Interview with Yue Zhuo

Yue Zhuo ("YZ") interviewed on Sunday, 22 October.

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

YZ : As a designer, I've immersed myself in the industry for 9 years, shaping my creative journey. With a foundation in School of the Art Institute of Chicago and Rhode Island School of Design, I've had the privilege of collaborating with prominent companies such as Starbucks and the LEGO Group, which significantly influenced my design ethos. Working with diverse clients, I've honed my skills in creating furniture and objects that embody my utopian fantasy, inviting users into an interactive narrative.

How did you become a designer?

YZ : Design chose me as much as I chose it. Motivated by a deep-seated passion for expressing utopian narratives, my journey began with a dedication to transforming inspiration from nature and daily life into creature-istic, anthropomorphic, and interactive designs. This commitment to whimsical storytelling has been the driving force behind my education, work experiences, and the decision to craft my own game, Utopian Fantasy.

What are your priorities, technique and style when designing?

YZ : I prioritize narrative-driven design, infusing every project with a sense of joy and interactivity. Nature and the internet serve as my muses, while a hands-on approach to creating prototypes ensures a tactile connection. My central theme revolves around sparking curiosity and delight in users, achieved through a blend of digital tools and tangible craftsmanship.

Which emotions do you feel when designing?

YZ : Design, for me, is an emotional journey. The excitement lies in the initial ideation, the joy of the creative process, and the fulfillment of seeing the final product. Each piece carries a piece of my happiness, inviting users to share in the delight. The emotional connection to my work is what fuels my commitment to creating joyful designs.

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

YZ : Beyond design skills, adaptability, curiosity, and resilience have played pivotal roles in my success. These traits, cultivated through diverse experiences, contribute to my ability to infuse humor, surprise, and joy into my creations. Influences from mentors and a blend of design and non-design elements have shaped my unique approach to storytelling through design.

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

YZ : My growth path involves continually pushing the boundaries of narrative design. I aspire to be remembered as a storyteller, with dreams of embarking on larger-than-life projects. Future plans include expanding into digital crafting skills, bringing utopian narratives to new mediums, and fostering collaboration with like-minded creators.

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

YZ : Embrace challenges as opportunities for growth. Learn from setbacks, and stay true to your narrative. Seek diverse experiences, and don't underestimate the power of collaboration. Surround yourself with mentors who inspire and challenge you. Most importantly, find joy in the process—let it fuel your creativity.

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

YZ : Success lies in authenticity. Stay true to your narrative, be open to critique, and consistently challenge yourself. Embrace failures as stepping stones and focus on creating designs that resonate with your unique voice. Success is not just about the destination but the journey of continuous improvement.

What is your day to day look like?

YZ : My days begin with immersive exploration—reading design news, seeking inspiration, and envisioning new possibilities. Balancing creativity with business, I find joy in every step, whether it's sketching ideas or engaging in the meticulous process of bringing designs to life.

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

YZ : While staying informed about design trends, my focus is on maintaining a distinct, timeless style. Inspiration comes from diverse sources, and I believe in creating designs that reflect a personal narrative rather than fleeting trends.

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

YZ : Good design, for me, evokes joy, surprise, and curiosity. It seamlessly integrates functionality with a compelling narrative. The ability to captivate and emotionally connect with users defines the success of a design. Common mistakes involve neglecting the emotional aspect and losing sight of the user's experience.

How do you decide if your design is ready?

YZ : A design is ready when it harmonizes all elements, resonates with the intended narrative, and elicits the desired emotions. While a design can always evolve, recognizing the point of completion involves a balance between perfectionism and practicality. Success is achieved when the design fulfills its intended purpose.

What is your biggest design work?

YZ : My most significant work is SEAt Urchin Rocking Chair, a culmination of passion, inspiration, and meticulous craftsmanship. This project stands out due to its ability to immerse users in a utopian narrative, seamlessly blending nature, interactivity, and surprise. Challenges enriched the process, making the final outcome immensely satisfying.

Who is your favourite designer?

YZ : If I could converse with a departed designer, it would be the well-known designer: Jordan Mozer, whose impact on design transcends time. I admire designers who blend innovation with storytelling, leaving an indelible mark on our understanding of good design.

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

YZ : Drawing inspiration from diverse cultures and cities, my work is a reflection of global influences. Music is an integral part of my creative process, enriching my design journey. I believe that good design is essential for societal advancement, leading to positive changes in my lifestyle and mindset.

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

YZ : Collaboration is at the heart of my work culture. Whether working alone or with partners, transparency, creativity, and mutual respect are non-negotiable. When selecting collaborators or team members, I value a shared passion for storytelling and a commitment to creating joyful, immersive experiences.

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

YZ : Giving back is integral to my design philosophy. I engage in pro bono work, supporting projects that align with my belief in the transformative power of design. Encouraging young designers, fostering community involvement, and participating in design events are essential elements of my philanthropic contributions.

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

YZ : Participating in the A’ Design Award has been transformative. It provided invaluable recognition, expanded my network, and opened doors to exciting collaborations. The platform celebrates creativity, offering a unique space for designers to showcase their narratives. Being the Designer of the Day is an honor, reaffirming the impact of narrative-driven design.

Yue Zhuo Profile