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Interview with Ana Maria Gonzalez Londono

Ana Maria Gonzalez is an eclectic designer. Weaving past learnings from a diverse background and experience with everyday renewed awareness.

Ana Maria Gonzalez Londono

Interview about Innato Collection Tableware Set Design Interview

Design Legend Interview

1 May 2020

I studied design in Colombia at Universidad de Los Andes. I was lucky to find a program that allowed me to explore design from different perspectives, it was just “Design”, with no “second” name as it is common, says fashion, industrial, graphic design; it was design of a bit of everything with a strong strategic direction. Although I focused on product, I also had the chance to explore more graphic aspects like illustration, now a hobby I enjoy, and other aspects like strategy and business design. In fact, after graduation I have also explored the different focuses professionally, but keeping as a constant the enjoyment of craft and handmade things. As a way to continue to go more in-depth on this passion I recently started a Master in Product Design in Italy at the Politecnico di Milano.

I was always the creative type since a young age. My decision to focus on design as a career was further influenced by my high school days when I moved from Colombia to the US. Here I took an AP 3D art class where I had the opportunity to encounter a very inspiring professor and peers, the detailed requirements of this advanced class, like having to build a portfolio, helped me to understand art/design as a valuable and structured discipline and helped me discover I enjoyed the process of making things with my own hands, going beyond 2D representations which is what I was used to. I think in general what motivates me to design is a constant desire to create and materialize ideas inspired by the things that happen around me.

Few people are forced to be designers, for sure I wasn’t. I believe in fact there was an unspoken insecurity in my house about my decision at first.

I design in many areas, I enjoy the diverse directions of design and don't want to particularly limit myself on this since I think it also provides cohesiveness to projects, but what I am most interested on at the moment is home products. I would love to do more product design that is craft oriented, hopefully rescuing artisanal knowledge from traditional communities from my country Colombia, and why not of around the world. I have also been interested on the field of positive psychology so emotional/mindful design is something I want to explore more.

I think dedication and compromise are a powerful drive that in the ends is made visible through good work. This is also only possible when you really enjoy what you do.

Great designs are integral in every aspect and add new layers of meaning beyond the evident.

I believe sense making is important to judge whether a design is good or bad. Regardless, I think every good design has some sort of “wow” factor that leads people to stop and take a closer to look, be it because of interesting targets, functionalities, simplicities, or even just innovative aesthetics and feelings. I think the wow is an “emotional” effect of design.

I am firm believer of the power of design to influence our daily lives, our feelings and sensations. Objects can have a big impact on how we live situations and can become conversation starters and also become representations of our personality. There is meaning behind what and why we own things and good design helps make those meanings more visible.

If I had the opportunity I would love to design for some dream companies like Poltrona Frau, Alessi or Rosenthal

I am not sure a have dream project right now just a million ideas that keep coming I would like to have to more free time to organize and focus on some of these. One example is to continue to develop the project I did for my bachelor theses, related to illustration and mindfulness.

Love of learning, dedication and high standards to push yourself to improve and go beyond.

Cultivate a love for learning, learn to observe and be critical of the world that surrounds you and yourself and your works.

I always wonder, perhaps I would have gone into art. But I have many different interests I have discovered along the years, like psychology and also business oriented disciplines, but i wouldn't have known at the time.

I believe design is about building connections and reinterpreting the world. It is a permanent lens that allows to see life through a constantly adapting vision based on the environments you are exposed to, and different social-cultural contexts and needs, hopefully with the purpose of improving how things exist and people’s interaction with them.

My family, in particular my mom, she is my biggest fan. I have also been lucky to come across wonderful professors along the way that have really inspired and motivated me.

I think a great part I owe to the fact that I have moved a lot since childhood. Change gives you the capacity to see things from different perspectives, connect experiences, adapt, learn about yourself, it drives curiosity and brings you to meet lots of interesting and inspiring people and contexts. In the end, everything we make is a reflection of our experiences and visions of the world.

There is always more you can learn and space for improvement so sometimes you become your own obstacles by creating lots of doubts. Doubts can come from the outside as well, specially because design isn't yet so well appreciated and recognized as something worth investing in.

When possible I think its important to present work in tangible ways even at prototype stage. Today it is easier to present highly realistic digital versions of concepts but the materialization of a design can enhance and exalt its properties and capabilities as well as prove assumptions. I guess it depends on the context you are presenting it and degree of definition.

I want to focus more on home/interior product and explore crafts and artisanal knowledge from traditional communities, for instance from my country, Colombia.

