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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.
Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
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.
Can you tell us more about your company / design studio?
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.
What is "design" for you?
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.
What kinds of works do you like designing most?
One-off objects.
What was the first thing you designed for a company?
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.
What kind of emotions do you feel when you design?
Passion, playfulness and curiosity.
What kind of emotions do you feel when your designs are realized?
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.
What makes a design successful?
When someone loves it and wants it.
When judging a design as good or bad, which aspects do you consider first?
Innovation and freshness.
From your point of view, what are the responsibilities of a designer for society and environment?
To make a product of high quality and long-lasting in all aspects.
How do you think the "design field" is evolving? What is the future of design?
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.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
Currently we are working on our solo exhibition, which will be held at the "Periscope" design gallery in Tel Aviv, Fall 2013.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
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.
Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
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.
What are 5 of your favorite design items at home?
Achille Castiglioni and Pier Giacomo Castiglioni Toio Floor Lamp; Moooi Dickie couch; iPad; Ford F350; My daughters: Didi and Layla
