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 : My country

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

AS : My country

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 the founder of a good strategy. Marketing is a fluent knowledge of every segment and market. All of the above contribute to the almost prefect design, because perfection is rarely achieved.

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 : Karamella’s corporate brochure where in a very big size 6 Greek rooted, universal words where illustrated: Philosophy, Monogamy, Euphoria, Metamorphosis, Polyphony, Harmony. This depicted the relationship of the designer with his work.

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

AS : Analyzing the needs, grasp them and then implement them. Symmetry and harmony with the brief.

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

AS : I’d cook.

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

AS : Everything. 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 her/his personality. This the magic when we exhibit our work.

DL: What’s your next design project, what should we expect from you in future?

AS : Can’t tell, it’s confidential.

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

AS : To keep inspiring my co-workers.

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 : Every project gave me and still gives me great pleasure.

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

AS : The design community as whole should be allied.

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

AS : It all begins with an idea.

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.

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

AS : From the inspiration/concept

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 : It’s a mix.

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

AS : It’s our direct ally.

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

AS : Adobe.

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

AS : Everything starts with an idea. But to be more specific the colors and materials exist to service our goal.

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

AS : Analyze it.

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

AS : I admire the inspiration.

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: How do you feel about all the awards and recognition you had, is it hard to be famous?

AS : Humble.

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 : Working, socializing with my colleagues and at the end of the day spend time with my beloved son who is my own source of inspiration.

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

AS : No.

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 hope my eyes or soul to gaze the world as a field with thousands of wild colorful flowers.

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

AS : See it, feel it.

LEGENDARY DESIGNER


Ionia Olive oil packaging

Ionia Olive oil packaging by Antonia Skaraki


MELODI - STATHAKIS FAMILY HONEY PACKAGING

MELODI - STATHAKIS FAMILY HONEY PACKAGING by Antonia Skaraki


SARISTI Dry tea packaging

SARISTI Dry tea packaging by Antonia Skaraki

Design Legends Logo

© 2020 Design Legends - All Rights Reserved

Design Legends platform highlights valuable insights from the best designers from across the globe; a great resource for all designers to learn, reflect and think about good design and how good design helps create value for the society.

Design Legends website was created by DesignPRWire and A' Design Award to promote truly great designers, outstanding architects and inspirational artists that contribute to the development and advancement of society with their outstanding works.