LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Victoria Ax ("VA") 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?

VA : I finished HSE art and design school in Moscow, Russia as Designer, Bachelor.

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

VA : It's great feeling, when your work real this world, when it's get real and you can touch it.

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

VA : From childhood I wished to be a game-designer, but could not find proper place to learn it. The most closed to my wish was trying myself in design and not regret now.

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

VA : I found myself in packaging design and I live now only by great opportunety to creat something new.

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

VA : More strange packages for any kind of things.

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

VA : It's being weird.

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

VA : I like Moooi design, it is dutch company of modern furniture design. For me it is an example of a beautiful and stylish design.

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

VA : Once I've made exhibition dedicated to the difference between man and woman, I've openned my mind and soul creating this.

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

VA : I would develop myself in creating computer games.

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

VA : My university curator.

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

VA : Tring to find good place where to learn design itself and if this profession will be in demand.

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

VA : It can takes several months, but usually 2-3.

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

VA : I create moodboard.

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

VA : Design sets the trends.

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

VA : Technology take the first place, i create all by computer.

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

VA : Adobe package.

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

VA : I only wished to be a game-designer, I did not consider. other kind of design.

LEGENDARY DESIGNER

GRADUATED AS DESIGNER IN MOSCOW, RUSSIA. FOUND OUT THAT INTERESTING PART OF STUDY WAS CREATING PACKAGES. IF SOME CRAZY BRIGHT IDEAS COME TO MIND DURING THINKING ABOUT NEW PACKAGE TO CREATE – THEN THIS PACKAGE CAN BE A MIRACLE AND WORK AS SOMETHING NEW IN SHOP MARKET. BELIEVE, THAT NONSTANDARD PACKAGES ARE GREAT TOOL TO INCREASE DEMAND FOR GOODS. WHEN DEVELOPING PACKAGING, IT IS MOST IMPORTANT TO BE UNPREDICTABLE. SINCE THERE ARE MANY STEREOTYPICAL SOLUTIONS ON THE MARKET, SOMETHING ELSE SHOULD BE SOUGHT. THE BASIS MAY BE THE INNOVATION OF THE PRODUCT ITSELF OR THE NOVELTY IN BRAND POSITIONING, ONE SHOULD MOVE AWAY FROM THE TEMPLATES.


Tongue-Bongue Candy Package

Tongue-Bongue Candy Package by Victoria Ax

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