Interview with designer Wesam Mazhar Haddad (WH), regarding views on design, and for the award-winning design Matchsticks Forest Poster Series.

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Interview with Wesam Mazhar Haddad at Sunday 24th of April 2016: DI: What is the main principle, idea and inspiration behind your design?
WH : One tree makes a million matchsticks; one matchstick burns a million trees. Revelation comes across in any sort. It comes as a heartache consideration for the unstopping desertification in my homeland, as a stroke admiration for a Jackson Pollock's painting, or as a haphazard combination between a hairbrush and useless matchsticks.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
WH : An out of context visuals made of an extraordinary materials. Every single entity of a matchstick stands out as a unique character, a piece of art. it resembles a shape of a living creature, which evokes simultaneously the essence fact that these matchsticks were originally part of a living being "Tree".

DI: What are your future plans for this award winning design?
WH : I would love to take it to the next level from being a printed visual piece of graphic design to a realtime installation. Imagine walking within these huge matchsticks, smelling the sulfur, seeing the smoke, hearing the sounds of animals suffering. A walk through into the Matchsticks Forest, seeing the charred bodies of different animals stoned in silence. I really want people to live the look and feel of the opposite sensation of a beautiful green forest into an aftermath horror tragedy of a burned forest.

DI: How long did it take you to design this particular concept?
WH : Thousands of matchsticks used to accomplish these visuals. Several weeks consumed to build the entire composition regardless of the difficult implementation.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
WH : Worthless left over matchsticks were the main afflatus in this work, creativity is to get the best out of nothing. These posters were designed for The 5th International Competition NAGOYA DESIGN DO!in Japan. The theme was "For Someone Else-Communication and Collaboration" and they were awarded the Gold Prize.

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?
WH : I'm open to accept proposals from any institutions, exhibitions or sponsors to implement the same concept as a realtime installation indoor or outdoor. An indulgence for the six senses.

DI: What made you design this particular type of work?
WH : I dreamed about it.

DI: Who is the target customer for his design?
WH : Mass.

DI: What sets this design apart from other similar or resembling concepts?
WH : It touches every single human no matter of their culture /ethnic backgrounds. Matchsticks Forest Poster Series generated a huge impact for many years, they won many international awards and exhibited all around the globe.

DI: Which design tools did you use when you were working on this project?
WH : The secret to creativity is knowing how to hide your sources. "Albert Einstein".

DI: What is the most unique aspect of your design?
WH : These posters have a universal hidden sensation. They make people wonder regardless of their education, knowledge or background.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
WH : Forests make up less than 1 per cent of Jordan's land area.

DI: What are some of the challenges you faced during the design/realization of your concept?
WH : A composition out of matchsticks was a complicated project. Working with such fragile and sensitive elements was a huge challenge. A small blow, unintended move could destroy days of working.

DI: What did you learn or how did you improve yourself during the designing of this work?
WH : I suffered personally from the smell of sulfur during the process, that gave me a tiny portion of what really occurs when a huge fire hits a forest. However, I do still enjoy the smell of a burning matchstick, don't you?