Jon Santacoloma

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Jon Santacoloma ("JS") 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?

JS : After getting my degree in Economics and Business Studies I started working freelance making cartoons, and got a grant to study furniture and product design in the UK.

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

JS : After getting my degree in Economics and Business Studies I started working freelance making cartoons, and got a grant to study furniture and product design in the UK.

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

JS : After getting my degree in Economics and Business Studies I started working freelance making cartoons, and got a grant to study furniture and product design in the UK.

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

JS : I design products and services for others, myself, manufacturers as well as institutions. So undertaking projects becomes basic and essential, in that you have to make and deliver what you’ve designed.

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

JS : Work hard, be steadfast, have or find people who believe and support you, allow you to make mistakes in order to learn. I’ve been lucky.

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

JS : I believe there are fashion professionals and those who solve problems. Taking the economic model we live in, you see the former more than the latter, although they’re the ones who stay. It’s a more long-term vision.

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

JS : Simplicity and timelessness. Nothing which can’t be explained by itself.

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

JS : A good design would be a good investment, useful while you have it and may well increase in value over time.

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

JS : I feel that more than designing for someone what’s really interesting, or rather would be, is to teach them to design so you can design together.

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

JS : A flagship project for my city, which already has shape, function and location; however, I need support. A unique sustainable design centre.

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

JS : Work hard and never give up.

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

JS : Maybe the group of design pioneers who started out on the adventure of this profession without realising it. Even though design has existed since the beginning of mankind, since the first problem arose and he/she stopped to think how it could be solved.

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

JS : There are countless products and services worldwide which I think are admirable.

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

JS : I can’t be objective so I couldn’t give an answer. I like and dislike them all. I’ve thought of them, mind you, I’ve also seen the changes, concessions and shortages during the process; and that being the case I’d improve them all. Design is like life, constantly changing and evolving.

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

JS : Being alert and open to the environment. NOT overlooking inputs (positive or negative). Learning and undertaking projects.

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

JS : I only know what I am and what I have yet to learn (which is a lot), so the other scenario wouldn’t be valid.

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

JS : For me design is thinking/reflecting and giving valid answers at a specific time to a specific problem with specific determined means.

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

JS : Everyone who’s supported me, given me opportunities and above all those who’ve let me make mistakes to learn and even then have continued supporting me.

DL: What helped you to become a great designer?

JS : Study, constancy and upholding a series of values at work, in proposals and designs.

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

JS : I think I’ve still got a way to go to reach that status. And in design, I’m not sure whether that level is ever achieved.

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

JS : With great passion, confidence and being aware it’s impossible to know everything about everything, and so with a little uncertainty.

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

JS : I’m hoping for new projects, products and services which help make this world a little better for everyone.

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

JS : To continue working as a designer.

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

JS : They can expect an ordinary person with an ordinary person’s worries.

DL: How does design help create a better society?

JS : I suppose helping everyone to have the same opportunities.

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

JS : I’m interested in the part of Design As A Service. In this field I believe the company which started from one product and is now 100% digital www.triporg.org can have a lot to say in this globalised world which delves deeper into differences.

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

JS : Maybe those whose starting point was total ignorance of the area we were stepping into, transport, automotive, energy, lighting, Smart cities, and so on.

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

JS : I think ideally the creation in the end of a sector as such which placed value on design work.

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

JS : Well, if a sector isn’t created then I think we’re headed for a loss of value, where young professionals work for a pittance, and who after seeing there’s no future abandon the activity without leaving anything behind.

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

JS : It depends on the project. Throughout almost two decades of work and over 300 different projects, we have all sorts: hours, days, weeks, months; and even years.

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

JS : At the beginning, to understand what exactly is being asked, who it’s for, and what’s expected to be obtained.

DL: What is your life motto as a designer?

JS : Since living kills us little by little, the best thing is to enjoy what you do and do things with enjoyment.

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

JS : I think consumer society is rather perverse with a great tendency to rehearse and not go outside the growth model via consumption.

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

JS : It helps reduce times and go faster. But it’s just that a tool to help (very important); however, you must reflect first and know how to use it.

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

JS : Different ones according to the design phase. Corel Painter, Autocardsolid Works, Rhino, Office, Corel Draw, Photoshop, etc., etc.

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

JS : They help make a product more appropriate or attractive at a given time. They might be based on trends, whereas a good design goes beyond that.

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

JS : The stories behind them, why they were made and how they were solved; and what do they offer as whole.

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

JS : That the solution was standing in front of me and obvious although nobody had yet made it.

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

JS : I think it’s very definitely complex; mind you my team is excellent.

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

JS : Above all those familiar with the design process, who had experienced it and therefore were good interlocutors.

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

JS : Everything, science, novels, technology, comics, and so on. I think everything affects you from the viewpoint we’re not isolated beings, but rather social ones. Although with technology I’m not sure the process won’t be inverted.

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

JS : Working on many different projects.

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

JS : Well, I’d love to be able to talk and find out where I’m going. Who our ancestors were, our parents’ parents and grandparents, and so on, to find out why I am the way I am and maybe try to find out where I’ll be in the future and apply it to work.

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

JS : Despite having other recognitions, all prophets are without honour in their own land, so it has little influence on the day to day. Except for fashion, design is the great unknown.

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

JS : I love blue, the sea, that feeling of freedom and calm you experience next to it, albeit winter, summer, and autumn or spring.

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

JS : When I was young and with much less experience it was overwhelming to come across companies who saw the designer as their saviour; and yet later he/she was to blame if things didn’t turn out as expected. The shadows and lights of this profession, which even now continues to surprise me.

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

JS : Having to face challenges every day, which you have to overcome and provide answers for countless problems. Every day is a challenge.

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

JS : I don’t think so. The only thing I can tell you is that I spent hours and hours imagining and building: cars, industrial buildings, cities, cable cars, etc. Lego played in my favour.

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

JS : I’m confident that we as a society will do better, that we’ll go a little slower while reflecting on each movement and change more carefully.

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

JS : Design is not an occupation apt for the general public, which is something anybody aiming to shackle themselves to this tough yet fantastic profession must have perfectly clear in their minds.