Interviews with Shelly Agronin

During the pandemic, people all around the world started to work from home. The challenge of this project was to create a desirable object that will upgrade any home office and will make the work from home more pleasant.

In the situation of total chaos of 2020, I wanted to create a little miracle. The idea behind the form was to make something very simple that you just put on the shelf and it works without any additional afford.

I’m looking for collaboration with design and home accessories stores in Europe.

About 4 months from the first sketches to the final product.

The project began on March 2020, at the very beginning of the first lockdown. During this period, I, like lots of people all around the world felt that time has slowed down. Liquid, melted time was the inspiration for Salvador clock.

Right now, “Salvador Clock” is a part of my own brand. It is sold both on my website and by resellers in several countries in the world. I’m always open to new suggestions, collaborations, and opportunities.

I like to create simple and stylish items. Minimum parts – maximum emotions.

The design was inspired by the well-known Salvador Dali’s painting “The Persistence of Memory”.

My target audience is people that appreciate the sophistication of simplicity.

At the very beginning, I aimed this clock for offices and new home offices, which became very popular during Covid-19. However, my customers use the item for decorating not just offices but bedrooms, living rooms, and even dorms.

No installation or gluing is required. Just place the clock on the shelf and enjoy.

It was very easy. The clock was named after Salvador Dali.

Ballpoint pen & white paper, eyes, SolidWorks, utility knife.

The combination of surrealism, minimalism, and the functionality in one object.

I use laser cutting. This technology allows me to produce a small batch without investing in tooling.

It is very symbolic for me to submit a design that was done during the lockdown, to the international competition. It will be even more symbolic to participate in Gala Night and meet designers all over the world thanks to this “lockdowned” design.

I was born in Kiev, Ukraine. I was the only child in the family and spent a lot of time alone, painting, drawing, and creating items from different materials.

When I was 12, my family moved to Israel. The first years in a new country with a different culture and language were not easy for us. At that time, painting and creating became the best and almost the only way for self-expression.

After high school, I decided to study architecture and went to an open day at Bezalel – an academy of art and design in Jerusalem. I accidentally entered the wrong class, where the lecturer talked about the development of products, materials, technologies, and innovation. At that moment, I fell in love with industrial design.

“Wallaby” is a multidisciplinary design studio in Israel headed by Shelly Agronin. We work with established and new brands to bring product and design visions to life. Our design is about creating a deeper connection between people, the environment, and the things we own.

The studio focuses on metal-origami and origami-like products.

Beauty + emotions + science + magic = DESIGN

I like to create simple and stylish items. Minimum parts – maximum emotions.

My favorite design is a metal-origami BULL. The figurine is sold in a flat state that the customer will fold.

It’s really exciting to turn a flat piece of metal into a stylish sculpture using just your hands.

One of the first items I designed for a company was a plastic juice bottle for one of the biggest Israeli companies, “Jafora Tavori”. For a couple of years, it was a nice feeling to see shelves full of copies of my design in the supermarkets.

My favorite technology in the last decade is metal bending. Even after the development of hundreds of products, the process of transitioning from a two-dimensional layout to a three-dimensional product amazes me every time.

During the early morning hours.

After a meeting with inspiring people.

After reading a good book, visiting new places, or watching a great movie.

When things go wrong, and I’m looking for a positive emotions.

Emotions, user experience, and the story behind the object.

It’s usually a mix of high concentration, excitement, and freedom.

It is always very exciting to hold something in my hands that was once just a napkin sketch a couple of months ago. Launching a new product reminds me of my daughter’s first day in kindergarten when I needed to take a step back and let her go.

A well-designed object should bring out emotions. Design based on emotions can deeply affect the overall user experience since emotions influence decision making, affect attention and memory, and generate meaning.

Simplicity, innovation, aesthetic, ease of use, functionality.

Design is an ability and a responsibility to use skills for good to improve lives, create emotions, and bring people together.

MAISON & OBJET Paris 2020

According to my understanding, there is no place for a “pure style” in the contemporary design world. Since, now more than ever, we are open to the entire world and are inspired by it, most designs are very eclectic. So, I don’t think I have a specific style; I would say I have a methodology.

My work with a company is always a combination of my own philosophy and the client’s philosophy.

This is the case from the very first briefings to consolidate and identify the client’s present and future needs to the translation of the designs into 3d models, technical drawings, and production files.

Since design is not an exact science, it’s very important that the designer and the company understand the words “good”, “right”, and “beautiful” in the same way.

Two wall decors by studio Umasqu.

A tiny silver mouse amulet on my working desk made by a Ukrainian designer and ordered on ETSY.

Fossil Philippe Starck watch.

iPad by Apple.

A cardboard sculpture made by my daughter.

Keep your fire of excitement burning during each project.

The designer has to be in love with the creation process.

Open mind, curiosity, fearless, and professionalism.

Tools: ballpoint pen & white paper, eyes, SolidWorks, Photoshop, utility knife.

Inspiration: the art of origami, everyday life, Instagram & Google.

Time management and work-life balance are tough issues for a mother of three. However, the most time-consuming activity is not the design process itself but a lot of distracting things like bureaucracy, production management, WhatsApp, etc.

It really depends on the project. Sometimes it takes just a couple of weeks, and the very first models are great. In other cases, it may take a couple of months and even years. However, if the initial concept of the product is good, all the next steps come easier.

How do you come up with new ideas?

My most important job experience has been being an independent designer. This is a great opportunity to be responsible for all stages of a product’s life, from the market research, throw concept, design, and production to advertising and selling.

Mobileye, DHL, The Israel Museum. Goldwind, Rosseto serving solutions.

Now I’m looking for new and surprising materials for the upcoming foldable collection.

Email: info@shellyagronin.com

Website: www.studio-wallaby.com

Instagram: studio_wallaby