Interview with designer ANNA MORAITOU (AM), regarding views on design, and for the award-winning design Cell Coffee Table.

For High-Resolution Images & More Info Visit:

Interview with ANNA MORAITOU at Wednesday 16th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
AM : I was inspired by a chess game and the alternation of white and black boxes. The idea was each one of these boxes to have a different size and colour so to set apart little things that usually are spread around our living room.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
AM : I wanted this piece of furniture to interact with the room it would be placed in, by repeating these boxes on the wall or on the side.

DI: What are your future plans for this award winning design?
AM : To sell or lease the production rights, or sell it separately to individuals. I plan to use this award to promote other designs as well.

DI: How long did it take you to design this particular concept?
AM : This was a brainstorming idea and the drawings came out very quickly. I would say a couple of weeks.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
AM : This design was commissioned by a family, looking for a "pop" coffee table with storage space. Since it was supposed to be placed inside a small apartment, it had to be mobile and compact.

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?
AM : I plan to sell or lease the production rights.

DI: What made you design this particular type of work?
AM : The fact that most of coffee tables where either "boring" or non-functional.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
AM : Ι am a member of a creative designing team - desarch architects - and we influence each other.

DI: Who is the target customer for his design?
AM : Individuals or preferably manufacturing companies that would like to buy or rent the production rights.

DI: What sets this design apart from other similar or resembling concepts?
AM : The fact that there are different hidden cabinets of different size and colour, to put little objects or paper separated.

DI: How did you come up with the name for this design? What does it mean?
AM : It actually consists of "cells". Each cell corresponds to a different need, a different storage area, of different size and colour. Colours interact with each other and with the space they are placed in.

DI: Which design tools did you use when you were working on this project?
AM : My sketchbook, design cad software and a colour palette.

DI: What is the most unique aspect of your design?
AM : The colour interaction.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
AM : With a carpenter.

DI: What is the role of technology in this particular design?
AM : none

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
AM : nothing

DI: What are some of the challenges you faced during the design/realization of your concept?
AM : nothing

DI: How did you decide to submit your design to an international design competition?
AM : After the positive comments and feedback I had, while it was exhibited during a design exhibition in Greece. I thought it should be presented internationally.

DI: What did you learn or how did you improve yourself during the designing of this work?
AM : I got more extrovert, I learned to exhibit my work.

DI: Any other things you would like to cover that have not been covered in these questions?
AM : no