Name: Jonathan Kern

 Company: ShellShock Designs

 Position within company: CEO

 Website: www.shellshockdesigns.com

. What direction do you feel design is moving towards in general terms?

Contemporary living

Leisure based activities

Flexible and multi-purpose spaces

. Name five key themes to consider when approaching design.

Rising expectations of Clients

Health

Energy consciousness

Innovation of new materials

Technology transfer from other industries

. And key trends that we should be aware of?

Natural materials

Textured surfaces

Technology based design

. If you could offer one piece of advice when it comes to design schemes, what would it be?

Make sure you listen to the client to fully understand the brief

. A designer’s work is so diverse – how do you manage to hold down a career and a life?

Although being a designer can be single-minded, it is a way of life. Design influences everything we do. There is often no right answer to a design challenge so we learn from every project and are enriched and inspired by everything around us.

. Final thoughts; tell us a little more about yourself

The car you drive?

Audi S5 Cabriolet – for the rare sunny days in the UK

Your favourite place to travel to in the world?

I love to drive around the continent and visit friends along the way

Your favourite hotel/ restaurant/ bar?

The 12 Apostles, Cape Town, South Africa

The place that gives you the most energy?

Visiting our factory on Poyang Lake in China

And the place that enables you to totally relax?

A little village along the River Thames called Hurley

Your favourite food and drink?

Shellfish and a bottle of chilled dry rose