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Love Art Campaign by Daniel da Hora |
Home > Winners > Design #119665 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
Dd: For the first campaign of Winghook, it was needed a bold and artistic approach to make a statement. Winghhok has a Swedish design DNA, and is neither a nail, nor a screw. It’s better than all of those old fashioned things, and it holds your art on the wall in a fast, clean, easy-to-install, and safe way. By using famous paintings of Art History in a new, surprising way, it's clear that, if things are not in their right place, you will notice in a minute.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
Dd: Winghhok has a Swedish design DNA, and is neither a nail, nor a screw. It’s better than all of those old fashioned things, and it holds your art on the wall in a fast, clean, easy-to-install, and safe way. By using famous paintings of Art History in a new, surprising way, it's clear that, if things are not in their right place, you will notice in a minute.
FS: How long did it take you to design this particular concept?
Dd: It was a two year long project.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
Dd: Because of the maker field of the product / brand, we decided to have this unique approach.
FS: Who is the target customer for his design?
Dd: All the arts filed users, specially those who work for galleries, museums, art fair, exhibitions, and also the final home user.
FS: Which design tools did you use when you were working on this project?
Dd: More then 400+ hours of digital treatment and manipulation work over Procreate, Blender, Photoshop, and Illustrator. Almost 10 Giga bytes of data for each project, including ultra-high resolution images of the original files (up to 600 Megapixels). Each painting had a sketch over it before we ímplement the final digital manipulations, so we could take càre over the color and líght aspects of the original, using the tools of the software. The final "new" paintings also took into consíderation what elements were erased or moved on the scene, and in some cases we even needed to change the whole painting lightening, shadowing, and physics.
FS: What is the most unique aspect of your design?
Dd: By digitally editing some masterpieces, replacing elements, rearranging known visuals, or simply taking off the scene other parts, we created whole new paintings, full of meanings, that relate directly to the usage and the efficiency of the product. Now, your challenge is to find out whats is missing or different on all of those images. Can you do that? If you really love art, you can.
FS: What is the role of technology in this particular design?
Dd: Extremely important as long as we had to change well-known and famous art history paintings, and the digital technology was crucial for that.
FS: What are some of the challenges you faced during the design/realization of your concept?
Dd: By digitally editing some masterpieces, replacing elements, rearranging known visuals, or simply taking off the scene other parts, we created whole new paintings, full of meanings, that relate directly to the usage and the efficiency of the product. Now, your challenge is to find out whats is missing or different on all of those images. Can you do that? If you really love art, you can.
FS: How did you decide to submit your design to an international design competition?
Dd: We had a very good feedback about the design, not only by our client and customers - with is the most important - but also from other creatives and colleagues from the industry.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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