66 www.thedesignermagazine.com Q
about the huge number of designers
out there chasing after the same
projects, especially in product design where
Q
there are a massive number of companies
popping up in Asia. But also there is a
creative challenge, because styling and
engineering resolve is just a fraction of the
role now.
Design is inextricably linked to brand
and marketing and so the brave are taking
this step into developing a completely
different set of skills that are consumer-
experience focused.
wHo would you most like to design
sometHing for?
In the first of a new series of back page interrogations,
I’m desperate to do some furniture. I love
what I do with technology clients, but it’s
we put the questions to product designer David Fisher
ultimately transient. Good furniture outlasts
you and if you get it right, you can pass it on.
of SeymourPowell
wHat are tHe advantages and
disadvantages of designing for so
How and wHen did you first become case of just having a sketchbook with me many different companies?
interested in design? all the time, whether it’s on a airplane, train Bandwidth is the advantage; a wide
I learned to draw from my Dad. He showed or in the pub! spectrum of experience that can affect and
me how to draw perspective sketches of infect other categories that you’re working
Spitfires and Phantom jets. He was an wHat Has been tHe biggest cHallenge in. The obvious disadvantage is depth of
engineer and always had answers to any for you tHrougHout your career? knowledge in any particular category. But
questions I had about how things worked. Finding clients who really want to engage actually I take the view that as a consultant
As a kid, before I’d build something like a with the design process and not just ‘buy’ it I’m standing as far back as possible, with the
go-cart or a ramp to jump over on our bikes, in as another box to tick to get a product exact same perspective as a consumer. Then
I’d always draw it first. I actually enjoyed the out. There needs to be a relationship and a you work like a really good camera lens -
planning stage as much as the activity itself. shared goal. you zoom in and out really quickly and focus
So it stems from there. on specific details and in an instant, take the
Architecture was my first interest, then wHat is your favourite city in tHe wider angle.
graphic design. I used to do a lot of sign- world and wHy?
writing when I was still at school for local Tokyo. It’s where I am right now. I’ve been wHat advice would you give to
shops and haulage companies. Then I found coming here for 15 years for projects and young people trying to break into
out about product design when I did an art never ever tire of the place. You have to come tHe industry today?
foundation course after sixth form. here to understand, but basically it’s a very Concentrate on the basics... draw well and
mountainous island so everyone is squeezed think well. That combination is the essence
wHicH designer do you admire tHe mostly around the edges. That means that the of how well you can communicate your
most and wHy? culture is founded on having to get on with ideas. CAD and other computer based stuff
I’m going for Charles and Ray Eames, because your neighbour and so the social protocols is purely for definition, once you have your
owning a few of their chairs I know that they are the most sophisticated in the world. It’s idea formed properly on paper and in your
work. They were designed so thoroughly, all about respect and honour and you are head.
with mock-up after mock-up to get the immediately sucked into that state of mind.
ergonomics and visual essence just right. And there is just a calm order here. It’s a wHat is tHe most important lesson
That’s where classics come from - when monoculture and so everyone knows exactly tHat life so far Has taugHt you?
enough time has gone into getting everything what to do in any situation. Find the time to do things as well as
as good as it can be, no stone left unturned. you can. Otherwise you will always look
How well do you feel your back and regret rushing something or just
wHat music inspires you? education/training prepared you for meeting a deadline without understanding
Anyone who knows me, knows that this is tHe world of work? or appreciating what you were trying to do.
my trigger and passion, I’ve got over three Pretty well actually. I went to Newcastle There is no alternative to quality. designer
thousand CD’s - It’s a rock thing for me, air Poly (now Northumbria
guitar-in-hand anthemic rock! My formative University) and it had a
years were the Grunge era, but I’m also a really good reputation
massive fan of 70’s rock and all the new and still has, not just for
stuff too. Favourite band? Have you heard of the teaching, but mostly
Faith No More? for the quality of the students
who went there. You learned
wHere do you work on your designs/ the most from each other david fisher is design director at
projects? and that was accentuated by design consultancy seymourpowell
I’ve cornered-off a chunk of the studio, summer-term internships with good, often (www.seymourpowell.com) and has been
so that I can work directly with my international companies. Everyone came involved in the creation of a wide range of
team at SeymourPowell. I’m not into back loaded with experience to share. products from ovens to audio speakers and
being partitioned-off in my own office. has worked with clients including nokia,
I’ve also got a studio at home where I wHat are tHe most important bmw, lg and mercury. for the last three
can occasionally escape to with the music cHallenges facing designers today? years, he has also been a member of the
turned up. But more often than not it’s a In business terms, it’s obviously judging panel for the design awards.
Q.indd 66 20/11/08 18:18:15
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