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Interviews with Kezia Age
Designer profileDesign Interview
18 May 2024 · The Conequeror Lampada
The Conqueror Lamp was designed to redefine the essence of the primitive in a contemporary context. The aim of this project was to translate the dark side perception of primitive nature into a warm, minimalist, 3D-printed conical shape. This lamp draws inspiration from primitive life and Mbaru Niang, one of the traditional houses of Indonesia. Mbaru Niang epitomizes architectural structures featuring conical houses constructed from natural materials such as woven rattan, bamboo, and wood. This conical shape is then redefined by a parametric approach, symbolizing primitive nature and encapsulating a synthesis of tradition and contemporary ingenuity.
The main focus of this design is to redefine the essence of the primitive in a contemporary context. Today’s society often perceives primitive culture negatively, associating it with cannibalism and fear. This lamp aims to challenge these perceptions by demonstrating that what might seem dark or unsettling to outsiders actually embodies calmness and security within the context of primitive societies. The Conequeror Lamp seeks to highlight how these elements were integral to creating a sense of community and safety for their clans.
My plan for this design is to sell and multiply it, potentially producing smaller versions to reach a larger market.
This design takes approximately three months, from the initial concept to realization.
I designed this particular concept to redefine the essence of the primitive in a contemporary context and challenge the negative perceptions often associated with primitive culture. Starting from my master's degree final project, I decided to pursue this inspiration independently, driven by a desire to showcase how elements viewed as dark or unsettling can actually symbolize calmness and security within primitive societies.
This design is not currently produced by any other company. I am planning to produce it commercially, aiming to bring this unique concept to a broader market. By taking on the production or lease the production right by still ensuring the design's integrity and quality, making sure it aligns with the original concept.
I designed this particular type of work to showcase the beauty of primitive nature, which is often viewed negatively in society. By highlighting the intricate and harmonious aspects of primitive design, I aim to change the perception that these cultures are merely dark or frightening. My goal is to celebrate and elevate the essence of primitive culture in a contemporary context, demonstrating its relevance and appeal in modern design.
Certainly, the Louvre Abu Dhabi, designed by Ateliers Jean Nouvel, influenced my work. Its fusion of traditional architectural elements with contemporary design principles inspired me to approach my own design with a similar balance. I aimed to capture the essence of primitive culture in a modern context, echoing the Louvre Abu Dhabi's celebration of heritage while appealing to contemporary sensibilities.
The target customer for this design is broad, encompassing a wide range of modern individuals. By embodying contemporary aesthetics while retaining cultural depth, this design appeals to a diverse audience. Its versatility makes it suitable for anyone seeking innovative and visually striking pieces that resonate with both tradition and modernity.
What sets this design apart from other concepts is its unique fusion of traditional, primitive themes with modern technology. While other designs may focus solely on either traditional craftsmanship or modern aesthetics, this design seamlessly blends the two, creating a harmonious synthesis of primitive nature and contemporary style. Additionally, the portability of the lamp design adds another dimension of functionality and convenience not often found in similar concepts.
The name "Conequeror" was born out of a fusion of ideas. It combines "cone," representing a geometric shape found in the Mbaru Niang conical house, which symbolizes both resilience and harmony, with "conqueror," denoting victory or mastery over challenges. This name was inspired by the capability of primitive society to overcome various obstacles like the sea, jungle, and darkness.
When working on this project, I utilized various design tools to bring the concept to life. Specifically, I relied on 3D modeling software to create prototypes of the design.
The most unique aspect of this design is its fusion of parametric design with cutting-edge LED technology. This allows the lamp to emit a modern glow in 13 different colors and project three patterns, offering a versatile and emotional experience. Additionally, its portability creates a protective atmosphere wherever it's placed, transforming any space into a tranquil haven.
