Interview with designer Stefan Radev (SR), regarding views on design, and for the award-winning design Vespeo Automatic Espresso MacHine.

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Interview with Stefan Radev at Tuesday 17th of April 2012: DI: What is the main principle, idea and inspiration behind your design?
SR : The main idea behind this project is to offer an unique automatic espresso machine for the „scootertarians“ (scooter fans) and not only.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
SR : „Vespeo“ has the mission to bring an yet missing experience in the iconic Vespa scooter lifestyle. The main focus was to form a design identity with a combination of tradition, modernity and Italian flair. The distinct design language reflects the Vespa style, defined by technical yet emotional surfaces.

DI: What are your future plans for this award winning design?
SR : I am open to inquiries regarding the form language of the Vespeo in terms of selling the rights, the design to be implemented into a market ready product.

DI: How long did it take you to design this particular concept?
SR : It took about a month to design this conceptual product, because of the tedious research, trial and error design process. This takes time until some interesting design directions are found.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
SR : This is a personal design project of which I always dreamed about. It was the desire to experiment and trying to find a new trend direction in the field of compact automatic Espresso machines.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
SR : I am open to inquiries regarding the form language of the Vespeo in terms of selling the rights, the design to be implemented into a market ready product.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
SR : I did the whole design process by myself, no other individuals were involved.

DI: Who is the target customer for his design?
SR : The target customers are the Vespa scooter fans, all the young people, those who feel young and live a modern easy going lifestyle.

DI: What sets this design apart from other similar or resembling concepts?
SR : What makes “Vespeo” unique is the form language and combination of traditional elements like the indicator for water, coffee, steam with modern technology, all related to the Vespa scooter style. Of course none of the design elements is copied from the scooters, it is interpreted in a way to resemble the specific style. Surface finish, material and color combination have been specially selected to represent the ritual of coffee preparation and culture.

DI: How did you come up with the name for this design? What does it mean?
SR : “Vespeo” comes from the word Vespa. A mixture between "Vespa-Coffee-Espresso".

DI: What is the most unique aspect of your design?
SR : Key element is the analogue indicator, which symbolizes a scooter dashboard, intelligently integrating important information about steam, level of coffee and water.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
SR : I did not collaborate with anyone for this design.

DI: What is the role of technology in this particular design?
SR : The main importance of the design is its produce-ability with traditional methods and technology, allowing a budget oriented production.

DI: What are some of the challenges you faced during the design/realization of your concept?
SR : The design challenge was to interpret the essence of the Vespa lifestyle into the design language of an Espresso machine. This distinct design language had to reflect tradition, modernity and Italian flair, defined by technical yet emotional surfaces.

DI: How did you decide to submit your design to an international design competition?
SR : The project was published at the end of May 2010 in international design Forums & Blogs, like YANKO Design, TUVIE etc. After receiving a lot of positive feedback around the design field in the world wide web it was only a logical step to compete with the design concept “Vespeo” for an international design award like A`Design Award. The origin of A`Design Award is Italian, so this was a perfect match in my eyes.

DI: What did you learn or how did you improve yourself during the designing of this work?
SR : As a product designer I have a years long multidisciplinary design experience in different fields of product design, like consumer and industrial goods. It is my nature to search for new challenges where I feel the opportunity to bring my previous knowledge and experience and expand it through experimenting in this specific concept design project.