Joana Santos Barbosa

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Joana Santos Barbosa ("JSB") 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?

JSB : I have a degree in Architecture and began my career by collaborating with Architecture studios. During the first years, I worked in developing both urban, residential and commercial projects but also, special commissions of bespoke furniture. In fact, I loved drawing furniture long before I went to the Faculty of Architecture.

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

JSB : Since very early, I’ve designed pieces of furniture and trees, tons of trees… After some years working exclusively as an Architect, the desire to transform some personal ideas into design pieces was growing and, when I realized, I had a portfolio. To create a personal brand, I needed to find partners and study manufacturing processes to achieve the goal of creating my team. This process took me almost three years and in 2012 I launched InsidherLand, my own brand of author design.

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

JSB : I design pieces of art with functionality for the home interiors. I’m feeling more and more interested in developing art editions and small decorative items too.

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

JSB : No matter what, each individual is unique and should firstly look inside to find their own creativity and strategy, rather than falling into comparison with who and what is already being successful in the market.

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

JSB : A good design obviously responds to form and function. However, a great design is like a great music that effortlessly remains in our thoughts. So, a great designer is someone that has created really great “songs” throughout time. Easy to remember because is unforgettable.

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

JSB : Good design makes life easier. What’s around us; places, people, objects, sounds and smells affect our brains on a daily basis so we might as well be surrounded by what influences us in a positive way. Design is everywhere around us, so, we should invest in quality over quantity.

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

JSB : I would love to design a perfume bottle for effortlessly chic women.

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

JSB : I believe in what I see with my mind, I work hard and I'm really perseverant.

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

JSB : It’s not easy to choose but, a few years ago, I came across the 'Endless Ribbon’ console by Mattia Bonetti and it still remains as one of my all-time favorite designs.

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

JSB : The Looshaus wall lamp is my masterpiece. It is a minimal piece, completely based on the modernist principles we find in the Looshaus building by the Architect Adolf Loos. This wall lamp is made out of a single block of Carrara marble and the “negative” of the piece itself is what creates a gallery with crossed light. It is perfectly proportioned and the interior, in which all electrical features are hidden, is as wonderfully produced as the design itself.

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

JSB : Practice and learn from mistakes.

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

JSB : I would have remained working as an Architect.

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

JSB : In a broad sense, design goes further that the objective problem-solving. We operate with design, making it part of our human experience as we are full time surrounded by it. We find design in the cover of a book, when navigating through a website, when putting our fingers in a keyboard, when siting on a chair and so on... Design is used for communicating and interacting. If good design is an idea that fully works towards a goal, it also acts subconsciously in our perceptions and interactions with others. When mastering design, one can create objects, images or signs that are innovative and overcome problems but mostly, elevate human experiences to a higher level.

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

JSB : My family has always been mt great support. Specially my father, who left his profession to work full time in my company and stay by my side.

DL: What helped you to become a great designer?

JSB : I’m working on that!

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

JSB : The beginning of my career was focused in being an Architect and design came later. Creating a company from scratch, developing a team to produce exceptional design pieces and sell them all over the world has been accomplished with so many challenges that is not possible to highlight a few. Having a clear vision of what I want to accomplish has made me walk through all the obstacles.

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

JSB : In the future, I’m willing to develop other type of works in design that will be strategically created to complement my journey in design.

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

JSB : For me, creativity, design and high quality are the foundations towards creating exceptional creations. On the other hand, the background of my creations are universal themes that connect to people’s feelings. My goal is to create meaningful Art pieces with function that touch people’s hearts.

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

JSB : At this moment I’m almost releasing four bar stools in my collections, which is something I had never designed before.

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

JSB : It can take 6 months or 6 years. I only release a new design when I feel it is completely balanced.

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

JSB : Concept, always the concept!

DL: What is your life motto as a designer?

JSB : Work hard and always have fun, otherwise, ideas just don't flow.

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

JSB : Great designs set trends and trends set all other designs.

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

JSB : My creative process is anchored in the raw materials, as well as in the ancient knowledge and techniques used in my country. Technology is part of the process. However, I enjoy using traditional techniques and apply them to new contemporary ideas.

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

JSB : Mostly 2D, mockups and full-scale models.

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

JSB : Oh, I feel a good jealousy and think… I wish I was the one having that idea… and then, I just get really glad that someone had it so we can all see it! New good ideas are fuel for the future.

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

JSB : I’ve been a loner in design as I design all of my creations by myself. My team at the studio isn’t involved in the design process. My creations come from my own experiences and are very personal so, this working scheme really works for me. However, I also believe in co-design. There are some really amazing products that were born out of successful partnerships.

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

JSB : Architecture books, mainly.

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

JSB : Ideally, I would love to have a conservation with the composer Frederic Chopin. I would have many questions to ask to Michael Jackson, the greatest entertainer of all time, who has been a major influence in my life as well as in my design process. Last but not least, I would definitely be grateful if I could meet the Portuguese Painter Manuel Cargaleiro. He opened my eyes to a new reality when I was just 11 and has changed me forever.

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

JSB : I’m not famous at all. Awards contribute for the recognition of my work and are important flames for all or my team members. They also feel very proud because they know I’m nobody without their daily support.

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

JSB : color: Gold place: Alentejo in the south of Portugal food: Feijoada à Transmontana (Portuguese food) season: Summer brand: InsidherLand

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

JSB : Being alive, doing what I love, having a great team and customers that are always happy with the creations they purchase is all motivation I need.