For this design, I collaborated with a lecturer from my university who possessed technical and specialized skills relevant to the project. Their expertise helped in refining the technical aspects of the design, particularly in areas such as parametric design and LED technology integration. Additionally, working with someone from an academic background provided a fresh perspective and facilitated the exploration of innovative design solutions.
Technology plays a crucial role in this design by translating the abstract concepts of darkness, primitivity, and emotion into tangible elements within a contemporary context. Through techniques like parametric design and LED technology, the design captures the essence of primitive culture while offering customizable lighting experiences that evoke specific moods and atmospheres.
Yes, this design was influenced by both data and analytical research. Prior to developing the design concept, I conducted extensive research into primitive cultures, traditional architectural structures, and contemporary design trends. This research involved studying historical texts, cultural artifacts, and architectural blueprints to gain a deeper understanding of the themes and elements I wanted to incorporate into the design. Additionally, I conducted market research to identify consumer preferences, emerging trends, and technological advancements relevant to the design.
One of the main challenges was ensuring cost-effective production while maintaining the design's integrity. This involved finding suitable manufacturing processes, sourcing affordable materials, and optimizing logistics for distribution.
I decided to submit my design to an international design competition as a platform to showcase my perspective and creative vision to a global audience. By participating in such competition, I saw an opportunity to share my innovative approach and contribute to the broader discourse within the design community. Additionally, I viewed the competition as a chance to receive valuable feedback from industry experts and peers, helping me refine and improve my design skills further.
Throughout the design process, I underwent significant personal growth as I delved deeper into the essence of primitive culture. This exploration led me to a profound appreciation for the values of tranquility, balance, and togetherness that underpin primitive societies. Importantly, I internalized the lesson of not judging individuals solely based on their physical appearance, but rather seeking to understand the deeper essence of each person and culture. This realization sparked a fundamental shift in my perspective, fostering empathy, open-mindedness, and cultural sensitivity in both my design approach and broader worldview.
One aspect worth mentioning is the transformative power of design in shaping perspectives and driving social change. Design has the ability to challenge stereotypes, break down barriers, and promote inclusivity and diversity. Through thoughtful and innovative design, we can create spaces, products, and experiences that challenge societal norms and encourage empathy and understanding. Design can serve as a catalyst for social justice by amplifying marginalized voices, advocating for equality, and addressing pressing social issues.
Design Legend Interview
30 December 2024
I graduated with a Bachelor's in Architecture in 2020. After gaining some experience working in retail industry, I pursued my Master's degree in Interior Architecture and Design and completed in 2024.
I grew up in a retail environment where my mom owned a small toy store that sold many things that made children happy. This inspired me to be a retail designer, bringing back those warm memories through simple and minimal designs.
Ever since I was young, I've wanted to be a retail designer. I love the idea of making people happy, changing perspective, and improving their lives through design. That's what inspires me to pursue this career.
I design elements in the retail industry, such as product displays, restaurant plates, lamp, and other details that directly interact with the user. I'm excited about the prospect of creating even more of these products in the future.
I think it's important not to focus too much on making a huge amount of money from the designs you create, but rather to focus on improving the quality and impact of your designs.
A good designer creates functional and visually appealing solutions, while a great designer deeply understands the user's needs, innovates, and leaves a lasting impact with their work.
For me, it's simple. If the design moves people towards a positive way of life and improves their quality of life, I consider it a good design.
Good design enhances experiences, solves problems effectively, and creates meaningful connections. It's an investment that improves efficiency, competitiveness, and brand perception, ultimately enriching lives and shaping a better future for everyone.
If I could turn back time, I'd like to redesign my mom's toy store. While the products are good, but due to a lack of design knowledge, they weren't represented in the best way. However, it's a lesson learned, and I'll strive to do my best for my clients.
Creating an inclusive retail design where everyone feels welcome and valued. It's about accessibility, diversity, and fostering a sense of belonging for all customers, with a unique blend of art and technology.
My secret ingredient for success in retail design is understanding the user. It enables me to create experiences that resonate and drive success for the brand.
