Interviewe mat Romuald Vincent

I started my professional life as an architect. I am graduated from the School of Architecture in Brittany. I first studied and practiced design there. Since I remember I have always liked drawing and painting but It was a very good complementary experience to learn more on graphic and practical design by using CAO and production machine. I have always wanted to design and build new things, working on many projects, not especially to become a designer. It’s quite a late vocation. When I chose the school of Architecture, the idea behind was more to conciliate science and art in a concrete way. These are too important aspects of my personality I think.

I wanted to reenchant the wordl ! The aim of Design is to bring art in everyday life and in the most practical way. We are making it useful and living !

I have always wanted to create tangible new objects since I was young. The creation process takes me away. As far as I am concerned, designing is almost as natural as breathing.

Almost everything. It can come from a building to indoor spaces and small objects. I really enjoy working on a smaller scale at the moment after making so many big size projects in the past. When I am designing a new bottle for example, time scale for conception is further reduced. The relationship with the object naturally changes. I consider myself much more as a craftman since I really have a complete control over it. It’s almost more fulfilling from an intellectual point of view, unless it was my taste for novelty !…

Working hard and believe in your star. I would also add that: whatever your talent is, if you want to make a name in your business field, communication is the key. Starts sharing your design with your friends, your community, then see bigger to make you know. Social and business network are more and more connected. The aim is not to sell your soul, you need to stand by your convictions, and even to make some sacrifices for it but in the end you still need to know how the game is playing. In that way you will avoid disillusions.

A great designer is able to anticipate consumer’s need. He makes you see things different and sheds new light on the object or space he designed. He also has the ability to question and renew his own of doing things.

Following my own selection criteria, a good design makes the use of the object come first, then innovation in terms of added-value, the unicity and finally the graphic coherence and the aesthetic qualities. Add this list a touch of magic (you can call it the designer’s talent, his own style) to recreate emotional and functional ties between consumer and consumable products and you win the laurels.

A good design reenchants the world by reinventing an object, a space or a use. In twenty years it will be considered as a timeless classic. You would better invest right now !

My dream is I can afford one day designing my company’s head office building. It would come to a successful conclusion to my business.

An animated company presentation movie I would like to direct.

I always keep in mind when I design that nothing can be taken for granted. I Never limit myself and try to challenge the limits of the resent. There is still more to do and to improve.

Leonard de Vinci, Franck Lloyd Wright, Jean Prouvé, Oscar Niemeyer… Maybe I am old school !

Ora Ito’s bottle for Heinken because he manage to reinvent a concept with a simple shape and just few lines.

To Quote Franck Lloyd Wright, I would say the next ! ;-) More seriously, from an architectural point of view, I would say the fashion house we designed for the stylist Anna Ruohonen in collaboration with Littow Architects. This project won the Shop & Design first prize in 2014. It is a very good example of what I should call a “fair” architecture fully compatible with the constraints of the site, the client’s program and budget and deadline. The guideline was to build both a production and exhibition tool and our work has been fairly successful.

Now I am very proud of the work I did for my brand. It’s a bit “selfish” for a project since I was my first client but there is also a more emotional dimension: It’s kind of my baby ! ;-) The fact he was very well received by consumers first, then media and now with the design community wih this award means a lot for me. I am really inspired to pursue the entrepreneurial adventure!

They should never take anything for granted and should remain open-minded, curious, and always experiment

With last ideas, techniques and practices,

A politician I guess, but it is not too late !

useful, unless it is to make use beautiful, it depends on the point of view…

The fear of dying without doing anything great. It makes me go ahead and push my own limits.

Hard work and a good mentor.

Specific software I learnt on the job.

An online portfolio seems perfect in my opinion.

I am going to expand Dame de Pique collection by designing new brand products. The idea behind is to turn a beverage brand into a generic one and take advantage of such a disruption. Let’s see what is going to happen !

I want to mark history forever not especially as a designer but as polymath.

They would like me to surprise them again and again.

A designer must try, as much as he can, to reenchant the world by reinventing everyday objects. We are living in a consumer society and each day news products appears on the market. The most important part of the design is to recreate emotional and functional ties between consumer and consumable products. By questioning our current life, designers must explore new avenues of reflection for the future.

