Interview with Kevin Chu

I have been drawing and sketching as far as i remember and have always been indulge in art and design since i was a kid. Subconsciously i always knew i will be in this field and after winning a scholarship to Architectural Association in London i think my fate is sealed.

I solely focus on contemporary environmental design. Meaning all my work, be it art, architecture, interior or product are always modern and with a spike of sustainable tech. I love making 3D printed models as they are fast and show a better volumetric scale compare with CGI renderings. Usually when i get a new project or challenge i search profusely online on established design ideas related to the project and choose the one thing that is missing. from their i start to work on, or investigate something original so as to differentiate myself from the others. I think the best engine to copy from is mother nature!!

The process....the end we result is great but the struggle is fun. No design can ever be finished. There are only deadlines and cost.....a design should always evolve.

I am quite an outdoor guy so whenever i go for a bike ride, a walk, a swim....look around....you can always find things to inspire. Emotion also inspire creativity. If you feel sad or happy that can be used to make something interesting. Everything around you is a muse but always keep originality as your aim as nothing is original but if you inspire from pure elements other than established designs, it makes your work much more unique and with a great story behind.

Dreams to me is creative freedom. Enemies are time, budget, politics,conservatism. Any project, be it small or large when given to me with an open brief, is my dream project. Let me say it to all clients....its our job, as designers, to indulge in creativity, trust our instincts and let us be ourselves and you will get the best work ever.

Well there are many ways to go into our industry. If you want fast financial gain just copy and follow the trend....this is a way to be successful quickly. If you want to be original and unique in the industry be prepared you will struggle for years and be degraded timelessly or even fail. Whatever is your path is never wrong.

Do lots of competitions for exposure...i mean like 100s or 1000s. You might win a handful but is better than zero. Go out and meet people so they know who you are. Choose clients that share your value in design and be very very very persistent.

I am a crazy early riser. I get up at 5:30am, do some sport, jack myself into a hyper mode and start work at 8am. Then i don't stop till i feel like i am too tired. But i keep my 7 hours of sleep unless there is a deadline or something. I avoid as much as possible design news(i love technology news though) as i don't want to be corrupted by someone else great idea.

I do read a lot on technical articles on the latest design tech. There is no need, in my opinion to know what the latest design trend is as you will just know when you go out. Bars, restaurants, retails are the first to adopt trends and you will see them around you.

List all the problems you have at the beginning, then list all the solutions or wished you want to achieve. If you achieved 90% of them you will have an orgasmic feeling and that when you know you have done a good job.

Honestly is the deadline of budget constraint as if you are a good designer, no project can ever end as this motivates you to improve it.

None of my work are big but i like to tackle smaller projects with more finesse and personality. We just got offer to lead an Italian design house to update all their furniture collection and a museum in Praque. These are the big ones but treat every project as a big one and you will be able to keep your standard to all clients.

No one and everyone....but still my favorite is mother nature.

I am based in Hong Kong and Italy but i love to travel. I like to mix my trip up with days in 5* boutique hotel to camping and biking in some jungle or in the middle of nowhere. I also like to bicycle everywhere and i think bike sharing is the greatest thing since slice bread as you really know a city by this means of getting around. I try to keep my carbon foot print as low as possible not just because i am some sort of hippie green architect but by doing this you also make yourself more sporty!!!

I work with several partners. We all share a similar design vision. When it comes to business it is usual you have to compromise but never completely whore yourself to the money train. Have some principles in order to pursue some originality. Money is necessary but know that sometimes enough is enough....having 6 Ferraris is just plain silly!

I would love to do pro bono work is it is interesting to my design vision(sorry a bit selfish here). I go to design events sometimes but i rather keep myself busy with design. I prefer to meet other designers in some hipster bar or casual gathering as you can all get unmask and be yourself. A good design is the design that makes you look twice and think 3 times. I am always happy to collaborate with any creative individuals.

Since being involved with A Design Award i have expanded my network of clients and like minded designers a lot. Having more interaction with our industry makes it easier for me to choose clients. Keep up the good work guys.

I always have this "unsatisfactory emotion" that things around us can be more creative, have better aesthetic or provides "functional surprises" to users and i always believe the greatest inspiration is mother nature. This is why i believe as a designer we can make these changes to all elements around us.

