Designer Interview

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Interview with Andres Luer Solorza at Monday 16th of May 2022

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?
ALS: Being born from two artists, creativity and design build up early in life. At age four I started my first portraits and perspective drawings without knowing what it was, soon after my passion for building RC controllers took over. Many instances like trips to the museum and books propelled my imagination, I vividly remember watching a documentary about H. Dreyfuss, what an amazing visionary mind. That I would say was my eureka moment. After that it came clear to me that imagining solution to real problems wit high focus on functionality and beauty was the lifepath I wanted to pursue.


FS: Can you tell us more about your company / design studio?
ALS: Atelierluer is a laboratory, where 20 years of experience collide. In it every aspect of the design process takes place, every sketch gives shape to a drawing, every drawing to a model, every model to and object, every object to a product, every product makes a client happy. Before stablishing Atelierluer I collaborated with brands and studios in Italy and China creating a network of suppliers, contractors and dealers from which I've learned the essence of the business, crucial knowledge to add to my creative vision. My clients range from high-end developers to furniture brands, private residences and collectors.


FS: What is "design" for you?
ALS: Design is the key some of us has, a key to open a third dimension where new ideas and solutions for al sort of problems are. I'm not talking only about ideas for objects, rather anything related to the mental process of conceiving something. Take for example a composer, it takes from that dimension the right notes, the right chart the right scale and creates a new song, hence he has designed. A DJ same thing, a writer same thing, even an accountant does it, it designs the best tax service for you! in my case I take hints to create objects, brand new with high aesthetics values or problem solving.

FS: What kinds of works do you like designing most?
ALS: There are two kinds of works that I like the most. Those that are the result of an inhouse design process, that require a medium long term study for a long term impact, such as products for specific needs and those far fasters and dynamic like interior design, in which a hint from a client's taste is translated into every single aspect of their homes, from the paint on the wall to the rug in their closet to the sconce in their porch.

FS: What is your most favorite design, could you please tell more about it?
ALS: I don't have favorites designs, rather I have a huge respect for all those designs that have stood the pass of time. Art Nouveau for example, after two hundreds years we are still in awe when we see it and the way it touched every aspect of society. Art Deco? outstanding, so much information there, BAUHAUS no need introduction, is probably the creative exercise that changed the industry.
Trends that come and go have zero resonance on me.

FS: What was the first thing you designed for a company?
ALS: Melamine dishes, it was a great experience. On the first meeting the owner quoted "in this field almost everything has been designed, nevertheless I expect from you something new". Tough beginning but in a matter of two months I came out with two collections that marked the beginning of a long and successful collaboration.

FS: What is your favorite material / platform / technology?
ALS: I believe nothing can be compared to Wood. Strong yet vulnerable, solid yet unstable. wood is one of those materials to which you need to adapt to. Every specie hold different properties, each with intrinsic characteristics that work only in certain environments. Wood leave no room to improvisations, its like a friend, whom you have to treat well.

FS: When do you feel the most creative?
ALS: After so many years in the field of design, creativity doesn't have an exact window or place in time from which shows up. I have reached the point in which I don't have to think about it, it's wander around mi mind always and when I need the right idea, it shows up.

FS: Which aspects of a design do you focus more during designing?
ALS: On removing, chiseling the idea until makes complete sense and when it gets there, I keep Removing. I'm obsessed with the idea that design can always be improved until it becomes a piece of art.

FS: What kind of emotions do you feel when you design?
ALS: I think like in any other activity in which you crate something, the emotions is reward. Reward of being appreciate by your client, reward by being successful, reward by have solved and addressed the issue that it was created for.

FS: What kind of emotions do you feel when your designs are realized?
ALS: It is fantastic to see an idea mature to become real, how does impact the field which it was conceived for and the influence that could have on people and in some cases on society.


FS: What makes a design successful?
ALS: Depends of the context. it could be as simple as have a client satisfied. It could be when it solves a problem bringing value to a community and the most memorable case in which becomes timeless, an starting point for new ideas.

