Interview with designer Susanne Leitner (SL), regarding views on design, and for the award-winning design Fugoo Cult Bag Handbag.

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Interview with Susanne Leitner at Tuesday 12th of March 2013: DI: What is the main principle, idea and inspiration behind your design?
SL : The main Principle is to design bags in exotic forms.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
SL : Main focus was to hide straps and clasps in the design.

DI: What are your future plans for this award winning design?
SL : We want to make the CULT BAG a must have for fashionistas.

DI: How long did it take you to design this particular concept?
SL : It took about two years.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
SL : I wanted to re-design the handbag concept.

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?
SL : All our products are hand-made by our company.

DI: What made you design this particular type of work?
SL : I had a handbag-project during my study.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
SL : Chanel hard case handbag 2005 influenced my work.

DI: Who is the target customer for his design?
SL : The woman from 30 to 55 years.

DI: What sets this design apart from other similar or resembling concepts?
SL : It is a handbag that does not look like one.

DI: How did you come up with the name for this design? What does it mean?
SL : FUGOO is lent ftom the japanese fugu-fish.

DI: Which design tools did you use when you were working on this project?
SL : Trial and error. ;)

DI: What is the most unique aspect of your design?
SL : It is a handbag that doesn´t look like one.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
SL : I did it all by myself.

DI: What is the role of technology in this particular design?
SL : Technology, especially the strap mechanism and the hidden clasps are a main principle of this design.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
SL : I made a research about the history of handbags.

DI: What are some of the challenges you faced during the design/realization of your concept?
SL : The main challenge was to produce it by myself.

DI: How did you decide to submit your design to an international design competition?
SL : I got an email.

DI: What did you learn or how did you improve yourself during the designing of this work?
SL : I learned a lot about crafting handbags and how to deal with leather.

DI: Any other things you would like to cover that have not been covered in these questions?
SL : FUGOO CULT BAG is my first Design that achieved serial production.