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Interview with Joseph Cory |
Home > Designer Interviews > Joseph Cory |
Editor Frank Scott (FS) from DesignPRWire has interviewed designer Joseph Cory (JC) for A’ Design Award and Competition. You can access the full profile of Joseph Cory by clicking here.
FS: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
JC: I studied architecture at the Technion (Haifa, Israel) where I did my master and PhD as well. Later on, I have become a professor at Shenkar College (Ramat Gan, Israel). I loved architecture and design since the day I was born, but I understood my mission to make our world a better place through the design after I have studied the work of Frederick Kiesler during my PhD studies.
FS: Can you tell us more about your company / design studio?
JC: My office – Geotectura, is a one-person office. I am using sophisticated technology in order to be more efficient and to design sustainable architecture after doing several simulations regarding energy, light, wind and so on. I work only for clients with ecological responsibility. The outcome is very rewarding to all as we are all together with the client's vision are improving the quality of life and helping the environment in each project.
FS: What is "design" for you?
JC: Design for me is a way to make our planet a better place. If you consider only the aesthetics of design, it is not good design for me. The design should take into consideration social, ecological and economical values. The beauty is a by-product after you solved the other issues.
FS: What kinds of works do you like designing most?
JC: Only sustainable projects starting from small scale to big public projects. I am designing mostly educational buildings as the clients appreciate the benefits of sustainable architecture in terms of low maintenance and low energy demands.
FS: What is your most favorite design, could you please tell more about it?
JC: The Shrine of the Book by Frederick Kiesler (1965) is my favorite design as it is a piece of art that is many things at the same time - An ecological building, a sculptural monument, a time capsule of history and a surreal idea that came into our reality.
FS: What was the first thing you designed for a company?
JC: I have designed several ecological sculptures that brought sustainable principles into the awareness of the public such as energy independence, green walls, prefab design and more.
FS: What is your favorite material / platform / technology?
JC: I use only ecological materials in each project. It can be local, recycled or renewable such as Bamboo. I look for green certification for each material and I am considering the life cycle of the material so it will include data of what was needed to produce the material, how it will last in the project and what will be the future of it after the demolition of the project in the far future.
FS: When do you feel the most creative?
JC: When I am designing a project and all the environmental considerations are starting to shape the outcome of the design I feel that I am part of the creativity of mother earth. The logic of nature is embedded in all of my design so I enjoy the wisdom of a very old and wise friend.
FS: Which aspects of a design do you focus more during designing?
JC: When you make a sustainable design you need to take into consideration so many aspects regarding the climate conditions, the site, the program, the energy challenges, light, wind, materials, life cycle and much more. Many times one aspect is challenging another aspect so you need to know where to make good compromised for the benefit of the entire design.
FS: What kind of emotions do you feel when you design?
JC: I feel big responsibility. It is a burden but it is very rewarding if you complete the task in make a sustainable design.
FS: What kind of emotions do you feel when your designs are realized?
JC: I feel that all the efforts and time spent in the project made a difference.
FS: What makes a design successful?
JC: When the clients are happy with the result, when the building is not a burden but rather an income source thanks to ecological design and energy saving.
FS: When judging a design as good or bad, which aspects do you consider first?
JC: Is it sustainable? Holistic approach that takes into consideration many aspects.
FS: From your point of view, what are the responsibilities of a designer for society and environment?
JC: To make only sustainable projects and to promote green design.
FS: How do you think the "design field" is evolving? What is the future of design?
JC: I am always optimistic even when reality proves otherwise.
FS: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
JC: Every few years I make an exhibition of my recent work in local galleries. It is a great opportunity to raise the awareness about sustainable design and a nice way to see what the progress and learning curve in those years was.
FS: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
JC: Frederick Kiesler was my first inspiration as he was talking about sustainability principles and technology in the service of humanity 100 years ago. I have decided when I started my own practice in 2008 to follow his legacy and do only sustainable projects. The rest is easy as nature rules and restrictions are shaping the outcome of my design each time.
FS: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
JC: It is not a style or a fashion. It is a dance with nature and people, trying to reflect and respond to ecological challenges.
FS: 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?
JC: I live in Israel in the north part. The climate zones in Israel are great case studies for my ecological knowledge. The history and multi diversity are a great source of influence regarding the social aspects. The start-up nation of Israel in the last years are part of embracing the technology into my designs.
