Interview with designer stav axenfeld (sa), regarding views on design, and for the award-winning design Two Spoons of Sugar Sugarcubes.

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Interview with stav axenfeld at Monday 23rd of April 2012: DI: What is the main principle, idea and inspiration behind your design?
sa : Two spoons of sugar inspired from the moment when you are being asked for the amount of sugar you usually put in your coffee. The sugar cubes at the shape of Roman numbers, each sugar cubes consist one, two or three sugar spoons. The sugar cubes comes in white and Demerara Sugar.

DI: How long did it take you to design this particular concept?
sa : The project started in April and finished in August 2008 in israel, and was exhibited in Tokyo designers week 2011, as part of the designboom mart.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
sa : Most of my inspiration comes from Language, and every day situations. This phrase " two spoons of sugar" is very common. I had the idea and decided to pursuit my inspiration.

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?
sa : the sugar cubes isn't produced or used yet' but I would like it to be. meanwhile it is still home made sugar cubes.

DI: How did you come up with the name for this design? What does it mean?
sa : The name of the product comes from a very common israeli figure of speech.

DI: Any other things you would like to cover that have not been covered in these questions?
sa : The first sketches of "Two spoons of sugar" were made in the shape of regular numbers and not roman numbers. However the cubes' size and amount of sugar wasn't constant, Therefore I decided to change the shape in to roman numbers.