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DI: What is the main principle, idea and inspiration behind your design?

: The main idea came from wanting to evoke the romance of travel - to link the various hotels in the chain to one another, through these vivid poems of time, place, and adventure.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

: Simplicity - making sure the story is right and that it can be implemented.

DI: What are your future plans for this award winning design?

: Working more closely with translators, printers, etc, to roll it out.

DI: How long did it take you to design this particular concept?

: Three weeks.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?

: The hotel chain wanted to start bringing a storytelling theme into the master brand. This started with a website redesign with more editorial content, and when they asked to change up the packaging for the in-room amenities, it seemed like a good opportunity to continue that thinking.

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?

: It's in use by a hotel chain.

DI: What made you design this particular type of work?

: Well, they asked me to! But another big consideration was about instagram moments - that people want to show these pieces off on the shelf.

DI: Where there any other designs and/or designers that helped the influence the design of your work?

: There was a lot of looking at luxury packaging, but a lot of it was the writer.

DI: Who is the target customer for his design?

: Hotel guests for a luxury chain.

DI: What sets this design apart from other similar or resembling concepts?

: The ability to get close and be surprised by a story - directly relevant to the idea of escape and travel.

DI: How did you come up with the name for this design? What does it mean?

: Well, its poetry on hotel packaging.

DI: Which design tools did you use when you were working on this project?

: Illustrator mainly.

DI: What is the most unique aspect of your design?

: Likely the concept.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?

: Printers, writers, and (in progress) Arabic and Chinese translators.

DI: What is the role of technology in this particular design?

: Technology here is about printing techniques - better dies for embossing.

DI: What are some of the challenges you faced during the design/realization of your concept?

: Mainly client buy-in. The client had been shifting things around in the brand lately, and was struggling to act on broadly-defined brand principles.

DI: How did you decide to submit your design to an international design competition?

: Every once in a while, you take a chance!