Joseph Cory

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Joseph Cory ("JC") 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?

JC : I studied architecture at the Technion (Haifa, Israel) where I did my master and PhD as well. Later on, I have become a professor at Shenkar College (Ramat Gan, Israel). I loved architecture and design since the day I was born, but I understood my mission to make our world a better place through the design after I have studied the work of Frederick Kiesler during my PhD studies.

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

JC : I understand that as a designer I have responsibility to make a positive impact in our world.

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

JC : I love to design, if you read backwards my family name in Hebrew you get the meaning - Green, so I became a green designer :)

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

JC : Usually public buildings, schools. I wish to continue and design sustainable project for good clients.

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

JC : I am not a legend. Just a simple architect that doing what is right for a better future. Everyone can and should make sustainable contribution in our world.

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

JC : If you make sustainable design you are good. If not you are no designer in my opinion. Great design is just an extra you can achieve with great clients.

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

JC : Holistic approach, taking into consideration many ecological, social and economical aspects.

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

JC : Good design can last more. Good design involves circular thinking. Good design can change the way we live and redirect it to a more sustainable manner.

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

JC : Sustainable projects for sustainable clients.

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

JC : Each project is a world of its own and a dream come true.

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

JC : Using cutting edge tools that can help me with the challenge of green design and simulations.

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

JC : Frederick Kiesler, Norman Foster, Renzo Piano

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

JC : Environmental sensitivity, integration of technology for the common good

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

JC : I treat them all as equal as long as I make green design - Even if they are one of the greenest projects in the world (such as the Porter School of Environmental Studies or with zero budget and made out of waste (such as ZeroHome).

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

JC : I have an agenda and a moral compass that I use for each project.

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

JC : I have no choice, it is destiny and responsibility in my opinion.

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

JC : It is not a style or a fashion. It is a dance with nature and people, trying to reflect and respond to ecological challenges.

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

JC : My family of course, but also my clients that believe in me and in my abilities.

DL: What helped you to become a great designer?

JC : I prefer green designer and not great designer. It is a long journey. No short cuts. If you want to make a positive impact stay loyal to your agenda even in hard times.

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

JC : The potential clients are not aware about the benefits of green design so you have low demand for this important task.

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

JC : Show the way the design is contributing to our world through energy efficient approach, social impact, life cycle thinking and humanistic philosophy.

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

JC : I am designing now several field schools in Israel, one of them in the dead sea, also an ecological high school. Always looking for the next sustainable challenge.

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

JC : To do only sustainable projects and never to be part of a bad impact on the environment.

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

JC : I am a regular designer. I think people should know that everyone can be part of the sustainable revolution. It is within reach and you do not need to be genius or super talented to make a positive change.

DL: How does design help create a better society?

JC : To design a sustainable project can assist in making the world a better place. It starts with educating the supply chain to produce green materials and technology with minimal environmental impact and minimal pollution. It continuous with efficient and safe way of constructing the building. It gives attention to the way the building will operate and how it will be energy independent. And by the end thinks about what will be the reuse of its components after the building will be demolished. In this life cycle approach we can insure our future society to live in prosper.

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

JC : Field Schools that the future user is not just the visitors but also the local animals in the natural resort.

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

JC : All of them because in all of them I am true to my green agenda.

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

JC : To think in a circular and not linear way. To allow only sustainable products and buildings so that we will have a future.

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

JC : The architecture design will rely on BIM (Building Information Modeling) methodology and the use of Artificial Intelligence more and more.

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

JC : Depends on the complexity of the project. It can be weeks or months and it can involve many options and optimizations rounds until reaching the best result.

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

JC : The clients vision, the program, energy goals, the climate conditions and they way it impacts the design.

DL: What is your life motto as a designer?

JC : Be nice, Do good, Have fun

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

JC : It is not a trend, style or a fashion. It is a dance with nature and people, trying to reflect and respond to ecological challenges.

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

JC : I use BIM (Building Information Modeling) in order to be very efficient. I have been working with this method since 2001 and won several international competitions for the pioneering way of using cutting edge software and improving the design. I am one person with 6 computers so you can say I have an Artificial Intelligence extension :)

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

JC : I use software that is part of the BIM (Building Information Modeling) world. Revit is the main platform but on top of it I use many apps that can simulate and affect the design in order to become more ecological and energy efficient. The green codes are also part of my design process as a guiding source.

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

JC : It is crucial role and it is curved from the climatic conditions surrounding the project and the sustainable principles and green regulations that I am using with each project.

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

JC : I want them to understand that they can make sustainable change as well and learn from my case studies.

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

JC : One by one we can make a change.

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

JC : As I am one person office people tend to think that I work alone, but the design phase involves the client, the consultants, the contractor and the authorities so I am always in interaction with many people. The ideal partner is a good client that trust in you.

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

JC : Teachers from the academy, clients and friends who share the same goals of making our world a better place.

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

JC : mainly books about sustainability and green designs.

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

JC : Hard work, Academic and autodidact studies combined, endless curiosity about technology, design tools and sustainability.

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

JC : Frederick Kiesler. I did my PhD on him and he has a great role on the path that I have chosen as a sustainable architect.

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

JC : The real award for me is to work on a project. All the awards that the project receives later on are important for the sake of spreading the word about sustainability.

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

JC : I enjoy it all without favorites. I guess that if it is ecological I will respect it more.

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

JC : People are always surprised when they are asking how big is my office and I tell them that they are looking at it. They still do not understand that one person with the right agenda, tools and know how can make a big change.

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

JC : To work on a project that can make a difference and influence people to live a better life.

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

JC : I knew I will be an architect. I became a green architect which is more important than just being great...

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

JC : The future is next... It will be great if we will live in a sustainable manner.

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

JC : Be nice, Do good, Have fun