I am currently working on a new project: the design of a lamp shaped liked a woman head (Queen of Spades) and made with cardboard sheets based on laser-cut technology. I have already manufactured a first prototype. It will help me to make few adjustments and probably realize another version with high-class materials such as Plexiglas and solid wood.

Almost all design works are exciting ! It all depends on what you have in mind. I really enjoy working on a smaller scale at the moment after making so many big size projects in the past. When I am designing a new bottle for example, time scale for conception is further reduced. The relationship with the object naturally changes. I consider myself much more as a craftman since I really have a complete control over it. It’s almost more fulfilling from an intellectual point of view, unless it was my taste for novelty !…

The compulsory use of healthy and ecologically friendly materials.

Modelling and simulation technologies have revolutionized design process for the next decades. They have been considerably diversified and democratized. It ‘s now time for 3D printing technologies. It ‘s an incredibly rapid revolution which still widen the field of possibilities. With the boom of such tools combined with open data softwares, Design is going to reach the largest number of people. The community of designers is going to keep growing, which is a really good thing for emulation and competition !

Compared to a building, it is very short, but everything depends on the order and client’s product expectations, if it’s a full time work or not… It usually does not take me more than 2 or 3 months between the first drawing and the final object but it’s an average.

First is the order. Everything starts with it. A first meeting is often necessary to better target the specific needs of the client. I take this opportunity to identify the ins and out of the matter. After that I usually compile some reference pictures that help me to define the guideline I will follow. Then I draw one or more concept sketches in order to synthesize it. From that point, I am going to quickly experiment models until I am satisfy with it and I can make a detailed presentation.

Symbols are stronger than reality.

They are both closely connected. I find difficult to make a choice…

My favorite color: blue

Place: Home

Food: slice of white pudding

Season: spring

Thing: nature

Brand: Dame de Pique of course !

I always feel very lucky when I realize I can shape the world with my ideas. This simple thought makes each of my day the greater one. It is incredibly rewarding to transform a concept into reality. It’s very powerful in terms of emotions. There is no routine in such a job; you are always learning new processes, programs and other technical skills. It’s a true passion !

It was obious I would be an artist no matter what happens in my life. Drawing and creation has always been an integral part of it since I was young.

It is never easy or obvious to play the role of a seer. I am not very optimistic for the future of our planet. Global pollution continues to worsen and the economic race between nations prevent us from a direct and global action. Let this apart, I guess it would be an advanced tehnological age carried by transhumanism and “improved” human being for better or for worse.

I started my professional life as an architect. I am graduated from the School of Architecture in Brittany. I first studied and practiced design there. Since I remember I have always liked drawing and painting but It was a very good complementary experience to learn more on graphic and practical design by using CAO and production machine. I have always wanted to design and build new things, working on many projects, not especially to become a designer. It’s quite a late vocation. When I chose the school of Architecture, the idea behind was more to conciliate science and art in a concrete way. These are too important aspects of my personality I think.

Dame de Pique is a very unusual company, probably like me ! It’ s both a beverage brand and design company. I first created it in order to distribute my wine production. Dame de Pique is the name of an old legend my grandfather told me when I was a child. He was kind of eclectic too and he created this unique beverage made of sloes we call in French “veine d’épine”. When he died 3 years ago, no one in my family wanted to keep his production alive and for me there was a risk his know-how purely and simply disappears. So I rolled up my sleeves and I started to be a wine maker in parallel with my job as an architect. The production was in urgent need of rejuvenation so I decided to design new bottles with a new logo and graphic chart so they can really make the difference on the alcoholic beverage market.

The more I worked in this way and the more I saw the potentiality behind it. I started with a first bottle, then I design a new label, then a specific packaging, then a new exhibition stand, then a specific demonstration case, then advertising polo t-shirts and so on, each new creation bringing me to a new one…

So little by little I constitute a collection which it is still growing up and makes the DNA of the brand.

Design is to bring art in everyday life and in the most practical way. We are making it useful, unless it is to make use beautiful, it depends on the point of view…

As an architect I started to design “big projects” but with time I really like more and more to focus on smaller scale, the user one. It includes indoor design, furnitures and objects of everyday consumption like packaging and graphic illustration as I did for my brand.