I would like to inspire people and make more evident the potential of design disciplines. Perhaps develop my personal brand or company one day.

This is just my first price with a design I have been working on for some years now, so the expectations are set on what will come next, what I will continue to make.

I think the vision of a designer can pollinate other more rigid worlds with new outlooks with a reduced fear of innovation and uncertainty.

The Innato Tableware Set for sure has a more special place since it was my first personal, in-depth exploration and it got to be recognized with the Bronze A’ Design Award, but in general I think the ones on which I'm involved in the making of final results give me the most satisfaction. I love being in the workshop, making prototypes, etc. Getting your hands dirty increases the satisfaction in the end.

I would like to see more spaces for new talents and independent designers and a stronger connection between large companies, designers and communities.

I believe design is gaining a key position in life and a greater understanding of what it is by the general public and institutions. Through this pandemic we have seen design gain a very important position for example, because design allows space to think quick, adapt, explore, go into the future and respond to context needs. The profile of what a designer is is changing and expanding beyond the enclosed artist like perspective to a more down-to-earth-visionary type with value for society. Somewhat a contradiction, but I believe this profile of a holistic strategist will drive the profession forward.

It really depends on the kind of project and definition.

I always begin by doing preliminary inspiration research, contextual understanding and defining the brief.

“Build connections”

It’s a reciprocal relationship, trends provide a context and can help you visualize what is coming in a way that makes sense. If you push the limits of a what a design is within a trend you might possibly end up developing a new trend.

I have a hard time connecting with hard tech and very digital products but for this same reason I think its important to understand how to use them not as something that drives away from the materiality of design but as a medium to enhance and exalt its properties and capabilities.

Mostly photoshop, Illustrator, and Rhinoceros. And my Mac and Wacom tablet.

Their main role is about aesthetics, perceptions, sensibility and emotional connections. They can also enhance experience and comfort and communicate product features.

I would like feedback before questions :)
The “how did you make it?” question is always interesting to reply because it evidences the backstage process, time and thought behind the making of something.

Most of the times I will wonder how was it made. It helps reason, reflect and be critical of the decisions made to reach to a final design and the real purpose.

Co-design is very valuable, it helps drive expertise and ideas from different fields and the user itself to potentialize designs. Others, from their own experiences, might see what we might not.

I wouldn't point to anyone in particular, I think its more about the contexts and social dynamics that we are exposed to in our daily lives, be it family, professors, colleagues, friends, etc.

Im very into positive psychology and creativity books that I think influence me on a personal level and on the way I face design processes and perhaps also the topics for my designs. To name a few: Flow, the Psychology of Optimal Experience by Mihaly Csikszentmihalyi, In praise of Slow by Carl Honorè, A Curious Mind by Brain Grazer, Zen Mind, Beginner's Mind by Shunryu Suzuki, Living with complexity by Donald Norman.

Still working on that. But I try to stay active and curious by finding new opportunities to learn, practice and improve.

People who have knowledge of traditional crafts, ancient pottery workers topping the list.

The Bronze A’ Design Award if my first one in the field so I'm still a long way from fame. I feel very honored and proud of course, and motivated to continue to grow.

Colors: Red Wine color (vino tinto) and Military green. Place: many remote, very autochthonous locations in Colombia, or any place with lots of nature. Food: pizza & chocolate. Season: No seasons or summer. Thing: my sleeping robe, Brand: not a brand person.

Im not very chatty so this is funnier for people who know me, but I used to drink coffee with the workshop owner where I produced my ceramics. Like we say in Colombia “tomar tintico” and gossip about life and work with this old man as a young person is not a common sight but a very enriching one.

When ideas or solutions suddenly come to you or are flowing easily. When you work in a “flow” state and get deep into work without even feeling it. I motivate my self by setting small manageable tasks I can gradually accomplish. Being outside or close to sunny spots also has great impact on my motivation levels.

Looking back I think it was. You start seeing it in school when you become the designated artists and you enjoy art class above all, and then you start doodling all the time.

At the moment we are living it is hard to imagine futures, anything is possible and 1000 years too much! I would like a back to basics kind of future where human connection and nature are the main thing, I totally hope technology does not dominate and is just a smooth background support of human activity.

