My mother used to tell us about her childhood in Baghdad, where all her brothers and sisters used to gather in their house patio and invent new products from trash. They took these new objects to be sold in the market and that is how they made a living. I believe that it is in my bones.
Magenta operates as a boutique studio with a professional workshop. Our high quality products are a result of continues dialogue and cooperation between planning and production, each of them grows in the company from the inception of an idea to the final design.
For each project we choose the method and crew which are most suitable for the project.
Design is part of my life since I was a child. I always look for innovative and surprising ideas. I enjoy good food, good shoes and beautiful objects and I have a passion for them.
In 1992 I have planned and build a gallery/ shop in Jerusalem. It was a 20sqm room with my own works alongside a collection of favorite designer's work.
Magenta, as a manufacturer alongside a planning studio has the privilege to plan and realize in parallel, we built everything in our own atelier and this allows a constantly playful process.
I believe the future of design is in the reduction of mass production. The returning to professional crafts and traditional materials, where one can enjoy and appreciate the quality of material and work in his environment.
Through the daily work in the factory, I encounter problems and make mistakes. The outcomes are in many cases surprising and I use them as my inspiring models and sketches.
I live in Jerusalem, Israel.
Israel is a young and impulsive country. It is free from traditional design heritage and hierarchy and it allows her designers to be more spontaneous, fresh and courageous.
In Magenta, we are drawn to the craft feeling and primitive character in our objects and we try to maintain these aspects as part of our identity.
Our Studio is a place where, as in Israel, people of different backgrounds, religions and disciplines are coming to work together.