FS: How do you work with companies?
JC: I am very devoted to the clients I work with and give them the best service and attention in order to fulfill our common sustainable vision. The suppliers that I work with in each project (supplying the materials and the technology) are becoming friends and part of the green team.
FS: What are your suggestions to companies for working with a designer? How can companies select a good designer?
JC: Look for a designer that is not just talking but is doing. look pass the pretty words and nice images and see the actual design process and energy results. Start looking only after you know what your vision is. Aim high to make our world a better place with your new project.
FS: Can you talk a little about your design process?
JC: The methodology is very rational using environmental analysis and then ecological simulations in order to design a function that fits with the clients demands in the most appropriate way.
FS: What are 5 of your favorite design items at home?
JC: Home and nature that relates to each other. I have a fan and shading device in the living room and balcony to help with the climatic conditions and make a thermal comfort most time of the year. Ecological garden with no irrigation and with hydroponic system to grow some of my food. Daylight in the proper amount using thermal glass doors and windows facing nature.
FS: Can you describe a day in your life?
JC: Working in my office, facing the view of nature through the window. Simple things make me happy.
FS: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
JC: It is a long journey. No short cuts. If you want to make a positive impact stay loyal to your agenda even in hard times.
FS: From your perspective, what would you say are some positives and negatives of being a designer?
JC: The positive thing about being a designer is that you can make a change and inspire people. The negative is that sometimes people do not want to be inspired or to improve their lives because they are used to bad habits or that they are indifference. But this can make the positive goal even more challenging.
FS: What is your "golden rule" in design?
JC: Only to work on projects that will make our planet a better place. Only sustainable projects with sustainable-aware clients.
FS: What skills are most important for a designer?
JC: Curiosity. The need to explore and to learn all the time. Even as a professor I feel like a student all the time.
FS: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
JC: I use software that is part of the BIM (Building Information Modeling) world. Revit is the main platform but on top of it I use many apps that can simulate and affect the design in order to become more ecological and energy efficient. The green codes are also part of my design process as a guiding source.
FS: Designing can sometimes be a really time consuming task, how do you manage your time?
JC: I use BIM (Building Information Modeling) in order to be very efficient. I have been working with this method since 2001 and won several international competitions for the pioneering way of using cutting edge software and improving the design. I am one person with 6 computers so you can say I have an Artificial Intelligence extension :)
FS: How long does it take to design an object from beginning to end?
JC: In small projects it is several months, in big ones it can take between 1 to 2 years. The BIM (Building Information Modeling) methodology that I use is making the process very efficient and time saving while minimizing errors later on in the construction phase.
FS: What is the most frequently asked question to you, as a designer?
JC: Is sustainable design costs more? The answer is NO. Sustainable design, like any other design costs according to the budget of the client. Of course, you can make more with more money, but I have designed ecological projects with zero budget and cutting-edge projects with high budget. The important task is to stay within the budget boundaries as I have always done.
FS: What was your most important job experience?
JC: I think working on the Porter School of Environmental Studies was quite important as the challenge was to design the most ecological project in Israel and in the end the result was a LEED Platinum project with 92 points that only a few projects around the world achieved this challenge.
FS: Who are some of your clients?
JC: Always clients with a sustainable vision. I know that good clients make good architecture. You cannot succeed only by your motivation and expertise without the client's support and understanding of all the green challenges ahead.
FS: What type of design work do you enjoy the most and why?
JC: I enjoy any challenge that is looking for a design that in the end will improve the world we are living in. I will never be part of a project that is not sustainable.
FS: What are your future plans? What is next for you?
JC: To find good clients that share the vision of making our world a better place.
FS: Do you work as a team, or do you develop your designs yourself?
JC: I work by myself. I use cutting edge technology to make my practice more efficient and more innovative comparing bigger firms. Although I am the only architect you are always working with a team of consultants (Structural Engineer, MEP...) and of course the client is an important team member.
FS: Do you have any works-in-progress being designed that you would like to talk about?
JC: I am designing now several field schools in Israel, one of them in the dead sea, also an ecological high school. Always looking for the next sustainable challenge.
FS: How can people contact you?
JC: Email me at: info@geotectura.com
FS: Any other things you would like to cover that have not been covered in these questions?
JC: BE NICE DO GOOD HAVE FUN
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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