit. I always do this with partners. If we have a job that need to be finishes on Friday, our deadline is usually Tuesday as we know the last days will be issues we need to fix.

FS: How long does it take to design an object from beginning to end?
KC: It never really ends as only the contract ends as we are never satisfy with our work!

FS: What is the most frequently asked question to you, as a designer?
KC: How do you earn money!

FS: What was your most important job experience?
KC: To work from the beginning of nothing, create something by hand and on site with workers, then finally even be part of the logistic process until the final launch of the design. You learn and interact so much more like this then just to allocate task to someone else.

FS: Who are some of your clients?
KC: Alessi, Sony, Luca Boffi, Boffi Cucine, IDEAT Magazine, Design 360 Magazine, Siemens, LG Korea, Diamantini & Domeniconi, Unvanart Shanghai, Daikin Japan

FS: What type of design work do you enjoy the most and why?
KC: As long as the work allows me maximum creative leeway i will dive into it with all my passion. I love to create and think outside of the box

FS: What are your future plans? What is next for you?
KC: We are launching the world first environment cleansing furniture collections and i am forming a new venture that design specifically these types of ideas. We are always taking on highly creative and challenging jobs and we are like sponges when it comes to new ideas! For now we are working on a Moth that is truly crazy!!

FS: Do you work as a team, or do you develop your designs yourself?
KC: I work with designers, artist around the world through online communication and we brainstorm each of our ideas and see which one suits best with any upcoming brief. We always merge somehow ideas from all of us into the final concept.

FS: Do you have any works-in-progress being designed that you would like to talk about?
KC: SOLAR MOTH, SILKTECTURE, NEOERBA 2.0, PETALI

FS: How can people contact you?
KC: Please write to info@iamsugo.com

FS: Any other things you would like to cover that have not been covered in these questions?
KC: none

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

A' Design Award & Competition 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 & Competition cannot be held responsible for the answers given by participating designers.

Designer of the Day Interview

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Interview with Kevin Chu at Wednesday 15th of May 2019

FS: Could you please tell us about your experience as a designer, artist, architect or creator?
KC: I started my design firm in 2006 after graduating from London University in 2001 while working for several firms in London and Hong Kong. I change my company design motto to be more focused in environmental and sustainable ideas in 2012 and since 2016 we have solely focus ourselves on pushing design boundaries in the aforementioned discipline.

FS: How did you become a designer?
KC: I have been drawing and sketching as far as i remember and have always been indulge in art and design since i was a kid. Subconsciously i always knew i will be in this field and after winning a scholarship to Architectural Association in London i think my fate is sealed.

FS: What are your priorities, technique and style when designing?
KC: I solely focus on contemporary environmental design. Meaning all my work, be it art, architecture, interior or product are always modern and with a spike of sustainable tech. I love making 3D printed models as they are fast and show a better volumetric scale compare with CGI renderings. Usually when i get a new project or challenge i search profusely online on established design ideas related to the project and choose the one thing that is missing. from their i start to work on, or investigate something original so as to differentiate myself from the others. I think the best engine to copy from is mother nature!!

FS: Which emotions do you feel when designing?
KC: The process....the end we result is great but the struggle is fun. No design can ever be finished. There are only deadlines and cost.....a design should always evolve.

FS: What particular aspects of your background shaped you as a designer?
KC: I am quite an outdoor guy so whenever i go for a bike ride, a walk, a swim....look around....you can always find things to inspire. Emotion also inspire creativity. If you feel sad or happy that can be used to make something interesting. Everything around you is a muse but always keep originality as your aim as nothing is original but if you inspire from pure elements other than established designs, it makes your work much more unique and with a great story behind.

FS: What is your growth path? What are your future plans? What is your dream design project?
KC: Dreams to me is creative freedom. Enemies are time, budget, politics,conservatism. Any project, be it small or large when given to me with an open brief, is my dream project. Let me say it to all clients....its our job, as designers, to indulge in creativity, trust our instincts and let us be ourselves and you will get the best work ever.

FS: What are your advices to designers who are at the beginning of their career?
KC: Well there are many ways to go into our industry. If you want fast financial gain just copy and follow the trend....this is a way to be successful quickly. If you want to be original and unique in the industry be prepared you will struggle for years and be degraded timelessly or even fail. Whatever is your path is never wrong.

FS: You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
KC: Do lots of competitions for exposure...i mean like 100s or 1000s. You might win a handful but is better than zero. Go out and meet people so they know who you are. Choose clients that share your value in design and be very very very persistent.

FS: What is your day to day look like?
KC: I am a crazy early riser. I get up at 5:30am, do some sport, jack myself into a hyper mode and start work at 8am. Then i don't stop till i feel like i am too tired. But i keep my 7 hours of sleep unless there is a deadline or something. I avoid as much as possible design news(i love technology news though) as i don't want to be corrupted by someone else great idea.

FS: How do you keep up with latest design trends? To what extent do design trends matter?
KC: I do read a lot on technical articles on the latest design tech. There is no need, in my opinion to know what the latest design trend is as you will just know when you go out. Bars, restaurants, retails are the first to adopt trends and you will see them around you.

FS: How do you know if a product or project is well designed? How do you define good design?
KC: List all the problems you have at the beginning, then list all the solutions or wished you want to achieve. If you achieved 90% of them you will have an orgasmic feeling and that when you know you have done a good job.

FS: How do you decide if your design is ready?
KC: Honestly is the deadline of budget constraint as if you are a good designer, no project can ever end as this motivates you to improve it.

FS: What is your biggest design work?
KC: None of my work are big but i like to tackle smaller projects with more finesse and personality. We just got offer to lead an Italian design house to update all their furniture collection and a museum in Praque. These are the big ones but treat every project as a big one and you will be able to keep your standard to all clients.

FS: Who is your favourite designer?
KC: No one and everyone....but still my favorite is mother nature.

FS: Would you tell us a bit about your lifestyle and culture?
KC: I am based in Hong Kong and Italy but i love to travel. I like to mix my trip up with days in 5* boutique hotel to camping and biking in some jungle or in the middle of nowhere. I also like to bicycle everywhere and i think bike sharing is the greatest thing since slice bread as you really know a city by this means of getting around. I try to keep my carbon foot print as low as possible not just because i am some sort of hippie green architect but by doing this you also make yourself more sporty!!!

FS: Would you tell us more about your work culture and business philosophy?
KC: I work with several partners. We all share a similar design vision. When it comes to business it is usual you have to compromise but never completely whore yourself to the money train. Have some principles in order to pursue some originality. Money is necessary but know that sometimes enough is enough....having 6 Ferraris is just plain silly!

FS: What are your philanthropic contributions to society as a designer, artist and architect?
KC: I would love to do pro bono work is it is interesting to my design vision(sorry a bit selfish here). I go to design events sometimes but i rather keep myself busy with design. I prefer to meet other designers in some hipster bar or casual gathering as you can all get unmask and be yourself. A good design is the design that makes you look twice and think 3 times. I am always happy to collaborate with any creative individuals.

FS: What positive experiences you had when you attend the A’ Design Award?
KC: Since being involved with A Design Award i have expanded my network of clients and like minded designers a lot. Having more interaction with our industry makes it easier for me to choose clients. Keep up the good work guys.

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

A' Design Award & Competition 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 & Competition cannot be held responsible for the answers given by participating designers.