I have always wanted to be a designer/artist as far as i can remember.

I have tackled architecture, interior design, product design, custom artwork, installation art design and i actually just prefer to focus on more creative and art related contemporary projects, whichever field does not matter.

There is no specific rules to this but i think "free your mind" is the answer. In the real world there are many constraints be it financial, political etc etc but in order to truly be creative you have to fight or cleverly work around these issues and never betray your goal. Also inspiration is all around us so just observe and finally avoid looking at design magazine or books as this will just hamper your creativity. Get inspiration first hand on not on some preexisting design.

Good designer creates Harmonious Design, great designer creates Polarizing Design. Good designer's creations are Contemporary, great designer's creations are Visionary.

Again this is not an easy subject to analyze but the design, apart from serving the principle function of the brief, should also introduce elements of surprise . It should be functional and innovative at the same time.

If we live in a society where everything is just created for functionality then it will be very boring. Good design brings 'fun' to everyday objects and make people questions on what each object can be. This in turn will attracts consumer/company to invest on good design in order to bring a much higher value to everyday products.

I will always design for any client who is a visionary and who is willing to work 'with' a designer.

A building about advance ECO agricultural technology as well as workshop on all things environmental be it energy, furniture, lifestyle etc etc.

Be Yourself as much as you can. Stay true to your principle no matter how hard it is. I am not going to say 'work hard' as this is a silly advice as everyone works hard anyway!

Mother nature, i do like many architects or designers but mother nature is my main muse.

I love the Magis Spun chair by Thomas Heatherwick as it is a furniture that is beyond functionality and so much fun. Latest architecture masterpiece i love is Stefano Boeri's Vertical Forest Building. Finally someone is able to introduce good elements of nature into the disgusting skyscraper that is always glass,concrete and steel, no matter how 'organic or parametric' they look. Designers who 'mimic' nature are always less successful then designers who work 'with' nature. I am sure a few parametric masters will hate me for this comment!

I don't think my greatest design will ever come as each design is my greatest within the confines of that situation. Some of my design might be more receptive and praised upon by the public but i do not consider them my greatest creation based solely of awards or recognitions.

Thinking outside the box more and look around in the details of life for inspirations.

Probably a marine biologist

Design is to provide innovations and aesthetic beauty to a everyday functionality.

My family especially my wife who has been through many difficult times with me. Also the rare opportunity of a few clients who are willing to share my vision and probably also my stubbornness!!

By always being unsatisfied with myself and keeping looking around like a Obsessive Compulsive Idiot.

Our society are always limiting our creativity with rules such as sale figures, innovation rejection, timing, financial limitation etc etc and it has extremely hard to convince and work around these limitations.

Clear and focused on your brief and always know that your client is not you and does not understand your vision. Present your vision like you are to a 3 year old and keep your themes simple.

We are working on a new building that is exploring the next generation in ECO technology and agriculture. We are also working on a new concept related to Virtual Reality as we believe this will be the next revolution. We are also conceiving some 'fun' furniture piece that harks back to traditional Chinese culture but with a big modern twist.

Just to always be challenged with creativity and innovation while also bringing back traditional elements of my own culture and upbringing.

i hope you cannot expect anything repetitive from me. Then i have succeeded

Just like art it can bring many creative individuals' visions to the world thus making our world a much more fun and dynamic place to live in. Vibrancy in life is a key and any successful society in our history has always thrived in this.

All my current projects are exciting to me as otherwise i would not have taken them on. It is important as a design we also need to feel inspired be it large or small scale projects.

I think boundary pushing projects that work with nature as well as focusing on environmental concerns always strike a cord with my passion.

I think our industry needs to embrace more Upstart creativity and focus less on just a few superstar designers. We should also focus more on smaller projects rather then monumental urban planning. Clients should also embrace innovation more and embrace more risk. I also think crowdfunding will really help kick off some true innovation in design, and not just small products. Imaging crowd funding entire vertical farming hubs/eco energy in an entire city where buildings can benefit the society rather then just developers.

Environmental Innovation and Virtual Reality spaces. Also large scale architectural 3D printing will become the norm for buildlings. I also see more and more 'normal individuals' can become designers as there are so many APPS that can help.

It all depend on the scale and scope of the project, it could be a few days to a few years.

