Interview with PH Alpha Design Limited

PH Alpha Design Limited ("PADL") interviewed on Friday, 6 April.

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

PADL : I have a doctoral degree of Architecture at The University of Hong Kong, Hong Kong and receive by bachelor degree at Tianjin University.I have more than 20 years of architecture experience. During all these years, my company and team has established a very good relationship with those renowned developer clients.My experience is mainly based on the commercial based where I’ve worked with Benoy and Aedas.After Aedas, I decide to set up my own office 6 years ago.

How did you become a designer?

PADL : Since I was a youngster, I always love all kind of arts. I was motivated by amazing architecture building and surrounding when I was working in Beijing. I’ve enrolled in one of the four best national architecture university in China. Those schools are very difficult to enrol especially in the 90s. I always like to create a masterpiece that could last more than 10 years that also improves the city landscape.

What are your priorities, technique and style when designing?

PADL : The top three aspects are:-Aesthetics- Functional and economical-Push to boundary for buildability For most of the initial drawing, I prefer handsketch. I ‘ve used that method for over 20 years while I’m also keeping up with the latest computer software. Building physical models is our standard procedures, for the final product we will use computer aided product for fine tune and finishing

Which emotions do you feel when designing?

PADL : All stages matter to me. Concept and schematic let me explore my creativity. Design development stage allows me to put together pieces to create a real product. I like most of my work day, it gives me satisfaction and inspirations, motivates me to improve my creativity. Everyday is a fresh day, and it never get old.

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

PADL : I was born in the stage of China Culture Revolution, after this war, there are lack of building or beautiful city landscape. Since I was a kid I have a strong desire of beauty, love all kind of visual stuff and love drawing.My initial dream it to become an artist, by the year of 80s, I’m very into idealism and heroic idea during that time. By that time, western idea crushes into China, I’m admire the idea of “East Meets West”. It shapes my idea of how to create aesthetic for architecture.

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

PADL : Being an architect, I can combine beauty + technical ideas to my architecture buildings. So I choose to become an architect instead of artists in the mid 80s.My future dream of design building a museum inside a retail mall. In nowadays, especially china, they are lack of aesthetic building and ideas. For me if beauty can merge with lifestyle and create it for the public, that will be excellent!

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

PADL : - Think carefully what they really want to achieve as an architect-Question when needed-Don’t hesitate to express and voice out -See and observe more-Hunger for knowledge-Prepare for solutions-100% devotion

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

PADL : -Treat working as a learning process should be the daily motto for all the designersThe downfall of current designers are they are -too dependent-lack of analytical skills-too short term thinking-young people are generally not responsible, in fact, they should be responsible to all positions.

What is your day to day look like?

PADL : I start my day with a Chinese traditional breakfast, and then check with my daily project then start designing. Will do a series of sketches then expand ideas on the favourite one.For a boring business day in the studio, I’ll play my favourite music as entertainment. In my studio, I’ve a pool table for my team to provide them a relaxed environment.

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

PADL : I’m hand-drawing on my projects and put realistic objects which can draw by the computer software such as grasshopper. The grasshopper can stretch the design limit. I still stick for the basic style, because hand sketch can do more of what I what/wish.

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

PADL : Good designs should be:-Practical-Innovative-Aesthetically attractive-Best suit for end user, responsive to functionCommon Mistakes to avoid are:-when designing, designer have to avoid too impulsive idea, have to think thoroughly on all design whether they are manageable and buildable.-Avoid “no-brainer”

How do you decide if your design is ready?

PADL : -Always have room for improvement, but will consider for practical reason, what can be changed/-Modify the project instead of sacrifice the owners/clients interests.-Be a responsible architect not a pure artists-Put wholeheartly to all project no matter it’s successful or not, at least have to satisfy my own standard, be confident all the time.

What is your biggest design work?

PADL : Starlight Place in Chongqing, China, the media announced it as the “Best Mall in Chongqing”. The challenge is there’s not surrounding retails to bring up the whole ‘Shopping Experience’ atmosphere. Beside there’s 40m height difference, need smart strategy to solve.

Who is your favourite designer?

PADL : -Tom Dixon for industrial design idea-David Adjaye -Shigern DanIf I get a chance to the deceased architect, I’ll ask him to drink and eat with me. We will discuss each other’s’ hobby except work.

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

PADL : My most inspiriting city is Hong Kong, it is a multi-cultural city in which perfectly match with my “East Meets West” personality. Most of my current jobs are retail malls with mix-use purposes. I love to design the retail mall, because it is a necessity to each city or even every part of the world. Especially china people’s shopping behaviour is changed, they are big spender now. I want to create something that can provide a good shopping experience for the public and encourage them spending within the country and lead to prosperity.

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

PADL : My work culture is, I hand on my project to my teams, inspire and motivate them as a mentor. My business philosophy is always be honest to yourself and toward the client. Tell them we can serve them as a client, but on the other hand explain your idea of aesthetic of the architecture.

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

PADL : We have regular donation to Hong Kong Institute of Architects, to fund them mentor the junior architect and help them out on publicity.We are actively particulate as a jury or guest critics to the young architects in the related industry events.

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

PADL : -Increase publicity of my design-Learn from other designers’ work from around the world-Design Award and competition helps the world to recognize of our hard work, to be recognised by the industry in a proud moment-Raise motivation and be able to communicate to the world through designs

PH Alpha Design Limited Profile