Designer Interview
12 Froen
We are a young product design studio in Montevideo, Uruguay. We specialize in product, furniture and lighting design, store design and strategic consultancy for creative companies.
Can you tell us more about your company / design studio?
We are a young product design studio in Montevideo, Uruguay.
We specialize in product, furniture and lighting design, store design and strategic consultancy for creative companies. We strive to create products that bring design into daily routines by combining cultural factors and user understanding with material and process experimentation.
What kinds of works do you like designing most?
I like doing furniture and lighting the most. Recently I have started designing fashion stores, popup stores which I also enjoy making.
What was the first thing you designed for a company?
My first design job was in shoe design, all designs were sold in department stores in Brazil, Chile, Colombia.
What is your favorite material / platform / technology?
My favorite material by far is wood when used simply, just showcasing the material qualities. Here in Uruguay most design products are made of wood, especially eucalyptus and pine elliotis with FSC certificate.
When do you feel the most creative?
There is not a especific time for creative work for me, though I work on my first ideas late in the afternoon.
Which aspects of a design do you focus more during designing?
Simplicity and user experience.
From your point of view, what are the responsibilities of a designer for society and environment?
I believe one cannot ignore any more in design where materials come from, how they are treated. One has to design with this in mind.
When was your last exhibition and where was it? And when do you want to hold your next exhibition?
My last exhibition was in Montevideo, Uruguay as a part of IFA Somewhat Different exhibition curated by Volker Albus. My soon next exhibition will be in New York for the NYCxDESIGN week as part of FAB First Things First show.
Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
My source of inspiration are everyday moments. Most of my works are inspired by everyday little moments and then design something for that especific moment or way we use something.
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 Montevideo, Uruguay, a small city in a small country. Here there is a strong European heritage yet we carry a very simple and slow way of living. I try to combine these two aspects together, making products that value how we use them as a main focus. Also industry here is very low in technology so if you want something produced you MUST work around simple technology.
What is your "golden rule" in design?
Keeping designs as simple as posible regarding technology and making them all about user experience, always adding a little bit of fun.
Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
My design process goes from paper then to software and finally to the workshop. I enjoy making my own prototypes and being totally present during production.
