Interview with Alex Hell

Alex Hell ("AH") interviewed on Tuesday, 27 May.

Could you please tell us about your experience as a designer, artist, architect or creator?

AH : I’ve been working in design and material innovation for over a decade, particularly at the intersection of sustainability, hospitality, and product performance. As co-founder of Studioneves, I’ve collaborated with award-winning chefs, hotels like Celller de Can Roca, Mirazur, Etxebarri, Six Senses and Aethos, and led the development of Bioplates — a tableware solution used by leading eco-luxury properties across Europe.

How did you become a designer?

AH : I became a designer out of necessity — by trying to solve real problems. I didn’t start with a degree, but with an urge to do things better. The journey began by creating ceramic pieces for restaurants that needed aesthetics with purpose. Over time, I became a designer by learning through doing, testing, listening, and improving.

What are your priorities, technique and style when designing?

AH : My three main priorities are: purpose, material intelligence, and emotional durability. Every project starts with a question: what problem are we solving? We combine digital tools (Rhino, Adobe Suite) with traditional techniques — including mold prototyping, hand-finishing, and industrial performance tests.

Which emotions do you feel when designing?

AH : There’s a mix of tension and excitement — like you’re on the verge of discovering something that didn’t exist yet. I love the first sketches and the last refinements. When a product starts to “speak” on its own, that’s the moment of joy.

What particular aspects of your background shaped you as a designer?

AH : My background in storytelling, entrepreneurship, and systems thinking shaped my design approach. I value clarity, endurance, and impact. I also learned a lot from chefs — their precision, their focus on experience — it shaped the way I think about usability.

What is your growth path? What are your future plans? What is your dream design project?

AH : Our goal is to expand Bioplates globally and develop new regenerative objects for the hospitality sector. My dream is to design an entire ecosystem of circular serviceware — a collection that goes from food plating to zero-waste logistics.

What are your advices to designers who are at the beginning of their career?

AH : Don’t chase recognition. Chase relevance. Learn how to listen, how to critique yourself, and how to refine. The best advice I received? "Design with your ears first."

You are truly successful as a designer, what do you suggest to fellow designers, artists and architects?

AH : Success is not about visibility — it's about clarity. Focus on making fewer, better things. Avoid imitation, ignore trends, and stay close to the real users.

What is your day to day look like?

AH : I start early with some time in nature, then go to the studio. Mornings are hands-on — material tests, quality control, physical mock-ups. Afternoons are for communication, planning, or deeper creative work. A good day ends with something real in my hands.

How do you keep up with latest design trends? To what extent do design trends matter?

AH : We’re aware of trends, but we don’t follow them. Our focus is longevity and low environmental impact. Inspiration comes more from observation, nature, and use — not fashion.

How do you know if a product or project is well designed? How do you define good design?

AH : If it solves a problem elegantly, withstands time, and people build an emotional relationship with it — it’s good design. Aesthetics matter, but so does resilience and purpose.

How do you decide if your design is ready?

AH : When it no longer bothers me. When it communicates without needing explanation. And when users interact with it as if it always existed.

What is your biggest design work?

AH : Bioplates. It’s a culmination of years of learning — a product that’s sustainable, durable, scalable, and aesthetically elegant. It represents our studio’s philosophy in its purest form.

Who is your favourite designer?

AH : Buckminster Fuller — for his visionary thinking, holistic systems approach, and timeless relevance. He showed that design can be a tool for planetary change.Bruno Munari — for his clarity and humanity. And Dieter Rams — for his timeless discipline.

Would you tell us a bit about your lifestyle and culture?

AH : I live in Cascais, Portugal — a coastal town where the Atlantic meets tradition and modernity. The light, the sea, and the rhythm of life here influence my design deeply. Music, food culture, and everyday rituals inspire how we think about beauty and sustainability.I live in the Portuguese countryside, surrounded by nature and silence. It influences everything — from the textures we create to the way we test endurance. Music and natural light are part of my everyday environment.

Would you tell us more about your work culture and business philosophy?

AH : We’re a small, focused team. We work with purpose and kindness. Every decision is filtered through ethics, impact and usability. We’re not fast — we’re intentional.

What are your philanthropic contributions to society as a designer, artist and architect?

AH : We created the Studioneves Sustainability Award to spotlight hotels and restaurants that lead by example. We also mentor young creatives and support local schools in education about design and materials.

What positive experiences you had when you attend the A’ Design Award?

AH : The A’ Design Award gave us valuable feedback, visibility, and credibility. The three biggest benefits: learning to communicate better, connecting with an international audience, and being challenged to present our work at its best. Receiving the Silver Award was a meaningful recognition — it validated not only the product’s innovation but also our design philosophy. was an honor — it felt like a recognition of both our product and our process.

Alex Hell Profile