Designer Interview

29 April 2020

I was always the creative type since a young age. I always enjoyed creative and crafty activities and had a talent for it. My older cousin, also a designer now, was an influential factor in maintaining this interest, she used to draw figurines and I would always try to copy her. I appreciated the passion she showed towards her drawings and I wanted to make it my own as well. My decision to focus on design as a career was further influenced by my high school days when I moved from Colombia to the US. Here I took an AP 3D art class where I had the opportunity to encounter a very inspiring professor and peers, the detailed requirements of this advanced classes, like having to build a portfolio, helped me to understand art/design as a valuable and structured discipline and helped me discover I enjoyed the process of making things with my own hands, going beyond 2D representations which is what I was used to. It was also enriching to be surrounded by talented people from all over the world who all shared one same passion but represented it through very unique and personal ways, this definitely gave me an insight of my own culture and personality and made me connect emotionally to the creative field.
After High School, I decided to return to Colombia to study design at Universidad de Los Andes. I liked the closer connection design had to the real world as compared to art and the broad possibilities and directions it can be applied to. I was lucky to find a program that allowed me to explore design from different perspectives. In my University the degree is “Design”, with no “second” name as it is common, says fashion, industrial, graphic design, it was just design of a bit of everything. Although I focused on product, I also had the chance to explore more graphic aspects like illustration, now a hobby I enjoy, and other aspects like strategy and business design. In fact, after graduation I have also explored the different focuses professionally, but keeping as a constant the enjoyment of craft and handmade things. I believe this is my drive as a designer, the connection with the materiality of the world and its emotional effects. As a way to continue to go more in-depth on this passion I recently started a Master in Product Design in Italy at the Politecnico di Milano.

Im currently a student abroad so I have paused my efforts of creating a home decor ceramics brand that started back around 2016. At the time I was still in my bachelor and after taking some ceramics classes I felt an immediate connection with the material and medium and was decided to focus on the topic beyond the academic side. It was a very hobby turned side-hustle approach, I developed the brand, the products and started producing and reaching channels like independent design stores and participating in design fairs. Hopefully one day I can return my focus on this initiative and make of it a more solid design studio type of business and develop more products of a similar category.

I believe design is about building connections and reinterpreting the world. Innato, like the name of the collection presented for this A' Design award is spanish for Innate, that is, something inherent in the essential character of something or someone. That is what design is to me. A passion that cannot be contain and a permanent lens that allows to see life through a constantly adapting vision based on the environments you are exposed to, and different social-cultural contexts and needs, hopefully with the purpose of improving how things exist.

I treasure having the capacity to transform intangibles into tangibles and shaping ideas with my own hands. I believe there is value on materializing ideas, being able to actually touch things and give them life. I definitely have a weak spot for furniture, table accessories and home objects in general. I enjoy working with diverse materials and mediums but my biggest passions are ceramics, illustration and crafts.

The very first thing I made for a company in the product field of design was the back cushion of a dinning set chair. I did it while completing my internship as product developer at Zientte, a luxury furniture company based in Colombia. Here we had to figure out the best ways to turn products from render to reality aiming for the best quality and production processes. A lot time was spent in the workshop prototyping, cutting and pasting foams and sewing covers. You would never think so much time and thought is spent on a cushion. Thankfully I always liked workshop labor and then it was satisfying to walk by the stores and see the cushion “I had made”.

Ceramics is definitely my favorite material followed by wood. I cherish the richness in sensations they can transmit through their texture, their smell, touch, etc. They are also limitless in how they can be manipulated and transformed to communicate diverse style and meanings. This versatility and adaptability can expand creativity and allow for more material exploration.

As probably most creatives, I feel most creative and productive at night, anytime after 7pm is inspo time. I also find very stimulating to be outdoors whether in nature or the city just exploring, walking or people watching, specially when doing this alone, I think the conversations we have with ourselves in our head can be insightful.

Coherence is important to me, it is something that goes on every level; on how you conceive an idea, where you find inspiration, what you focus on, who you are designing for, the aesthetics you are following, the materials you are using, etc.. There has to be a clear narrative that makes processes and intentions clear and that gives sense to what and why you are designing something. It is also about tracking the transparency of design, its background, expectations and possible implications.

Im very intense with my work which perhaps makes me experience everything very deeply: the frustration, the doubts, the high expectations, the excitement, etc. But in the end i think there is always the satisfaction of a job well done and of having acquired new learnings.

This has been probably heard before, but every design feels like a birth/ a baby. Some are harder than others, and there are favorites, disappointments, feelings of pride, etc. It’s rewarding to see your ideas materialized. Also realized designs allow space for refection and always make you wonder and see new things and space for improvement.

