Ignas Survila

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Ignas Survila ("IS") 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?

IS : I have an MBA and a Bachelor’s in Industrial design from the Vilnius Academy of Arts. The full list of education is bellow: 2019 Harvard Business School Sustainable Business Strategy 2014- 2016 Master’s Degree at Vilnius Academy of Arts Industrial Design & Product Design 2013- 2014 The exchange at the University of Lapland Industrial Design & Product Design 2010- 2014 Bachelor’s Degree at Vilnius Academy of Arts Industrial Design & Product Design

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

IS : The old-school approach to mobility requires innovation. Urban pollution, traffic jams, and climate change are a few of the many problems to solve. These problems resonate deeply with me, and I am already doing my best to tackle it. But it's not enough. I am keen to learn more and have even more power to make an impact.

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

IS : I have never been forced to become the designer.

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

IS : I like to create designs that matter. That has a contentful meaning and is sustainable.

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

IS : Sustainability is the most crucial aspect of design. I genuinely believe that the term "good design" should be changed to "design good". Designers must think not only about the exterior of the item or system. We all should focus on the origin of the materials, ecology, and sustainable supply chain. It is the societal task of a designer to create the future and neither to beautify the presence nor to manipulate consumers.

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

IS : Being multi-functional, flexible and deep distinguishes the good designer from a great one. Nowadays, the design is not only about the materials you chose, shape, or function you create. On the contrary, it is a super complicated process which involves designer to become a part of marketing, physics, engineering, business, political or social movement, sustainability, advertising, etc.

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

IS : I think that the question shouldn't be about "good design". I believe that the question should be asked: "how to design in good"? How to build the process, which would be sustainable from A to Z. How to make a supply chain that truly works and how to use materials that are not polluting our planet. These are the questions that should be highlighted.

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

IS : The design should be a part of the solution, not of the problem. I think that when a designer can achieve making the solution reality, then it is a fantastic accomplishment for everyone.

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

IS : The term "success" is wrong, I guess. For some people, it could be seen as an enormous success, while for others, it could be just a normal process. Therefore, I am always trying to avoid such exaggerations. In design, I try to reject as many unnecessary details and leave the essence of the product. It's probably the hardest part, but I believe that consumers like the simplicity.

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

IS : Dieter Rams, Jony Ive, James Dyson.

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

IS : I love reading books. I usually read different types of books, which inspires me a lot. I think that books can inspire people and help to open new opportunities. My most Favorite Books in 2019: ‘The Shallows What the Internet Is Doing to Our Brains’ by Nicolas Carr. ‘Walk Through Walls: A Memoir’ by Marina Abramovic. Trilogy by Yuval Noah Harari (Sapiens, Deus, 21 lessons) ‘Factfulness’ by Hans Rosling. ‘Zero to One’ by Peter Thiel. ‘Fear: Trump in the White House’ by Bob Woodward. ‘Start with Why’ by Simon Sinek. ‘Shoe Dog’ by Phil Knight.