In Profile: Alexandr of The Sofa and Chair Company

The Sofa and Chair Company have been shortlisted for the design et al International Product Design Awards 2014

Name: AlexandrLloyd Beige 2
Company: The Sofa and Chair
Position within company: Furniture designer
Website: www.thesofaandchair.co.uk

Tell us a little about your background in design
I was working in the construction and interior design industry in Russia and Latvia for a while following my construction engineering course at university. After a few years I developed a preference for working with furniture; one of the more dynamic fields in terms of visible results and feedback.
I was lucky enough to work for Tim Gosling for a year on truly bespoke furniture projects before joining The Sofa and Chair Co in 2010. Both have been inspirational for me as a furniture designer and I have learned a great deal throughout my time with them.

How would you describe your personal interior design style?
I would say it is very practical and minimalistic at this moment.

Where does your design inspiration come from?
I draw my inspiration from literally hundreds of inspiring products and details in the everyday world around us.

In what direction do you feel that design is moving towards in a general sense?
Everything is going digital nowadays, in pretty much every field.  While I believe this can depreciate the value of many things, at the same time it increases the value of a more traditional, handcrafted approach to design and production.

Name five key themes to consider when approaching design in 2014 and beyond.
Quality, durability, form, function and comfort.

If you could offer one piece of advice when it comes to product design, what would it be?
Always think about your customers.

How important are The International Product Design Awards as recognition of talent and achievement?
Very important and becoming more widely recognised as a mark of achievement each year.

What projects are you currently working on?
I am currently working on the 2014 autumn/winter collection.

What are your aims and goals for the next twelve months?
To start working with more materials and techniques, discovering new ways to add more details and finishes to our furniture.

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