I believe sense making is important to judge whether a design is good or bad. This categorization really depends on the applied contexts, people and requirements designs are made thinking of. Regardless, I think every good design has some sort of “wow” factor that leads people to stop and take a closer to look, be it because of interesting targets, functionalities, simplicities, or even just innovative aesthetics and feelings.

There is a moral landscape of design that all designers need to consider and this is not only a matter of using sustainable materials or the nature focus to which more often than not it is simplified to, it is about considering the communities we are sourcing materials from, the knowledge and origins we are building from, the people we work with, the communities in which our designs will be implemented and the impacts they can have, the kind of production process, distribution models, etc. It is a systemic approach that considers every touch point a design could have in its life cycle that goes beyond the design per se. It is hard to track every single aspect but I thinks overtime we are becoming more aware and there is and active pursuit of retribution to society that can be sought after in many different ways, even if small to begin with.

I believe design is gaining a key position in life and a greater understanding of what it is by the general public and institutions. Through this pandemic we have seen design gain a very important position for example, because design allows space to think quick, adapt, explore, go into the future and respond to context needs. The profile of what a designer is is changing and expanding beyond the enclosed artist like perspective to a more down-to-earth-visionary type with value for society. Somewhat a contradiction, but I believe this profile of a holistic strategist will drive the profession forward.

I believe inspiration needs to be eclectic and come from a wide range of sources. It is a mix of things that seem to not make sense at first but given a twist and direction they can acquire meaning. As usually said, movies, photos, books, events, museums, people, streets, everything can be inspiring, specially when they belong to contexts outside of your focus area. Our brains work by building connections and this is the best way to keep them active.

Observation is key to feed creativity, go out (or stay in like we now have to during this pandemic and see through different eyes) and focus on hearing, focus on people, focus on textures. This sort of obsessive observation can lead to aja moments. This is a constant, free activity but I believe you also need to observe with a purpose. It’s like when they tell you to see a color and suddenly it dominates the space around you, just like that if you explore with a mission you will begin to see things.

Material and the meanings and values attributed to them as well as new technologies are other great sources of inspiration for projects. I have a hard time connecting with hard tech and very digital products but for this same reason I think its important to understand how to use them not as something that drives away from the materiality of design but as a medium to enhance and exalt its properties and capabilities.

Someone once described my style as eclectic, so I will stick to it while I find another definition. In general I am driven towards minimal, clean styles usually trying to blend evocative aspects of design or more classic representations with a mix of modernity and hype.

I was born in Colombia in a city called Villavicencio, but have never had a “permanent” living situation so to speak. I have always moved around cities and also lived in the USA for some years, for now Milan is my new home. This constant change has 100% influenced the way I think and how I connect to people and understand new perspectives. I would like to think that this exposure to different cultural contexts is also reflected in my work process and outcomes. I do wish I could more evidently represent my heritage through my designs, specially coming from such a beautiful and rich country like Colombia with so much texture, vitality and incredible customs, this is one of the things I want to explore more deeply in future designs.
Its also worth considering that although culture can be geographic, it’s also context specific or family related and this can play a bigger role sometimes on the values you translate into your designs.

Good work ethic, dedication and kindness I think are the main thing to look for in finding a designer. If you are an action driven person, someone that proposes and has opinions, you will always have an interested designer looking to learn, understand and create value. Of course it is important to allow the space for this kind of open conversations to happen.

The User Centered Design and Design Thinking approach was super engraved into my mind from my bachelor days. Anyways, I think this processes varies a bit depending on the projects you make. In general for product design I usually begin by doing preliminary research, understanding the scope of projects and finding lots of inspiration. Learning, lots of it, has to be the start, this gives you a framework from which to move on and build connections to further define your designs. This learning is done actively using different tools and by observing. After that, you can start to brainstorm and define requirements that you will have as drivers to guide your design decisions. Then the rest is prototyping, testing, questioning, reframing…

Im doing a master now so a lot of it is working on projects all the time, but I like to balance with constant exercise and reading to keep the mind and body active. I am a fan of learning so I need constant stimulation be it reading about new things, perfecting knowledge or working on various hobbies like photography, or illustration.

Im still quite young myself, but if its worth I can say:
Explore while you can before diving into specifics in your career, you can be surprised to discover you value things you never thought of.
Have some hobbies, they will also build connections that latter on will help you define what you will want to focus more on and give insight on what is valuable to you.
Travel (physically and mentally) and expand your perspective, be empathetic and put yourself in other people’s shoes. Things are almost never just as you think they are.
Lastly, and this one I should apply myself more as well, is to take the leap and talk to people and build connections with your professors, with friends, whom ever you find interesting and enriching. Even if you are an introvert like me and find it scary your life will change if you do this. Check Brian Grazer curiosity conversations for inspiration.

