Interview with designer MARCELO LOPES (ML), regarding views on design, and for the award-winning design Amaranto Restaurant Institutional Campaign.

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Interview with MARCELO LOPES at Monday 25th of March 2013: DI: What is the main principle, idea and inspiration behind your design?
ML : This institutional campaign was inspired by surrealism!

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
ML : Regular day-to day images transformed into surrealism - each person’s take of the image leads to the understanding of the sense of humor behind them.

DI: What are your future plans for this award winning design?
ML : I don’t have future plans for this project because the main focus was to developed institutional campaign for Amaranto restaurant – restaurant of Caesar business hotels The future plans are only to include in my portfolio like one more award project and maybe to get new clients. (smiles).

DI: How long did it take you to design this particular concept?
ML : This project took less than one month.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
ML : This project was a commissioned design.

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?
ML : This project is being used by the client – Amaranto Restaurant – restaurant of Caesar Business Hotels.

DI: What made you design this particular type of work?
ML : The Client asked for a campaign whose references radically differed from the images generally used in restaurant ads, away from the conventional images of plates with food or people eating.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
ML : No, I didn’t have any influence from other designs. I just created based on the briefing of the client and used the inspiration of surrealism! I love Salvador Dali and it was the inspiration for this project.

DI: Who is the target customer for his design?
ML : The target of this project is the customer of the restaurant and people living in the area of the restaurant.

DI: What sets this design apart from other similar or resembling concepts?
ML : The conception of the photos.

DI: How did you come up with the name for this design? What does it mean?
ML : Nowadays, given the large number of restaurants, the main focus is offering dishes other than traditional dishes. We analyzed the menu and came up with the name of the campaign, inspired by the restaurant’s cooking concept, whereby mixing different types of food actually result in new flavors. Thinking about it we research the name for the campaign and we decided for: Reinventing flavors!

DI: Which design tools did you use when you were working on this project?
ML : Only the inspiration of surrealism!

DI: What is the most unique aspect of your design?
ML : I think that was the created images.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
ML : No, we made this project respecting the briefing of the client only.

DI: What are some of the challenges you faced during the design/realization of your concept?
ML : To be original. Presents for the client some new concept for the institutional campaign of the restaurant.

DI: How did you decide to submit your design to an international design competition?
ML : I decided to submit to A´Design awards because I very much liked the proposal of this international design competition and I believe in my creations, with this kind of competition, will be well promoted

DI: What did you learn or how did you improve yourself during the designing of this work?
ML : I didn’t learn anything new with this project. I just had a great time creating the campaign concept and creating the images.