Go for a hike in the forest or go diving if i can. Need to copy some stuff from mother nature you know!

Just be yourself and do that best you can

It is really both and it can be mutually beneficial. Although it is also always good as a designer to avoid following or repeating the trend

Highly important, working with inventors or scientist can really help implement great projects. As a designer we should always know what is the latest tech trend while also not forgetting some traditional elements.

3D max, Autocad, Photoshop, Illustrator and always hand sketches and some 3D printed models.

Color is important as i don't agree with the White, Black and Grey is the only way to design. Material are practically the umbilical cord of a design but i think Restraint and simplicity is a key to great design.

As long people appreciate my design questions is entirely up to them. If they don't ask i wont feel offended.

Can i offer something different?

Someone who has their own thinking but share my ideology of innovation. Someone who is always inspired and positive.

My Family, My wife, My Quirky friends

Actually movies and documentary have more effect on my design. Of course as books, and a bit cliche, the fountainhead is a good motivation read for us designers but a film that really inspired me was 1988 Japanese Animation Akira!

Just always questioning everything and coming up with silly ideas!

I like to go to another planet and see what is on offer. If there are aliens it might blow my mind!!!

Yes it is very hard. You have to be constantly in competition and hope to win in order to get the appropriate promotion in the industry.

Fav Color: Red, Fav Place:Too many, Fav Time: Summer, Fav Thing: Adventures in Nature, Fav Brand: Quite a few but i like lots of brands in Kickstarter and Indiegogo.

While presenting a speech in Beijing with lots of camera crew my pants dropped accidentally!

If i have a New Idea that someone can share with me, then it is a great day

Pretty much so as i am always drawing and destroying things around me.

There wont be any designer left as everyone is a great designer with augmented reality and cybernetic implants. We will all be great multi-talented cyborgs!!

If you want to know more about me, please drop me a line on kevinchu@coc.desgin

I have been running my General Design Company COC since 2016 taking on various discipline of projects but since 2018 i started a subsidiary branch call SUGO which focuses on furniture and art installation. Since then we have grown gradually with now offices in both Hong Kong and Italy where we take on different regional clients. Since 2023 we also started our Italian design headquarters in Abruzzo name Creazione SUGO as i currently resides here in Italy, As always since the inception on 2016 all creations has to be focus on themes dealing with nature, sustainability and groundbreaking themes which harks back all the way to my student's days in the early 2000s. We are now in constant collaboration with Warner Bros Discovery who wishes to create sustainability designs under large corporation structure and each time we receive a new project, it is always a challenge as no 2 companies corporate ethics are the same.

Pushing a new alternative on what is a preconceived notion from reality. Function does not need to follow form and we can use aesthetic and material to push boundaries as much as we can.

architecture, furniture, exhibitions spaces, art and sculptures

My most favorite design is when a design can utilize Art, Science and Technology in unity with a strong consideration of Biosynthesis with Nature Elements. Exploring sustainability is also allows for challenges in new creative output. One person's rubbish is another person's gold.

I did a competition when i was 21 for Alessi. It was a stool and a table lamp. It was selected as the winning award but never made into production.

I love the concept of upcycle material such as recycle cardboards, styrofoams, reclaimed fabrics etc etc. I like using materials that are not usually associated with traditional construction industry. I also love using nature into my design such as plants and any organic lifeforms. I am also a huge proponent of sustainable energy and smart home technology. I love to fuse very archaic and basic material with ultra high tech solutions.

When i am diving or adventuring in nature. Also when i go to art galleries and see modern art and sculptures. I avoid as much as possible to see other designs as i rather keep my inspiration more original.

Aesthetic(and there is no shame to this!), Sustainability, Material and Technology

Struggle, frustrations, but once you hit that euphoria of a new boundary in something you create, all the blood and sweat during the creative process melts away.

satisfied, unsatisfied,

when you supersede yours and a client's expectation and create something that can be thought provoking and head turning. It can be hated or likes but when it can cause debate or discussions, this is when your designs can create dialogue which in turns allows for great marketing.

surprise and innovation(it could be dramatic or discreet but it has to be innovative in context)

we are here to enrich society and also to work in harmony with nature. We should give society more creative/cultural vibrancy as we are in the business of creating things.

for sure we are thinking far more in unity with nature and more considerate in our impact on our planet. I believe the global conglomeration domination is dying out and small unique entrepreneurs will become the norm. One thing we have to start to consider is stop thinking buying fast design or fast fashion is the norm as the cost always comes to us in once way or another such as work force unemployment or pollutions. A new challenge for us as designers is the inevitable rise of Artificial Intelligence which will surpass us in a matter of a few years. What is role then when anyone can become a design by merely typing commands and prompts into AI networks.