As I am concerned, it’s easier, quicker (unless specific cases). You don’t have to deal with cumbersome administrative procedures (Vive la France !...), the feedback is shortened and the impact on final user can still be very strong despite the size of the operation. For example when I make interior design I sometimes have the impression to enter the privacy of people. I need to know their desire, their specific needs. Making a space or an object they can identify with, even appropriate and feel well is very gratifying because it ‘s like writing the first page of a new story: their own!

To Quote Franck Lloyd Wright, I would say the next ! ;-) More seriously, from an architectural point of view, I would say the fashion house we designed for the stylist Anna Ruohonen in collaboration with Littow Architects. This project won the Shop & Design first prize in 2014. It is a very good example of what I should call a “fair” architecture fully compatible with the constraints of the site, the client’s program and budget and deadline. The guideline was to build both a production and exhibition tool and our work has been fairly successful.

Now I am very proud of the work I did for my brand. It’s a bit “selfish” for a project since I was my first client but there is also a more emotional dimension: It’s kind of my baby ! ;-) The fact he was very well received by consumers first, then media and now with the design community wih this award means a lot for me. I am really inspired to pursue the entrepreneurial adventure!

My very first project as an architect was a sustainable collective housing in collaboration with the architecture agency Dupeux-Philouze located in Rennes suburbs in Brittany. It was a medium size project for a property developer. The operations consisted in two buildings of 20 residential units each. We paid peculiar attention to the quality of material used but also to the façade design to make the building the most attractive to live in despite few budget cuts. The “Villa Solaris” won the silver pyramid for innovation 2011.

Everything depends on the project. I don’t really have a favorite material. I usually start from the project. Budget costs always have an important impact on my design. Then I usually try to select materials amongst those which can best achieve their objective. I am quiet flexible for this. It is almost the same idea with technology, except than computer modeling acts a design guideline. I first draw roughly a first sketch to make my ideas clear then I quickly make the link with computer tool. I can also make few hand-made card-board models during the design process if necessary but it is more and more seldom.

A Sunday morning in the shower ! ;-) I am kidding. Even if I appreciate this kind of quiet moment to think in a more relaxed and open-minded way, there is no real down time in my day. My brain is always working on new projects and I draw inspiration and ideas in everyday life. There are so many outside influences. It can be a meeting, a speech, a perfume in the air, the landscape… Everything inspires me.

Amongst all the aspects of a design, its use is the more important one for me. We always build on purpose. As far I am concerned, nothing is free. I do not really believe in a “great and magic” design gesture. Even the most sophisticated form needs an explanation. If not, so you are making art. As an artist, I know and respect spontaneity and even though I always pay attention to make the difference between these two aspects in my work. A designer needs to control and to guide his inspiration

The same thing is true with the computer tool. Complex algorithms enable now you to design sophisticated shapes you could barely imagine by yourself and yet, what is the purpose if you become the slave of this technology? I am sincerely convinced that we - the designers – need to be fully aware of what we do and why we do it. My work and design vision is structured on this simple principle

Strangely, I feel free. I may have to face issues, deadlines, urgency and yet, at one point during the design process, there is often a “moment of grace” where I know I am in the good direction. I would not pretend this solution is the only one. Another circumstance would certainly produce new results and yet, at this very time I have the impression to have a clear understanding of the whole thing. It’s like to try to figure a puzzle with multiple solutions. You pull together the essential elements, relevant evidences and you finally manage to synthesize it. I love that feeling

I usually go through a broad range of emotions like release, satisfaction, achievement, pride… It is always a very strong feeling to see the product of your imagination become real and tangible.

Generally speaking, design must not only fulfill designer’s own expectation but also consumer’s one and even anticipate them. A successful design makes you see things different; it sheds new light on the object or space it was developed for.

Of course, everything depends on the context and the aim of the design first but some constants remain however. To sum up I would say that successful design must raise surprise and desire.

The Use obviously (for all the reasons I previously mentioned), then innovation in terms of added-value, the unicity and finally the graphic coherence and the aesthetic qualities.

A designer must try, as much as he can, to reenchant the world by reinventing everyday objects. We are living in a consumer society and each day news products appears on the market. The most important part of the design is to recreate emotional and functional ties between consumer and consumable products. By questioning our current life, designers must explore new avenues of reflection for the future

Modelling and simulation technologies have revolutionized design process for the next decades. They have been considerably diversified and democratized. It ‘s now time for 3D printing technologies. It ‘s an incredibly rapid revolution which still widen the field of possibilities. With the boom of such tools combined with open data softwares, Design is going to reach the largest number of people. The community of designers is going to keep growing, which is a really good thing for emulation and competition !