FS: When judging a design as good or bad, which aspects do you consider first?
ALS: How the complexity of an idea is brought to simplicity. An idea on its early stage requires so much chiseling and laborious thoughts that by the time it materialized all what needs to be left, must make sense, in other words harmony.

FS: From your point of view, what are the responsibilities of a designer for society and environment?
ALS: We designers influence different aspects of society. The constant evolution in taste, trends, styles, technologies and industries are all trigger by an idea that brings a surplus, this surplus bring better results to a determine sector from which people can benefit, by doing so, elevates people condition, which translate in a improvement in their community, which translate in awareness of our surroundings thus the interest on protecting the environment.


FS: How do you think the "design field" is evolving? What is the future of design?
ALS: The design field will see a radical cross road ahead, on one branch there will be race for highly technological advances, as well as AI to create the solution for the future challenges, primarily focused on environment and the other branch will pursue the intrinsic value that makes us humans, satisfy the inner desire for beauty and status, which will be led by a whole new wave of influences.



FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
ALS: It took place in 2013 in Beijing, China. Probably one of the most memorable collaborations I've done in my career. In occasion of Beijing Design Week, Yin & Yang was the title. It talked about the morphosis of a style influence by time and place. Savio's furniture were turned into what it could be it's clone in 200 hundred years time. The next one will be in Milan, at the Salone satellite that is held in Milan downtown. It will show the lighting collection I'm developing during these years.

FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
ALS: It is the constant flow of visual information that I'm exposed to that inspire me. Most of the time are clues found on opposite elements. Many times times I've found the perfect idea for a product by looking to building's details, while the perfect hint for an interior came from looking a painting or a movie.



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?
ALS: My style is the conversion of past and present. From the past I steal from the masters, those who have given form to every style we see today, from the extreme detailed architecture of Lloyd Wright to the boldness of Lautner to the pop and irreverence of Stark. There is no design that doesn't have a substantial content of it. All that I mix it with my own experience in crafts and interpretation of beauty.




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?
ALS: As I mentioned before, I think creativity is the result of the exposure to the elements and people. I have the opportunity to live for a decade in Italy, mostly in Florence, which opened the doors of perception and the realization that everything is the continuation of something else and most important, of someone else. The exposure to such masters is vital.

FS: How do you work with companies?
ALS: Every time I start a collaboration with a company, I leave aside the romanticism of design and I implement a more structured mindset, in this way I build the solid and robust foundation that incorporates every technical request. When the process has arrived at a certain stage I shift to the former strategy and bring in unique, innovative, bizarre solutions forming the perfect medium for the last step, and the most exiting process for me, the sculpturing process, where the chiseling of the exes takes place and fine detailing start to emerge.



FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
ALS: Today it’s simple, you no longer need a resume o even a curriculum, the designer you need is visible in his totality, the best way to gage his talent is to check his platform. For instance, if the designer has been posting for years and has thousand of followers it means only one thing, he is committed, every post, every content is the demonstration of a mastery, a dedication to what he know what to do best, in a few words there is a consistency there that can bring value to a company.

FS: Can you talk a little about your design process?
ALS: It takes different courses, depending of the subject. Sometimes its a simple spark that becomes the main project I dedicate myself to, a solution/improvement to something that already exist, something new, study what's already been done, preliminary sketches, 3D modeling, suppliers research, promotion. If there is a client, getting to know them is vital, in case of a company I apply the corporate rules.

FS: What are 5 of your favorite design items at home?
ALS: Lamps - Stairs - Chairs - Doors - Fireplaces

FS: Can you describe a day in your life?
ALS: Sunday has been for a long time my favorite day, for me is a day with zero expectations, where all the rush of the weekend is gone and the cream of the people is outside, those that no need to respond to upcoming Monday stress. Monday morning gym, brunch, park/outdoor, evening live music. all venues and activities that fuel my mind and creativity.

FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
ALS: Start Early!! be hungry of learning and most importantly find a mentor. I can't stress enough the importance of learn from others mistake and gain knowledge from someone who has already been there and went thought the same process. lastly but not last, you must achieve a level of mastery on one aspect of what you do, just pick one and be it's prophet.

FS: From your perspective, what would you say are some positives and negatives of being a designer?
ALS: Who ever is in a constant state of thinking, creating, imagining is alive, and feeling alive is the best that could happen to a human being. whether a cook, a writer, scientist or photographer, come up with new ideas and make the world a better place can only have positive sides.

FS: What is your "golden rule" in design?
ALS: Think twice

FS: What skills are most important for a designer?
ALS: Observation

FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
ALS: The most important thing for me is to be able to materialize, fast, a prototype, therefore a few pieces of wood, cardboard, some plastics, marble and metal are a must have, I implement that with tools and I'm ready to go. Along that Rhino 3D modeling is my to go software.

FS: Designing can sometimes be a really time consuming task, how do you manage your time?
ALS: I have a routine set in place which works wonders. All began thou by an early alarm. I dedicate the morning to the process I call desk related tasks, like using softwares, checking email, sketching and drinking my coffee. I dedicate the afternoon to the more energy taken processes, which I call woodshop. That is all about making, sculpturing, sawing milling and hammering. The evening is dedicated to stilling from the great masters, info in, garbage out.


FS: How long does it take to design an object from beginning to end?
ALS: All depends of the circumstances. Under a contract, the agreement will determine the time and deliveries, since there is a client whos controlling the budget. In case of an in-house project, things are organic let's say. I enjoy brainstorming with my colleagues, I feel like is the process in which we should dedicate the most time, no constrains since whatever will come out from it will pave the road for the next steps. By getting this part right an idea can materialize in 2/3 weeks

FS: What is the most frequently asked question to you, as a designer?
ALS: How would you imagine this...?

FS: What was your most important job experience?
ALS: Without a doubt was a job in which I needed to deal with a team of 50+ people. From land owners to lawyers, architects and contractors. 50.000sqm of commercial development in a foreigner language. It remained in my mind because it taught me how to handle and communicate in a way that the job could be completed fast and perfectly executed.

FS: Who are some of your clients?
ALS: Furniture companies - Residential developers - Private customers

FS: What type of design work do you enjoy the most and why?
ALS: By far working with wood is the most enjoyable work. Wood is knowledge, is challenging, it requires the best of you, the process of imagining something and being able to bringing to life using your hands is priceless.

FS: What are your future plans? What is next for you?
ALS: Explore the possibilities and interaction between natural fibers & technology. Orbita, which is my latest lamp does that. I want to continue developing high-tech products with an emphasis on craft and natural material. Next are two more pieces that add to the lamp collection and a collaboration with an Italian company for the development of a Bedroom furniture line.

FS: Do you work as a team, or do you develop your designs yourself?
ALS: Explore the possibilities and interaction between natural fibers & technology. Orbita, which is my latest lamp does that. I want to continue developing high-tech products with an emphasis on craft and natural material. Next are two more pieces that add to the lamp collection and a collaboration with an Italian company for the development of a Bedroom furniture line.

FS: Do you have any works-in-progress being designed that you would like to talk about?
ALS: In terms of Interior Design I have accepted to do one more and it is probably the best stage in which apply 20 years of learning, it is 500sqm state in lake Washington Seattle. For the furniture collection, This year I'm coming out with 2 great collaborations. The first on see a Bedroom set for a local brand and a new furniture line for an Italian company. On the In-House projects, I'll continue with Orbita and two more lighting fixtures that are gonna explore natural fivers and tech with a high dose of user interaction.


FS: How can people contact you?
ALS: @Atelier.luer and @Designlkpro on Instagram
www.atelierluer.com
andres@atelierluer.com

FS: Any other things you would like to cover that have not been covered in these questions?
ALS: "Deviation to the norm is the pillar of progress" I love this quote and I think there is so much to learn from those whom have changed the world for batter, with their ideas.