Fuorisalone 2023 April, Milan Via Tortona in collaboration with TCL electronics. Wr are currently lined up with more exhibitions in Milan, Hangzhou, Tokyo, Hong Kong (MOMA Store) and Abruzzo.

For sure playing with my family in nature and seeing my kids and wife embrace the surrounding. In many ways my design is intertwined with my own person life.

I don't actually consider a specific style for myself although i can say i only do modern design. One of the things i always explore is movement and combinations as since i inspire a lot from nature, and nature is never static, this has become something very consistent with my way of thinking. I also get bored easily so this reflects part of my personality.

I live between Italy and Hong Kong and it has both a profound influence to all my designs. I always like to take cultural elements, not just aesthetically, into my design and reinterpret or update them.

i usually ask my clients for their brief and ideas, as well as some of their concerns and wishes. Then i put it into my cerebral mixer and concort something unique, innovative and original.

If you know the work of the chosen designer, let him/her have as much creative freedom as possible after you have set the brief. We work then best when we are allowed to indulge as much as possible into our creative think tank.

Go for an adventure in the Sea or Mountains and observe all around me.

Lighitng, Kitchen, Sofa, Dinning Table, Chairs

I wake up at 6:30am, do sport, then work on projects, then take a break with sport, then work more. I really don't have a set schedule but all my activities are somehow intertwine with my process of work.

is hard to give advice as the design market is always changing. I know it is important to commercialized your work but try to stay true to your design vision. We are in a highly competitive industry but if you always "follow the trend" or do "what everyone wants you to do" sooner or later you will loose your grounding in the design industry. Be persistent and learned from failures. Always stay original.

like any industry the commercialism aspect is the worst part as this really robs creativity sometimes. Every industry want to have "sells figures" and usually this promotes only "famous established designers" or "sellable designs that the market want". Most companies/clients, especially the bigger ones, are usually very prone experimentation or risk taking. But what we can do as designers is to make something of our own, launch it on crowd funding platforms and proof to the world that our designs could be viable and marketable options if the campaign is successful.

Be Original and identify your personal style as this can be your tool to sell your creativity.

try to go to factories and manufacturers and learn as much as possible on the dirt of design. This will improve vastly your knowledge in anything your create. If you can draw try to sketch as much as possible. Look around your everyday life and make everything your inspiration. Even food!!

CAD,3D Max, Adobe Photoshop, Illustrator, Sketchpad, Premier Pro

I suggest wake up very early and start your day. Don't go to bed too late and make your work cycle normal. Rest is really important. Also multi-tasking is vital. Always give your self a harsh time limit. I always do this with partners. If we have a job that need to be finishes on Friday, our deadline is usually Tuesday as we know the last days will be issues we need to fix.

It never really ends as only the contract ends as we are never satisfy with our work!

How do you earn money!

To work from the beginning of nothing, create something by hand and on site with workers, then finally even be part of the logistic process until the final launch of the design. You learn and interact so much more like this then just to allocate task to someone else.

Alessi, Sony, Luca Boffi, Boffi Cucine, IDEAT Magazine, Design 360 Magazine, Siemens, LG Korea, Diamantini & Domeniconi, Unvanart Shanghai, Daikin Japan

As long as the work allows me maximum creative leeway i will dive into it with all my passion. I love to create and think outside of the box

We are launching the world first environment cleansing furniture collections and i am forming a new venture that design specifically these types of ideas. We are always taking on highly creative and challenging jobs and we are like sponges when it comes to new ideas! For now we are working on a Moth that is truly crazy!!

I work with designers, artist around the world through online communication and we brainstorm each of our ideas and see which one suits best with any upcoming brief. We always merge somehow ideas from all of us into the final concept.

SOLAR MOTH, SILKTECTURE, NEOERBA 2.0, PETALI

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