Antonia Skaraki

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Antonia Skaraki ("AS") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

AS : I studied Visual Communication and Advertisement – graphic design in Vakalo. I worked as head of the art department in several magazines and as a creative director in Able Communications. I was a co-founder of Design Lab where I served as V.P., I organized the Athens Design Games with Dimitris Fakinos at a biennale of Greek artists. I founded Karamella advertising in 1993 and in 2000, when the company became S.A. I served as a V.P. In 2005, I participated in the European Community Equal program with the project Andromeda – Actions against racial segregation in workplace environment. I regularly participate as a keynote speaker at meetings and conferences on issues concerning Branding and modern concepts of tourism. Recently I held a personal exhibition in my hometown Chania, Crete called: 14 Stories 14 Routes Local & Global identity (branding).

DL: What motivates you to design in general, why did you become a designer?

AS : Design is a matter, or state of being. Being happy, being self-content, being sad, being creative, being communicative, in harmony and being expressive. Design is a form of expression.

DL: Did you choose to become a designer, or you were forced to become one?

AS : Natural born designer.

DL: What do you design, what type of designs do you wish to design more of?

AS : Branding is “The Thing” for me but whatever is challenging is welcome. If it’s challenging, bring it on.

DL: What should young designers do to become a design legend like you?

AS : Work – passion - work

DL: What distinguishes between a good designer and a great designer?

AS : The great designer has failed a lot more times than a good designer. Moreover a great designer never rests upon her/his success.

DL: What makes a good design a really good design, how do you evaluate good design?

AS : Being something unique and something that not only the professionals appreciate but also the whole world.

DL: What is the value of good design? Why should everyone invest in good design?

AS : Because a good design says a 1000 different things with a glimpse of an eye.

DL: What would you design and who would you design for if you had the time?

AS : I'd like to do some things for me. To design personal projects, allow myself the luxury of having myself as the client.

DL: What is the dream project you haven’t yet had time to realize?

AS : I have one dream: to design a project along with my son who's specializing in visual arts. I hope one day we'll be able to materialize this dream project.

DL: What is your secret recipe of success in design, what is your secret ingredient?

AS : Having the correct team, having a close relationship with them and always challenging ourselves. Teamwork is one of the ingredients for success. Another ingredient is a throughly conducted strategy based in research analysis and insights. Talent is also one of the main ingredients. Put all these together and you have the recipe for success.

DL: Who are some other design masters and legends you get inspired from?

AS : Le Corbusier, Gaudi, Philippe Starck, Vivienne Westwood.

DL: What are your favorite designs by other designers, why do you like them?

AS : Can’t tell.

DL: What is your greatest design, which aspects of that design makes you think it is great?

AS : We overcome ourselves everyday. Each day we create something that is better than the one yesterday. So, no, I don't have a greatest design, only great designs every day.

DL: How could people improve themselves to be better designers, what did you do?

AS : Analyzing, synthesizing, travelling, working, reading, smiling, loving.

DL: If you hadn’t become a designer, what would you have done?

AS : A mum of many many children. I'd love to have them running around, cooking for them, nurturing.

DL: How do you define design, what is design for you?

AS : It's symmetry, passion, life, beauty.

DL: Who helped you to reach these heights, who was your biggest supporter?

AS : My mentor, Hristos Arvanitis, designer.

DL: What helped you to become a great designer?

AS : My endless passion for what I do.

DL: What were the obstacles you faced before becoming a design master?

AS : My effort to try to convince my senior colleagues to allow me express my suggestions.

DL: How do you think designers should present their work?

AS : There should not be any kind of norms. Every project is directly related with its designer and presented according to their personality. Presentation is a permormance and each performer has their own style. This the magic when we exhibit our work.

DL: What’s your ultimate goal as a designer?

AS : To never stop to self-inspire, in order to build a tank full of inspiration, from where I can draw material to help young designers, to help my colleagues find new paths, explore new worlds.

DL: What people expect from an esteemed designer such as yourself?

AS : To always challenge and overcome their expectations.

DL: How does design help create a better society?

AS : Design = image Design = positioning Design = communication Design = attitude

DL: What are you currently working on that you are especially excited about?

AS : Can’t tell.

DL: Which design projects gave you the most satisfaction, why?

AS : I draw satisfaction from every project. Each one has something to give me. Each one I use to admire, compare, get angry, jealous, thankful.

DL: What would you like to see changed in design industry in the coming years?

AS : I'd like to see the people of our industry better alligned with the world today. We tend, sometimes, to lose ourselves in our microcosm. We have to get out there, hear, smell, touch, learn. Also, I'd like to see more women. In my country, the design industry is still ruled mainly by men.

DL: Where do you think the design field is headed next?

AS : It's making a switch towards a more functional and environmentally friendly practice.

DL: How long does it take you to finalize a design project?

AS : We don’t know how long it takes for the spark to light up. And each project has its own whims. So, it's hard to set a time. It can be a very short project or it can be one evolving with time.

DL: When you have a new design project, where do you start?

AS : First I get to know the product I have to design. I want to be in the shoes of the manufacturer. In the shoes of the consumer. Explore its world. Feel it. Only then can I start designing it.

DL: What is your life motto as a designer?

AS : Seize the day

DL: Do you think design sets the trends or trends set the designs?

AS : Sometimes design sets the trends, at other times the opposite happens. It's a dual relationship with a double dynamic.

DL: What is the role of technology when you design?

AS : We use it and we love what it can do for us. But it's not our inspiration merely our tool.

DL: What kind of design software and equipment do you use in your work?

AS : Adobe creative suite, Photoshop, Illustrator,In Design, XD, After Effects. Equipment: Apple iMac

DL: What is the role of the color, materials and ambient in design?

AS : Colour is feeling. Colour can evoke different reactions and it also creates categories in products. Materials influence functionality, image of quality and placement of products.

DL: What do you wish people to ask about your design?

AS : Rather than asking, we want our design to evoke glimpses of memories in people. We want it to trigger the process of thought and interaction. We want our design to become a part of people.

DL: When you see a new great design or product what comes into your mind?

AS : How wonderful the idea is. How brilliant its application.

DL: Who is your ideal design partner? Do you believe in co-design?

AS : Teamwork - teamwork - teamwork

DL: Which people you interacted had the most influence on your design?

AS : Giannis Xenakis

DL: Which books you read had the most effect on your design?

AS : It is every book on every single moment on any given time.

DL: How did you develop your skills as a master designer?

AS : Work, inspiration work, fail and try again.

DL: Irrelative of time and space, who you would want to meet, talk and discuss with?

AS : Socrates, Epicurus

DL: What is your favorite color, place, food, season, thing and brand?

AS : Yellow, Crete, mousakas, spring, a painting, Supreme.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

AS : A letter that received from a company, letting me know that our work was exceptional but we cannot work together because our passion and creativity cannot be controlled!!

DL: What makes your day great as a designer, how do you motivate yourself?

AS : The smile I exchange with my partner before leaving the house, the good morning exchanges at the coffee place as I grab my coffee, the happy morning chatter in the office, the dedication on the work itself and closing the day with a little chat with my son.

DL: When you were a little child, was it obvious that you would become a great designer?

AS : I had no clue then.

DL: What do you think about future; what do you see will happen in thousand years from now?

AS : I cannot predict the future, but I'm an optimist. And in a thousand years I hope my soul rests in a world that has the image of a thousand valleys full of colourful wild flowers.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

AS : See it, feel it.