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 Andres Luer Solorza at Monday 16th of May 2022

FS: Could you please tell us about your experience as a designer, artist, architect or creator?
ALS: During my degree in Florence I had my first collaborations which then became actual contracts and defined the moment I entered the business of being a Designer. Some parts of being a Designer are learned in university but some others are learned on the way and take years to fully engage. I remember working for a Yacht company in Italy that had the toughest delivery schedules and budgets, that was the moment I understood that there was more than just coming out with brilliant ideas, they needed to be grounded and work in a business environment.

FS: How did you become a designer?
ALS: I started my journey as a creator, as the term itself describes, Manu-facture was my main interest. At an early age I got involved in woodworking which later on expanded to all the disciplines required to become a Designer. I learned the process and steps required to translate an idea into a market product, work with deadlines and search for solutions that were cost effective and impactful and more importantly deal with teams. One thing was to build by myself, another very different is to have more people involved.

FS: What are your priorities, technique and style when designing?
ALS: Every time I start a new project I spend a great deal of time researching, I want to know if there is something like this on the market, what are the current solutions and which are the latest technologies to achieve that. From that onwards the process is fairly straightforward. In-house development has a different pace in comparison with client's requests so it's at that point where I integrate the business model I've learned from working with larger companies. Having the possibility of making, modeling, real life prototypes in-house is a great advantage, I can get immediate feedback about ergonomics, sizes and materials performances, often accompanied by a 3D modeling on Rhinoceros. When it comes to rendering, I want full control on textures and graphics, so I always create renders myself using Photoshop.

FS: Which emotions do you feel when designing?
ALS: I compare the emotion of the design process as the curve of parenthood. It starts with the excitement of getting to know someone new, then it moves to a full time dedication to reach its peak as you see the object. Next is the time of growth and maturity and finally letting the grown and finished product enter the market and have a life on its own, while I'm proud of it. Positive response from final users or clients is what fuels me to continue and gain confidence for the next upcoming task.

FS: What particular aspects of your background shaped you as a designer?
ALS: The ability to look with an open mind to what exceptional minds have done and grasp from there the right hints to come up with new ideas, is what has made my creative process successful. Maybe it is true that everything has been designed but it's about how to bring it to the context where new solutions are found, therefore the constant cycle of innovation keeps running.

FS: What is your growth path? What are your future plans? What is your dream design project?
ALS: Opening a second business in a new country has meant learning all about this new market, a lot of information has to be digested which translate in personal and business growth. The US market is one of the best and most competitive, building my presence here represents my biggest goal. The future looks fantastic, I'm gonna add to my current catalog a few more pieces, expand my collection and establish my name engaging into new collaborations.

FS: What are your advices to designers who are at the beginning of their career?
ALS: Be curious and hungry of learning, the world today goes so fast that in order to leave your mark you must carry with you an important luggage of knowledge.
A great painter we all know once said "good artist copy, great artists steal". If you are humble enough to look at someone's work and be taken by it, you could then come out with the right clue to create something exceptional.

FS: You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?
ALS: Self esteem is crucial. Learning how to present your ideas will put you in front of the right people and places. This is probably one of the most difficult talents you need to master. Be careful not to confuse it with arrogance. Design is also about collaboration, knowing how to deal with people will help you to delegate and create an environment where ideas flow.

FS: What is your day to day look like?
ALS: I have understood that time is finite, yes let me repeat this, time IS finite. We go through life thinking that there will always be a tomorrow from which we borrow. I have a routine that works wonders. It's been a few years now that my alarm goes off at 6:45. Waking up early is by far the best way to trick time. Morning chores like emails and calls take around 30 to 45 minutes max. I delegate most of these tasks. The rest of the morning is for exercise and conceptualization, meaning all the mental and physical activity that goes into the landing of an idea, such as sketch, drawings, research, 3D modeling. Lunch is at 12 sharp, btw it's my first meal, since I practice intermittent fasting seriously. Then the rest of the day goes all at the studio where i Manu-Facture prototypes, models and final products.

