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The Bevel Sofa by Sara Hayat |
Home > Winners > Design #133559 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
SH: When I would model my designs, the big question I would ask myself is, ‘does it pass the Aesthetic Force test?’ Dr. Sarah Lewis describes it as the power of art, or music, or a piece of writing that moves you, "to leave us changed - stunned, dazzled, knocked out. It can quicken the pulse and make us gasp in astonishment. Its importance is its animating trait - not what it is but what it does to those who behold it in all its forms." With the Bevel, i wanted a chic, modern sofa that visually conveyed how I wanted people to feel when interacting with my products. I wanted them to feel held. By using taking the main element that makes a couch comfortable - the cushion, we made that the focal point of the whole piece. Despite having wooden frames inside, it looks like an inviting and comfortable piece from all angles.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
SH: Visually, I wanted my designs to grab attention - to be able to anchor you in the present even if for a moment. Things that are whimsical and playful have a way of doing just that. My Mom, who tests and oversees the manufacturing of my pieces, called really excited about the cushioning we were trying to pick out for the Bevel Sofa, and to give context, i mustve made her try a dozen combination of cushioning! So she calls all excited and she says, the cushioning is extremely soft and comfortable, and just when you feel you're about to just sink down, its firm so you feel like you're being held! That was it! That feeling of being totally relaxed, feeling held, feeling warm in your posture, allowing us to connect with people we are with. Its combining form and function to not only serve as visual affirmations, nudging us to rise above but also fostering a sense of belonging, forging a connections with people we are with and discovering their magic.
FS: What are your future plans for this award winning design?
SH: I want to bring this design to life and would love to see it in peoples home. It is great to entertainment space, office and even a den. I love its versatility and would want to take it mainstream.
FS: How long did it take you to design this particular concept?
SH: This was one of the few designs that came to life organically and required very few iterations. While making the Shahi sofa, I thought, we dont usually see a beveled edge sofa. So I started working on it and came up with dimensions for the sofa seat and then pieces that would make the arm rest and the back rest. This sofa took only a day from sketch to model.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
SH: It happened organically. I was inspired by using soft, cushiony aesthetic of the beveled edge and make it the focal point of my design.
FS: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
SH: I am producing this piece myself. My family has been in the furniture manufacturing business since the 1870s. We have expert craftsmen that produce each piece by hand and all orders a made-to-order.
FS: What made you design this particular type of work?
SH: My love of learning and curiosity about human behavior helped me look at furniture design differently. I seek form that moves, that dazzles and reminds us of our special power to elevate and change our situation. My designs are intentional and are fashioned in a way that fosters human connection and makes you feel warm and at-home.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
SH: Since my family has been manufacturing furniture since the 1870s, we have a bunch of catalogs from the late 1800s and early 1900s that I would pour over. The designs are timeless and they helped me take note of the different joineries and details that go into furniture making. I also took my inspiration by looking at designs of Oscar Niemeyer, Edra, Joaquim Tenreiro. Their take on design was so unique and the materials they used told a story of their era, the things they were inspired by, and their culture.
FS: Who is the target customer for his design?
SH: Since everything is made by hand, my products are more exclusive. For now we are targeting architects, interior designers and hotels.
FS: What sets this design apart from other similar or resembling concepts?
SH: This is one of the pieces that I have design copyrights for. It is a truly unique piece made with care and passion for aesthetic beauty.
FS: How did you come up with the name for this design? What does it mean?
SH: The name came naturally. The bevel has beveled edge pillows so it made sense.
FS: Which design tools did you use when you were working on this project?
SH: We were modeling a separate piece on 3DS Max when we liked the bevel sofa iteration. I liked the look of the bevel shaped cushion and we made a whole sofa out of it.
FS: What is the most unique aspect of your design?
SH: The whole sofa is basically a collection of soft, comfortable cushions. We wanted to give that feel of comfort and warmth even when people are only looking at it.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
SH: I worked with an architect to make sure all the measurements were correct and to figure out the technicalities behind making this product. I then discussed what we came up with with our skilled craftsmen so get their take on it. After a lot of back and forth, we came up with measurements that worked and an idea for the frame that would keep the back and arm rests in tact.
FS: What is the role of technology in this particular design?
SH: Technology plays a huge role in all my designs. We started modeling and rendering before manufacturing. This allowed us to assess the product-market-fit for each item. At the end of the day, we want our pieces to resonate with people and be something that they would want in their homes.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
SH: I wanted my designs to serve as a means of self expression as well. I love learning about how things work, and am particularly curious about human behavior and mental models. I am fascinated by how cars, watches, architecture and sneakers are designed. So just like ambient research in writing, I saved the designs I loved and made notes on why I loved them and how they made me feel. The first question I asked myself was, how do I incorporate all this in my designs? I wanted to ignore the designs I had seen but keep the feelings they evoked. To do this, I started with first principles thinking; What is a chair? It's basically something you sit on to rest or relax. By taking that basic idea, I started building a thing you would sit on by taking cues from everything I love. So my designs are influenced by how I emotionally respond to different designs I see. The second question was, how does human behavior fit in furniture design? It’s well documented that our surroundings impact our behavior and mindset and we are surrounded by furniture all the time.
FS: What are some of the challenges you faced during the design/realization of your concept?
SH: It was very difficult to get the cushioning right. After testing out multiple combinations of gel foam and high density foam, we came up with something that was soft yet firmed and something that would retain its shape for years to come.
FS: How did you decide to submit your design to an international design competition?
SH: It was a no brainer. I am very new in to the world of design and this platform has been one of the very things in my design journey that made it easy for me do something that would add gravitas to my brand name.
FS: What did you learn or how did you improve yourself during the designing of this work?
SH: I have found that there are multiple ways to achieve your desired outcome. If something doesn't work the way you first thought, look at it from a different perspective. Ask people who can help and solve the problem to get the best result.
FS: Any other things you would like to cover that have not been covered in these questions?
SH: Each piece was made with utmost attention to both form and function. The pieces are exclusive, and made-to-order with beauty and comfort in mind. I want my designs to bring joy, foster connection and facilitate meaningful interactions. I want my pieces to dazzle, anchor us in the moment and remind us of what we can be. For me, design is a function of empathy. It is knowing intimate details about what it means to be human. It is knowing about human behavior and how we interact and move in the world. A design resonates and its function realized when it comes from a place of empathy, of connection.
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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