I am into parametric, minimalist, and poetic design. The designs of Zaha Hadid, Tadao Ando, and Carlo Scarpa influence me the most.
Tadao Ando's Church of the Light captivates me for its minimalistic yet profoundly poetic nature. Its play of light and shadow evokes introspection and touches the heart, creating a space of spiritual contemplation and humility.
I think the design of the Ojiro Official Store stands out as my significant achievement. It represents a retail food store that I meticulously crafted with the intention of welcoming individuals from all economic backgrounds.
To improve as a designer, dedicate time to learning, seek feedback, stay curious, network, embrace failure, and learn from mistakes.
If not design, I might have pursued writing or philosophy. Both offer ways to explore human nature deeply. Through writing, I could share resonant stories, while philosophy allows pondering life's big questions. Yet, understanding people would remain central to my pursuits.
For me, design is a tool of communication to express ideas. It is a medium that can explain concepts and touch human emotions without words, connecting generation to generation.
Firstly, my mom has been my greatest supporter, offering unwavering encouragement and belief in my abilities. Secondly, Giuseppina, one of my university lecturers has played a pivotal role during challenging times, providing guidance as I've grown as a designer.
I was diagnosed with hearing loss in my 20s, and it pushed me to rely on design to communicate. I believe that experience has greatly contributed to shaping me into a great designer.
I faced obstacles such as self-doubt, mastering design tools, and effectively communicating ideas. Overcoming these challenges required perseverance and continuous learning.
Designers should present their work clearly and compellingly, showcasing their design process, key features, and how the design meets the needs of the user. Visual aids and effective communication are key.
Recently, I have been collaborating with some food and beverage brands, developing product displays that combine food art with 3D printing technology.
My ultimate aspiration as a retail product designer is to craft experiences that resonate profoundly with individuals, touching the depths of their emotions and perceptions.
People expect innovative solutions, exceptional creativity, and a commitment to excellence in every aspect of my work. They also hope that my designs will be competitive with other retail brands, setting new standards and leaving a lasting impression in the industry.
I think design contributes to a better society by addressing challenges, enhancing experiences, and promoting inclusivity. It inspires positive change, fosters social equality and sustainability.
Recently, I have been collaborating with some food and beverage brands, developing product displays that combine food art with 3D printing technology.
My design of the Ojiro Official Store satisfies me greatly. It symbolizes a retail food establishment I meticulously created with the aim of accommodating people from varying economic backgrounds.
I'd like to see the design industry blend technology with tradition and inject a personal touch into designs. This combination has the potential to revolutionize the design industry, offering innovative solutions while preserving the authenticity and human connection that are essential to meaningful design experiences.
I believe the design field is heading towards a future where sustainability, inclusivity, and innovation. We'll see a greater emphasis on eco-friendly practices, user-centered design, and the integration of technology to create seamless and meaningful experiences.
It depends on the project. In the retail industry, four months or less is typical for completing one project.
In the design process, I usually start with analysing the problem, conduct research on the design, and then brainstorm to find the best solution, considering all aspects of the design. Afterward, I begin creating mock-up designs to ensure they work well and can be produced in real life.
My motto is “Designing for Impact, Lasting Impressions."
I think it's a dynamic interplay between design and trends. Designers often anticipate and shape trends through their innovative creations, pushing boundaries and introducing new concepts. At the same time, trends emerge from societal, cultural, and technological shifts, influencing the direction of design. Ultimately, it's a symbiotic relationship where design both sets and responds to trends, constantly evolving in tandem with the world around us.
Technology, including advanced software tools and 3D printing, enhances creativity, efficiency, and collaboration in my design process.
I use mostly 3D modelling software and 3D printer.
Color, materials, and ambient elements play crucial roles in design, influencing the mood, atmosphere, and functionality of a space or product. The careful selection of colors can evoke emotions, convey brand identity, and guide user experiences. Ambient factors such as lighting, sound, and temperature contribute to the overall sensory experience, shaping how people perceive and interact with their surroundings.