My last great exhibition was organized in the third arrondissement city hall of Paris the last December in collaboration with the French Octet “Octuor Octave”. With the return of sunny weather, I am going to participate in several trade fairs and exhibition in Province as part of my wine production from June to September 2017 (the dates will be shortly announced on our website). It will be the opportunity to present new products and design from the “Dame de Pique” collection, as well as sharing with visitors our know-how in simple and convivial company

As I said previously, I have multiple sources of inspiration. There are so many interesting subjects in the world ! It can come from everywhere: movies, speeches, meetings, news, readings … My brain constantly makes new associations of ideas, so inspiration comes quiet naturally. When I am working on a specific program for which I may feel a lack of knowledge, internet also constitutes an amazing encyclopedia where I can “feed” my brain with. It s always important to have references but it’s even more important to be able to move away from it to bring new solutions. That’s why I always try to open my mind and think freely.

I usually make a slight difference between my design style for architecture and for smaller objects. For the first one I tend to design in a more refined way. I prefer raw materials like natural woods and clear lines. It may be explained by my professional background. I have learnt much from Pekka Littow, a famous Finnish designer with whom I worked with at many time. He influenced me a lot.

When I design objects or work on graphic illustration, I am more flexible and try to include some slight touches of the Art-Deco French Heritage in a subtle and contemporary way. I am also more sensitive to the use of natural motives if I feel they can bring something more.

I live between Paris and Cognac. My company is based in Boulogne-Billancourt (near to Paris) but my warehouse and wineries are in Saint-Brice, a small village 3km away from Cognac where my family live since 3 generations.

As I said, I find a particular attachment to the Art-Deco French Heritage but it’s a very light influence. I had the opportunity to travel a lot when I was young and I think it gave me a real opening to the world and the specific design and architecture I could meet there. I don’t feel any limitations by designing in France, except maybe for the use of colors. There is a lack of bright colors in French Design, mostly the architectural one and I find it’s a shame. We should be able to work with a wider palette both in indoor and outdoor spaces.

I usually work on demand. My involvement depends on the type of the project and the company needs. In case of design charette, I usually go on a field mission. It reassures the clients and allows clarifying the objectives. On the other hand, neither is it a problem for me doing telework. I am quiet an independent personality and there are now so many ways to communicate over long distance by using phone and internet, that it would be a shame to miss out on opportunities for designing project abroad !

First, their program needs to be clear. It’s always easier for both actors to work on a precise canvas if you know exactly where you go. If not, a first meeting with the designer to address issues and goals is absolutely indispensable. A professional portfolio is always a good basis to spot the profile of the designer but yet, human relationships still remain essentials before any partnership or trade relations. Finally, I think it’s also important to leave a bit of creative freedom to the designer. There is much more to win to let him express his or her vision. If the reputation of the designer is not enough to convince companies, I think a standard selection based on portfolio, CV and ideas competition is absolutely relevant.

Well, I have already told about my way of working but I am going to try to summarize it: First is the order. Everything starts with it. A first meeting is often necessary to better target the specific needs of the client. I take this opportunity to identify the ins and out of the matter. After that I usually compile some reference pictures that help me to define the guideline I will follow. Then I draw one or more concept sketches in order to synthesize it. From that point, I am going to quickly experiment models until I am satisfy with it and I can make a detailed presentation.

Here is a short list of my five design items at home in descending order according to their size:

- Compas Table by Jean Prouvé: a classic, simple and elegant !

- ASUS ROG Laptop G752VS : a real war-machine for designer !

- normann copenhagen cognac glasses : the best way to savour my wine !

- Black Ray-ban aviator sunglasses : timeless design !

- Ace of spades bottle opener: my favourite one, light and practical !

Every working day is different by the previous one. I can do architecture all the day long for a design charette or can be back at base in Charentes for harvest time or any other operations that requires me to run the production process.

One minute I am in y designer role, making some models at home or in my friends’ warehouse, the next I am in a managerial position, leading some new sales. It is very fluctuant. Whenever I can, I try, however , to divide my day into two parts: the morning devoted to design / architecture and the afternoon to my beverage company.

