DI: What is the main principle, idea and inspiration behind your design?
JW : The concept represents the state of a person who is filled with vitality, innovation, joy, freshness, boldness and positivism. This atmosphere inspires for action, mind process "out of box", search for new ideas and solutions meanwhile giving confidence to the individual and its abilities. Just open the door and embrace the flowing avalanche of orange fruits that symbolise the ideas and most positive events in life and continue going to the next room which is filled with soft pleasant luminosity. Allow to fulfil yourself with energy of "Orange Mood".
Based on psycho-physiological influence of colours I decided that dominating color of interior will be orange because it has healing effect on human. It helps to produce endorphins, is associated on subconscious level as energy, happiness, joy, helps to get out of depression and fills with inner strength. To integrate orange colours into interior while holding in mind the main goal I chose the orange fruits by association method.
DI: What has been your main focus in designing this work? Especially what did you want to achieve?
JW : This interior was created to promote new furniture collections of different brands distributed by Raumbild GmbH. My goal was to create interior for living room full of joy, cheerfulness, life-energy, happiness, courage, positivism enhanced with surrealistic elements that would not be possible to create in actual photo-studio. Both the new collection of furniture and accessories of given brands and budget was taken in to account.
DI: What are your future plans for this award winning design?
JW : This design has already fulfilled its mission as a digital Ad of a new furniture collection. However, I will use it in all my professional portfolios.
DI: How long did it take you to design this particular concept?
JW : It took me about 2 weeks to fully complete the concept – from the first vague ideas to the final production.
DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
JW : Luckily, the client gave a full freedom in my creativity for this concept. Therefore, I could really follow my inspiration in the scope of the technical specifications of the concept. The initial idea was to create a bold and catchy ad of the client’s furniture placed into an interior of a living space.
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?
JW : This design was created to promote new furniture collections of a brand presented by Raumbild GmbH. However, I have a right to use this concept in my portfolio.
DI: What made you design this particular type of work?
JW : I just love the combination of interior styling and 3D design. I’m also thrilled to create interior styling and new marketing concepts for furniture brands, that represent new collections and accessories in original way to attract potential clients.
DI: Where there any other designs and/or designers that helped the influence the design of your work?
JW : Usually I find inspiration from nature, colours, textures and sometimes other designers. But in this particular project this idea came by itself.
DI: Who is the target customer for his design?
JW : The target customer is a person, who is searching for some new furniture collections in online-shops and would like to buy something attractive, comfortable and modern for a good price.
DI: What sets this design apart from other similar or resembling concepts?
JW : The key of this concept is the way of presentation of the new furniture collection. The potential buyer could spend a lot of time searching the items online or scrolling the social medias seeing the targeted advertisement, which sometimes adds more information noise for customers, and makes it more challenging to filter and select the relevant and interesting ideas. Therefore, eye-catching ad has a greater chance of attracting a potential customer and generate an interest to follow the link to a manufacturer/reseller than any conventional ad.
DI: How did you come up with the name for this design? What does it mean?
JW : The name of design fully represents the main idea of the concept. The orange fruits and their energy symbolise inspiration and most positive events in life. They fill the room which is very conventional and calm interior which is interrupted by a sporadic and chaotic flow of “ideas” rushing into the room.
DI: Which design tools did you use when you were working on this project?
JW : The design concept was created in Photoshop and ArchiCad. The visualisation was made in Cinema 4D and Corona Renderer with the post-production in Photoshop.
DI: What is the most unique aspect of your design?
JW : I think, the most unique is the way of presenting the real furniture in this completely fantastic environment.
DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
JW : After final analysis of new furniture collections from the client I used Photoshop to create style and color combinations for selected items and also ArchiCad to create full interior to the smallest detail and prepare complete technical task for CG artist Vlad Greben who would take the project to Cinema 4D to complete it. I made corrections in 3D scene to maintain the original concept of the project. I used Photoshop for final post-production.
DI: What is the role of technology in this particular design?
JW : Modern technologies allowed production of this visualisation. Not only the design and editing software that made it possible to create this fantastic environment and simulate the motion of objects, but also the modern media, which develops a huge demand in digital art for digital media.
DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
JW : After analysing psycho-physiological influence of colours on human, analysis of new furniture collections from the client I used Photoshop to create style and color combinations for selected items and also prepare complete technical task for CG artist who would take the project to Cinema 4D to complete it.
DI: What are some of the challenges you faced during the design/realization of your concept?
JW : The main challenge was the distance in communication with CG Artist Vlad Greben and also converting the concept into 3D, in particular, the luminosity from the open door and the feel of motion of the orange fruits. Only after multiple corrections I was able to overcome this challenge and also thanks to great work of CG Artist Vlad Greben. In the beginning of the project the concept wouldn't come through but because of hard work we finally achieved the desired goal.
DI: How did you decide to submit your design to an international design competition?
JW : A manager of A’Design Award found some of my projects online and contacted me with a suggestion to nominate several of most outstanding designs for a competition. After reviewing all the selections I’ve chosen to nominate one of these design concepts to the contest.
DI: What did you learn or how did you improve yourself during the designing of this work?
JW : During this project I learned new skills such as Project Management. Especially it was a great opportunity to develop skills of collaborating and managing the project remotely.
DI: Any other things you would like to cover that have not been covered in these questions?
JW : Thank you for this interview, for your time and attention.