The story behind my design, the thought process behind specific choices, and how the design aims to address their needs and solve a specific issue.
Encountering a new great design or product ignites a sense of wonder and curiosity within me. I find myself captivated by the creativity and ingenuity behind its conception, and I'm eager to delve deeper into its intricacies.
My ideal design partner is someone who shares my passion for innovation and collaboration. I firmly believe in the value of co-design, where diverse perspectives come together to create impactful solutions.
My mentors, colleagues, and clients have had the most influence on my design, shaping my approach and pushing me to think creatively and critically.
Emotional Design by Don Norman.
I developed my skills as designer through education, hands-on experience, continuous learning, and mentorship.
I would love to meet design visionaries and philosopher like Zaha Hadid and Aristotle, regardless of time and space, to discuss their insights and experiences.
Receiving awards and recognition is humbling, validating the effort I've put into my work. While fame brings opportunities, it also comes with challenges, such as managing expectations and balancing personal and professional life. Nonetheless, I'm grateful for the platform it provides to inspire others through design.
My favorite color are black and white, my preferred place is amidst nature, sushi is my go-to food for its organized presentation, and spring is my favorite season. I cherish the tranquility of nature, while Netflix is my preferred brand with its ability to transport us to new worlds and tell captivating stories with each click of the remote.
As a designer, I often deal with requests for creative solutions. One memorable occasion was when a woman asked me to design a space-frame dress to make her look thinner at her wedding party. It was certainly a creative challenge, blending fashion with structural engineering to achieve the perfect look.
Tackling new challenges, unleashing creativity, and seeing ideas come to life. I motivate myself by setting clear goals, staying curious, and surrounding myself with a supportive community.
It wasn't obvious at all. My childhood aspirations were simply to create things that made people happy. It was only as I grew older and discovered my passion for design that I realized the potential to turn that aspiration into a career.
Predicting the future is always a challenge, but I envision a world where technological advancements continue to shape every aspect of our lives. From AI and robotics to sustainable innovations, humanity will likely face both opportunities and challenges. I believe that as long as we prioritize collaboration, empathy, and sustainability, we can create a future where everyone thrives.
I want to express my deep gratitude for your support and encouragement. My passion for design stems from a desire to make a positive impact and create meaningful design for people. Thank you.
Designer Interview
17 May 2024
I grew up in a retail environment where my mom owned a small toy store that sold many things that made children happy. This inspired me to be a retail designer, bringing back those warm memories through simple and minimal designs.
I started to establish Duettones Design Lab in 2023. It is a design firm specializing in retail product and design. We pride ourselves on creating design that seamlessly blend emotion, spirituality, and wellbeing. Our design lab is committed in crafting a harmonious impact for surrounding environment. We believe in the transformative power of design to enrich lives, and we are dedicated to exceeding our clients' expectations through innovative and personalized solutions.
For me, design is a tool of communication to express ideas. It is a medium that can explain concepts and touch human emotions without words, connecting generation to generation.
I enjoy designing elements in the retail industry, such as product displays, restaurant plates, and other details that directly in contact with the user.
I am into parametric, minimalist, and poetic design. The designs of Zaha Hadid, Tadao Ando, and Carlo Scarpa influence me the most.
It was the store for a beverage company, which served as a valuable platform for me to gain experience and develop my skills as a retail designer.
I like 3D printing technology because it can make almost everything feasible with sustainable production materials, translating complicated concepts in a minimalistic manner.
In the first two hours after waking up, I feel the most creative, while I'm still in the midst of my dreams but conscious. That's when brilliant ideas come to me.
I grew up in Indonesia, where we prioritize togetherness in every aspect of life. I usually focus on how to connect people through my designs.
When I'm designing, I feel freedom, as I can communicate with my visual language to express the inexpressible.
