Interview with designer Prompong Hakk (PH), regarding views on design, and for the award-winning design A-Maze Knifeblock.

For High-Resolution Images & More Info Visit:

Interview with Prompong Hakk at Thursday 17th of April 2014: DI: What is the main principle, idea and inspiration behind your design?
PH : When designing a-maze I first wanted to tackle problems of hygiene and secondly problems of space. Most knife blocks I had come across were extremely large for the storage they offered. Inspired by the variable widths of knives I drew blocks for each of them and realized that I could configure them in this maze which then led me to creating the final a-maze Design.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
PH : I wanted to create a really simple, innovative yet visually interesting design piece. It was imperative that SNF's first product would create enough hype to support SNF's design led brand vision. That's why a-maze had to create a unique stand in the world of knife blocks.

DI: What are your future plans for this award winning design?
PH : a-maze will become SNF's flagship design and the inspiration to new additions for the SNF range. There are plans to refine the Design further such as a slanted option and additional shapes.

DI: How long did it take you to design this particular concept?
PH : We worked on a-maze's concept for about one month with three months in production development before our first safety passing working prototype was finished.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
PH : a-maze was designed as a pitch to WIKO cutlery. We followed our own brief and our own insight to come up with a range of various knife blocks with a-maze catching the eye of WIKO's founder Jonathan Lo who then supported its development and our current working relationship on developing the SNF brand.

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?
PH : a-maze design is produced by the WIKO Cutlery group under the SNF brand.

DI: What made you design this particular type of work?
PH : We were pitching for a job with WIKO Cutlery.

DI: Where there any other designs and/or designers that helped the influence the design of your work?
PH : No.

DI: Who is the target customer for his design?
PH : All people who value a different take on a knife block.

DI: What sets this design apart from other similar or resembling concepts?
PH : a-maze is extremely compact in comparison to other knife blocks. It also stores knives in a very organized way despite its unique looks.

DI: How did you come up with the name for this design? What does it mean?
PH : The name was really part of the Design and became of full meaning when the Design was finished.

DI: Which design tools did you use when you were working on this project?
PH : Sketching and CAD.

DI: What is the most unique aspect of your design?
PH : The maze formation and storage of multiple knives.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
PH : No.

DI: What is the role of technology in this particular design?
PH : The Design was created to be made using existing technologies.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
PH : No.

DI: What are some of the challenges you faced during the design/realization of your concept?
PH : One of the challenges was to make the Design drop-proof from a standard table counter. This requires the change from an originally slanted version to a straight up Design.

DI: How did you decide to submit your design to an international design competition?
PH : I came across the A’Design award by looking up another Designer who was affiliated with it.

DI: What did you learn or how did you improve yourself during the designing of this work?
PH : Being one of my first commercially successful Designs, a-maze has launched an array of new ideas for me and injected me with more confidence in my Design style and belief.

DI: Any other things you would like to cover that have not been covered in these questions?
PH : No.