In any cases, the only constant is there is always a lot of work to do and I do my best to reach the goals.

Well, I still consider myself as a “beginner” ! In fact we are used to say that architects are young until 50 years old ! This job is a real fountain of youth ;-)… Seriously speaking, I would say that: whatever your talent is, if you want to make a name in your business field, communication is the key. Starts sharing your design with your friends, your community, then see bigger to make you know. Social and business network are more and more connected. The aim is not to sell your soul, you need to stand by your convictions, and even to make some sacrifices for it but in the end you still need to know how the game is playing. In that way you will avoid disillusions.

It is incredibly rewarding to transform a concept, an idea into reality. It’s very powerful in terms of emotions. There are only few jobs which are so intellectually stimulating, from my point of view. You need to have a global vision, not necessarily being a specialist but being able to communicate and sharing with specialists in many fields. There is no routine in such a job; you are always learning new processes, programs and other technical skills.

The only drawback to this job is it can be very time consuming and energy intensive if you don’t care. That’s why you would better be passionate to exercise it !

Nothing can be taken for granted, even the best design. Never limit yourself. There is still more to do and to improve.

Curiosity, sensitivity, work and perseverance.

I always have a sharp pencil and a writing pad to make some new sketches and to take notes, a good supply of cheap cardboard to make rough models. On my laptop I am used to working with CAO softwares such as Archicad, Vectorworks and Sketchup. Then I switch to renderings programs like Artlantis and Keyshot Luxion. Those softwares are very light and do not require a lot of memory space to make quick quality renderings. I usually add some details and rework with Photoshop. I also use it as a paint program for my illustrations. Otherwise, I also have Illustrator, Indesign and the usual stuff. Concerning the inspiration, all is in the head.

As an architect, I quickly learnt to set priorities. Each time I start a new project I set goals and timeframes and do my best to keep the schedule. Considering I am wearing several hats (architect, designer, liquorist and business manager), I can only spend a certain amount of time on it in a day. I do my best to find the balance. This can widely vary according to the the urgency of the operation and its estimated profitability. In the end, time is money and often acts as a guideline in my decisions. But it’s also true there is never enough hours in my day !...

Compared to a building, it is very short, but everything depends on the order and client’s product expectations, if it’s a full time work or not… It usually does not take me more than 2 or 3 months between the first drawing and the final object but it’s an average.

Probably this one: “Where do you find your ideas ?”

My most important experience job is probably the current one. I found my own company two years ago. Being an Entrepreneur is a complete experience. I had to improve some of my professional skills but also to learn new ones when missing. Each day is an adventure and brings its share of unexpectedness !

That varies quite a bit, but most of the time I work in a BtoB market logic. I work a lot in collaboration with high-end establishments in Paris such as hotels, restaurants and cocktail bars. As CEO of my own brand I am also my main client for all internal design activities.

Almost all design works are exciting ! It all depends on what you have in mind. I really enjoy working on a smaller scale at the moment after making so many big size projects in the past. When I am designing a new bottle for example, time scale for conception is further reduced. The relationship with the object naturally changes. I consider myself much more as a craftman since I really have a complete control over it. It’s almost more fulfilling from an intellectual point of view, unless it was my taste for novelty !…

I am going to continue to develop my business and find new clients in France but also abroad where there is an untapped potential market for such a sweet and premium “girly” drink. The idea is to make Dame de Pique become a famous beverage brand and use the distribution of my bottles as a strong communication media for my other design activities. I am going to expand Dame de Pique collection by designing new brand products. The idea behind is to turn a beverage brand into a generic one and take advantage of such a disruption. Let’s see what is going to happen !

I work with partners at the time of manufacture and eventually make some inquiries with them on specific demands but otherwise I am used to working alone during the design process.

I am currently working on a new project: the design of a lamp shaped liked a woman head (Queen of Spades) and made with cardboard sheets based on laser-cut technology. I have already manufactured a first prototype. It will help me to make few adjustments and probably realize another version with high-class materials such as Plexiglas and solid wood.

People can contact me via my website by filling the specific contact form. You can always find my company on the major social networks.

This interview was quiet exhaustive ! Santé ! (as we say in French) will be my last word ;-)