Vladimir Vashnev

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Vladimir Vashnev ("VV") 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?

VV : I have a graphic design and advertising background. I also spent a few years mastering traditional woodworking techniques and building furniture. With love for communication and object design I transitioned rather smoothly to designing and building complete interiors.

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

VV : I always created things with my own hands. After 10 years in graphic design I decided to go back to designing and building objects that are tangible and useful for community.

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

VV : I have always been attracted to creating things so design was a natural choice.

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

VV : I design custom furniture and interiors. In future I plan to do more public space projects.

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

VV : Try to be an essentialist in design. If any part of your design does not add value to the whole or your design as a whole does not greatly benefit its users, than scrap either that part or your complete design.

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

VV : Knowledge of a wider context of her work.

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

VV : A good design ages gracefully and appreciates in value.

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

VV : Good design makes a lot of business sense. With time its value compounds thus both the client and end users win.

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

VV : Spaces and experiences for the underprivileged people.

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

VV : Build a new kind of inclusive communal space

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

VV : I have a variety of interests in life, other than design

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

VV : Melnikov, Malevitch, Lissizky, Rodchenko

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

VV : Worker club concept by Rodchenko.

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

VV : Pokrovka 6 Hotel. The design's intention is to make guests happy and inspired.

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

VV : I read and think a lot about wider context of design. Architecture, art, urbanism, business, real estate development, psychology, physiology, engineering, communication are just a few disciplines a designer needs to be well aware of.

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

VV : Painter and sculptor

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

VV : Making life better for many people

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

VV : My partner and wife Dasha

DL: What helped you to become a great designer?

VV : Endless craving for knowledge and empathy

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

VV : I had to reeducate myself and start my career from scratch a few times

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

VV : Explain your thinking and how exactly your idea benefits the client

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

VV : We are launching a side project — small batch production of unknown Soviet designs

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

VV : Make projects that are beneficial for community at multiple levels

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

VV : More solid work

DL: How does design help create a better society?

VV : It acts as a social glue

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

VV : Pokrovka 6 Hotel. The project turned out better than it looked at design stage thanks to the freedom we had at every stage from concept to construction.

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

VV : I hope for legislation that discourages production and consumption of wasteful low-quality products and services.

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

VV : Design will help to eliminate unnecessary poverty and suffering

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

VV : We do projects of different scales. So from a few minutes to years.

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

VV : I research every aspect of the project.

DL: What is your life motto as a designer?

VV : Function before form

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

VV : It's a technical tool. At the moment technology is of little help with vision and creativity.

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

VV : Nothing fancy. Cinema 4d + VRay to test my ideas.

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

VV : Materials have structural and tactile properties as well as semantics. We usually choose material palette first and only proceed to design details afterwards. Colour communicates meaning and is culturally specific. We spend a lot of time with colour and know exactly what we try to communicate and reference.

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

VV : Why is it so cosy?

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

VV : The people behind the design have a strong philosophy that makes their product work and also grit to sell it to the employer or client

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

VV : My wife Dasha. Design may benefit strongly from teamwork.

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

VV : My creative director

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

VV : Books on psychology

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

VV : Building prototypes from various materials with my own hands helped a lot. Also collecting feedback after project completion is a very useful and data-driven approach.

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

VV : Kazimir Malevitch

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

VV : They may help me scale my opportunities and thus better benefit the society.

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

VV : Multiple colours, seashore, Indian food, summer/winter, snowboard, don't like brands in general

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

VV : A client I built a custom table for, kept secret about the designer, so that no one can order a copy of that table.

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

VV : When I do not feel like working I don't. Next day I feel more energetic and refreshed. This way I avoid burn-out.

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

VV : It was obvious that a was a visual kind of person.

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

VV : I live in a country where I do not know what will happen tomorrow.

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

VV : Practice MB CBT.