FS: How do you keep up with latest design trends? To what extent do design trends matter?
ALS: I have no problem immersing myself into extended research, for me it's crucial to gauge what's out there, what's new and where there is room for improvement. Today's trends are transitory, they play no role in the big scheme of things. The big trends that have defined the world as we know it, have already been created and are those I take clues from.

FS: How do you know if a product or project is well designed? How do you define good design?
ALS: There is a saying " if my grandma can't understand the function, you have to get back to the chalkboard" A great product is about that, it brings a positive experience to the user. This could come in hundreds of different shapes and complexities. One great example is Dyson products. It tackles a simple task, such as cleaning the floor. This is the tricky part, and the equation goes like this: thanks to the advanced system behind their products, cleaning the floor becomes a simple task for the user. In other cases the user's experience is enhanced not by technology or cutting edge systems, rather something intangible like art. The best example I can think of is Stark's juicer, what makes the user experience unforgettable is the poetry not the fact that you can get more juice from the orange.

FS: How do you decide if your design is ready?
ALS: A product is ready for the time and place it has been conceived only, but the ever evolving cycle never ends. The train is hundred years old and has never stopped evolving, it was once ready when the engineers successfully harnessed the steam power, at that specific period of time, then again was ready when the electricity was introduced and ready again when it was introduced with magnets

FS: What is your biggest design work?
ALS: By far the biggest work is the one you have to fund yourself. It implicates risks and dynamics that if overcome, pay off in multiple levels of your life. Suspending an income or stream of money to dedicate your time to your own project development is risky but rewarding. The good thing is that even failure during this exercise can teach you a lot. Orbita, which is my first lighting product, took me two and a half years of work, I derived everything into it and its success took me to a place I was just dreaming years ago.

FS: Who is your favourite designer?
ALS: It may sound like a cliché but to me Stark became the epitome of design. He was able to add art, poetry and challenge function like no one else. It had his period of influence on the whole spectrum of design and at a certain point he understood that his work wasn't tackling the issues our time was facing and with a remarkable speech acknowledged that design today needed something else. This is profound.

FS: Would you tell us a bit about your lifestyle and culture?
ALS: There is a valid concept that says you are what you eat, but there is an even more profound one which is, you express what you have lived. Richard Florida in his book Who's your city explains the deep connection between who you are and where you live, people surroundings and experiences are all subject to the environment in which you move. I have the opportunity to live in Italy for many years which accounts for the most part the success I have as a designer. I wouldn't be able to imagine and conceive ideas without it. At first, travels can leave only a few pictures worth remembering but if you let yourself be permeated by different cultures they will start building up on you a foundation that works as an endless source of inspiration.

FS: Would you tell us more about your work culture and business philosophy?
ALS: I have two teams spread across two different continents, that makes me a 24h worker, when I'm sleeping they are working and vice versa. I can't imagine working locally based nowadays, globalization is not only having buyers from all over the world, rather finding the work force that keeps the ball rolling while we are asleep.

FS: What are your philanthropic contributions to society as a designer, artist and architect?
ALS: Recognizing the value of cultures is crucial. During these recent years I have started three join ventures with craftsmen/ artisan to develop products from which both parties benefit. The input of ancestral knowledge combined with today's advances in technology merge bringing to the market the ultimate craft.

FS: What positive experiences you had when you attend the A’ Design Award?
ALS: we can all claim we are something, but it is the recognition of the masses that ultimately determine the success of your career. Art is by far the most volatile status of all. Who is an artist? ADesign is the best platform to expose your talent, in my case having won twice I can confidently gauge the benefits and the influence that had on me. The best part is the network that ADesign has set in place, a web like no other where all sorts of ideas and people can connect.

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.