Satisfied with the work, I am excited if the design truly resonates with the targeted user.
I think when it moves people and create impact, even just a simple thing.
For me, it's simple. If the design moves people towards a positive way of life and improves their quality of life, I consider it a good design.
As a retail designer, I believe I have a huge responsibility for every element I design. It can influence people positively or negatively through their unconscious actions. In terms of the environment, I can contribute to sustainability by using environmentally friendly materials.
The design field is evolving at a rapid pace. Technology will be at the heart of it, so incorporating personal touches that resonate with the user, culture, and tradition is important to give identity to our designs.
It was in September 2023 and maybe by the end of this year.
Nature and tradition are my best inspirations. I love observing people and thinking of what I can design to make everything more meaningful and better.
My style is minimalist, with elements inspired by nature's organic aesthetics. I enjoy studying philosophy; it greatly influences me and lends a poetic quality to my designs. My approach involves solving design problems in a poetic manner.
I was born in Indonesia, in a city with a bustling life, before I moved to a countryside with strong traditions and a very calm lifestyle. Those were truly great experiences where I could experience two different sides of culture. It greatly impacts my design preferences. I appreciate minimal or modern styles while incorporating elements of traditional culture.
We often collaborate with retail brands to design promotions for the brand or to communicate new products.
To achieve the best result, I suggest companies to choose the designer who best fits their brief because each designer has a different style to approach problems, especially in the retail industry. We strive to understand what the company wants from our design and create the best solution to address the brief.
In my design process, I usually analyze the problem, conduct research on the design, and then brainstorm to find the best solution, considering all aspects of the design. Afterward, I begin creating mock-up designs to ensure they work well and can be produced in real life.
My fountain pen, watercolor book, a yellow mug, cutter, and 3D Printing machine.
After waking up, I usually go to my home office to sketch some designs, spending about two hours solving yesterday's problems. Then, I exercise and have breakfast while socializing with people. During the afternoon, I typically have meetings and execute design ideas. In the evening, I have a habit of reading books on different topics and catching up on the latest news to broaden my knowledge.
I think it's important not to focus too much on making a huge amount of money from the designs you create, but rather to focus on improving the quality and impact of your designs.
Being a designer is challenging. On the positive side, it's fun; it feels like I'm working in my playground every day. However, on the negative side, sometimes I don’t realize that I am too focused on my own world. Being imaginative and understanding reality is important to prevent making unimportant decisions.
As a retail designer, my "golden rule" is to create a memorable context behind a product in a minimal way that communicates to the user and aligns with the brand identity.
The main skill, I believe, is understanding the user and the ability to find feasible solutions to every design problem.
During designing, I like to use a fountain pen and paper to sketch before utilizing computer software technology and 3D printing.
In the morning, I engage in a creative brainstorming session, allowing my mind to explore various ideas and possibilities. This is a time of unbridled creativity, where I let my imagination roam freely, jotting down concepts and sketches as they flow. As the day progresses into the afternoon, I transition into the execution phase, bringing those ideas to life with precision and detail. This is where the real work begins, as I meticulously refine and implement the designs, ensuring they meet the vision and objectives set forth during the brainstorming session earlier in the day.
It depends on the project. In the retail industry, four months or less is typical for completing one project.
How can I find inspiration and creative solution of a problem?
After graduating from my Bachelor of Architecture, I worked with some property investors. That was the most important job experience where I learned about aligning great ideas with business.
Most of them are retail business owners and property owners.
I enjoy designing elements in retail design because it involves direct contact with the user.
Continuing my practice as a retail designer, crafting fresh designs to tackle contemporary issues and expanding my industry expertise for a more profound influence.
I collaborate with my team. I typically designing the main concept and brainstorming with my team for further development and production.
Recently, we have been developing product display designs for food and beverage brands, combining food art with 3D printing technology.
You can reach us through our Instagram official account: @duettones_designlab or e-mail.
I think that’s enough. Thank you for your time.
