Interview with designer Ampro Design (AD), regarding views on design, and for the award-winning design Undercover Pinot Noir Unique Gift.

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Interview with Ampro Design at Friday 19th of April 2013: DI: What is the main principle, idea and inspiration behind your design?
AD : At Ampro Design, we develop "outside the box" ideas. We wanted to stand out amongst the gifts received by our clients and sure we did. Being restricted to receive alcohol as a gift, we created a unique gift, an undercover idea of packaging for the finest Pinot Noir Wine.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
AD : We went for simplicity, but in the same time we wanted to attract people to read our riddle and not to have a surprise when they open the bottle.

DI: What are your future plans for this award winning design?
AD : This design is amongst the most representative for our design agency. It's been appreciated in many countries and design blogs and we can say that it was viral.

DI: How long did it take you to design this particular concept?
AD : There were several sketches for the bottle and it took a little while for the final decision.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
AD : This design was an inspiration of our Creative Partner Irinel Ionescu. Seeing lots of bottles of wine awarded internationally, he decided to take a different approach to this kind of product.

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?
AD : We produced this bottle in the last winter and gave as gifts to our clients. But as you know, everything is for sale.

DI: What sets this design apart from other similar or resembling concepts?
AD : The Undercover Pinot Noir bottle stands out by impressing creativity and difference between expectation and reality.

DI: How did you come up with the name for this design? What does it mean?
AD : The bottle had several names internal, but it is formally named as "Undercover Pinot Noir". If the trick is in the package, we wanted the name to be clear, representative and formal.