Interview with designer Yotam Shifroni (YS), regarding views on design, and for the award-winning design Click Light Interactive Lighting.

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Interview with Yotam Shifroni at Wednesday 20th of March 2019: DI: What is the main principle, idea and inspiration behind your design?
YS : In our studio, which we founded in 2015, we have been exploring the relationship between improvisation and design. In some of our latest products, we have been rethinking the light switch. Instead of being a necessary blemish, or 'afterthought', it becomes, in our work, another focal point. We are looking for a playful, dynamic 'switching' experience. In most cases, the artist is the one getting all the fun from creating a piece of art, and from testing different variations. But with Click Light, the creative game is moved to the customer. After displaying the "Click Light" to various customers it turns out that different people see a different potential in it: A child in Wanted Design was fascinating with the ability to create different shapes and easily change it. A mid age couple who bought it and installed it in the bedroom created a new interactive "language" for their intimate relationship. Each different shape symbol to the partner a message.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?
YS : In our works we wish to shed new light on the objects and narratives that surround us. It might be a found object, memory, traditional craft, or a cultural phenomenon. The light reveals to us new layers, hidden layers. It makes us notice new details we haven't noticed before. The braided structure of the rope fabric in "Click Light" is being newly revealed and illuminated by the interwoven light. People who see the work for the first time immediately want to touch it. Some say it looks like a snake's skin, magical vine, or simulation of brain neurons. So an inert, 'everyday' material comes alive in various ways in the eyes of the customer. Our favorite part of the process is the moment when the people see the magnet closes the circuit and the first rope is lit. Something clicks in their brains, it is a clear "Aha!" moment.

DI: What are your future plans for this award winning design?
YS : We launched Click Light at Wanted Design and a NY lighting designer bought the first prototype on the floor. It was featured in DesignBoom, YankoDesign and SolidSmack. A few hours after our website went live with the product, it almost crashed due to the huge volume of traffic. Currently we have limited manufacturing capability and we are supplying on a basis of first to order the first to ship. We are expanding our manufacturing capability and are looking for distributors worldwide.

DI: How long did it take you to design this particular concept?
YS : We got the first idea a few days before our honeymoon. After a few days, we had a first very rough designed prototype. When we came back, we fine-tuned the prototype played with few different versions and ended up by applying for a patent and built the final prototype for the Wanted Design fair. It took about 18 months to refine the design to fit our vision.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
YS : The Click Light is the result of long research processes undertaken in the studio. We love to ask and reinterpret a-new the essence of known artifacts and to enable new behaviors that result from the re-interpretation. For example, one of our customers that had the light fixture installed in her bedroom excitedly told us that she and her husband are going to use the product to communicate “availability of intimacy”- if in that evening there is a knot in one of the ropes then it is a sign for action. In another case, in the exhibition in Manhattan, a 10 year old boy name Eliott feel in love with the pieces and played with the ropes for half an hour while Adi spoke with the mother. At the end he asked that we photograph his design. From his perspective, his design was just as good as ours and this is one of the behavioral responses we wanted to create with the Click Light.

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?
YS : We just started a collaboration with the lighting firm Aqua Creations and we will re-launch the product with them.