On the negative, I think there has always been some sort of misunderstanding of what a designer is, sometimes it is undervalued or encased in the “person with crazy ideas” or “just a cool project” box and it is not seen as a serious profession. It’s reach is somewhat undermined.
The positive is that work can sometimes feel like not work or hobbies can also be career development. Its a lifestyle and you find connections all the time with the profession and the real world. I love that, and also the fact of being creators and saying “yeah i made this”.
Also as designers I believe we see the world differently so you are constantly questioning or investigating things. This gives you more opportunities for learning through curiosity.

I don’t think this exists or I havent discovered it yet, but dedication, compromise and drive are somewhat golden.

When I finished my bachelor I went to New York for some months. I ended up doing an interview for an internship at Studio Dror, first question he asked was “what are your skills?” and short story, that was the end of my interview. I think defining skills is one of the hardest things for a professional because you can have the playbook skills and list them but you need to go more in depth and think of the ones that really distinguish you and that you are particularly advanced at. Nowadays it is also important to consider soft skills as well, having a more integral set of skills allows some trade-offs for where you may be lacking. In the end, I believe soft skills can facilitate the development and learning of more technical ones.

I am very old school in tools also because i still need to work on improving my digital modeling skills, so I rely on paper and pencil mostly, cutting things, paper, cardboard, fabric, and anything that helps to make 3D sketches are always very helpful for me as well. I also use the usual design programs and i have my Wacom tablet that makes sketching and digital drawing easier.
I’m also a big fan of Pinterest both for exploration and inspiration and for organizing references or creating moodboards.

I try to set small, manageable and realistic targets I can accomplish in a day. I am a big fan of prioritizing using to-do lists. This way it is motivating when you actually accomplish things and it helps to focus and avoid the desire to procrastinate. I also try to listen to my body and sometimes just work when I feel like working and when i know my time will me maximized. If you don't feel like working and force yourself, you will waste more time getting yourself to be productive. Of course when deadlines are in the way you have to find and create those moments more actively.

The question I get asked the most, and also probably all graduates from Universidad de Los Andes where I studied my bachelor is: “Design of what? related to the program named only “Design”. Everyone is used to design with second names, so industrial, graphic, interactive, fashion, etc. In this case its just design of a bit of everything, so that is always a hard question to answer also because i don't exactly identify myself with just one definition.

There is always something special about first times, so I think for sure my internship at Zientte was the most enriching. It was the first time I was exposed to a work/company environment and what was really special about it is that they manage all steps of product development of furniture products. This allowed me to see design at every stage. From concept design, to models, to development, prototyping and then the production of every step and component (structures, foams, fabrics, finishes), then quality, stores etc. This exposure gave a me a broad understanding of what design entails and also of business structures and management.

I’m still making myself the same question. I am halfway through my master so I am expectant to see what comes next. For sure I would like to explore design in Milan, Italy for some time. I come from Colombia where there is not yet a big design culture or companies so its always an aspiration to work for some of the big brands we are taught with, but also studios are an enriching place that allow more space for exploration. Further down I would like to continue exploring design as an independent path and hopefully have more projects in my own country, but i think I still have to much to learn and more role models to explore.

Design is never a solo job. There is always a system you rely on whether working on personal/individual projects or team projects and each individual delivers a whole world of value. Design is generally team focused and I have almost always worked in teams but I have to admit I enjoy working more on my own or starting from my own. Individual works give you the possibility to explore your own interests and can be more introspective. I recently read a book called Overcrowded which exposed an approach to designing from the inside-out which I found very relatable. It mentioned that to design meaningfully you first you need to think individually and then group to have smart conversations. In that way everyone can provide real value and enrich with each other’s ideas through constructive criticism.

Nothing personal at the moment but in my master we are working on a project for the ISS (International Space Station) as part of a course called Space for Inspiration. We are exploring new possibilities for the physical training of astronauts in space. I feel privileged to have access to this connections and explorations of new and exciting fields.

Social media is best:
Instagram: @ana_gonzalezl
Linkedin: https://www.linkedin.com/in/anamariagonzalezl/
Email: anagonzalez_l@outlook.com or innato_design@outlook.com
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