Interview with Marko Stanojevic

Marko Stanojevic ("MS") interviewed on Sunday, 29 October.

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

MS : I have been working in creative industries for over 20 years. Initially Industrial Designer, branched out into the fields of Branding, Graphic Design/Visual Communication, Product-Service System Design, supported over time with three Master of Design/Arts degrees in corresponding fields. Experiencing different projects caused a spill-over of skills, knowledge and thinking methods from one discipline into another, resulted in having a wider perspective and a holistic approach.

How did you become a designer?

MS : I have always expressed myself visually, drawing, sculpting, making or creating something. Becoming a professional designer was a follow-up to what I was doing anyway as a hobby and for fun previously. The transition was pretty seamless for me. Another thing is that growing up, our house was often packed with different kinds of intellectuals, creatives and artists that my parents were friends with. Looking back, I think they collectively influenced my choice.

What are your priorities, technique and style when designing?

MS : Actually, Zero Bureau studio and design philosophy were built on several principles, three of which stand out the most: - Clever is Beautiful - Purity of Thought, or Brutal Focus - Unexpected Discovery These are applied without exception. Everything else is context based, used and applied or not case-by case. More about Zero philosophy is available at zerrobureau.net under Values.

Which emotions do you feel when designing?

MS : I sometimes focus so that I truly loose sense of my surroundings. There is pressure at this stage, of course, a good kind, followed by excitement and relief once the core-value is found and project unlocks and unfolds.

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

MS : Other then usual experiences common to most creatives in their forming, the one thing that unexpectedly had an immense value for me was becoming a design teacher. Some things a designer does practically on auto-pilot mode, I suddenly had to break down and lay out for others so that they can understand and adopt them. This is a very different skill to have then just doing something. Also, very often the questions I would get were not expected and would trigger me to explore further. I got to think more deeply and analytically about what I do then I did before and eventually have a better understanding of it. Teaching others made me learn a lot actually.

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

MS : I prefer working on radical innovation aiming for disruption, there is most room for creativity in those kind of projects. As a trade off, there is also a lot of ambiguity and uncertainty, but that is ok. I believe I thrive when not comfortable. I always hope to be doing projects of a different nature then the ones I did previously. Working with experts from different fields is always a good experience.

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

MS : I have been working in academia as my second job since 2007. I have met so many talented young people that truly inspired me, I hope I did the same for them. The hard reality is that their brilliance will not always receive proper appreciation. On the other hand, they will not always be as brilliant as they think they are, but they might get away with it. All of this should be taken as a learning experience and in the long run it all ends up being fair. Be humble enough to leave yourself the room to grow, but also confident enough to get things done.

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

MS : Learn to read the room, focus on decision maker, if needed make that person identify with your ideas and feel a sense of ownership over them. Project always comes first, find a way to make your client trust you and support you to get it done properly.

What is your day to day look like?

MS : I work from early in the morning. Anything challenging gets done first. I prefer to work on several projects at the same time and jump back and forth between them.

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

MS : Trends are a summary of current behavioral patterns and reflect dominant social paradigms. As such, they matter very much and need to be appreciated. In my view they are not a stylistic choice, which is a common misinterpretation. Style, or a personal signature should remain as it honestly is, but it can be applied in different ways across a cluster of trends that have been identified as relevant for the context. There is more to this vast topic. For example, what if the project will have a long life on the market? Trends change over time, future ones need to be forecast with high probability or some room for project to evolve accordingly would need to be baked in the design itself. Geography has impact as well. I could go on, but I think the point I am trying to make is clear.

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

MS : Evaluation across three layers would define if the design is good, in my opinion. In short - fitting the assigned context (appropriate, optimal), creating a clever twist/surprise (WOW) and the outcome appearing to be effortless (no-design design). More down to earth criteria such as feasibility, follow up potential and others are taken into account of course.

How do you decide if your design is ready?

MS : There is a point when nothing is left to be added, nothing needs to be taken away. It seems like it always had to be done in that way. It is interesting and unexpected, but unassuming and non-pretentious. This is a good-case scenario. Less fortunate option is that the deadline arrived. :)

What is your biggest design work?

MS : Working in academia as design educator, designing designers. I am very proud of their successes and achievements, sometimes looking from afar.

Who is your favourite designer?

MS : There are many, but Achille Castiglioni stands out for obvious reasons.

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

MS : I have been fortunate to live a nomadic life, practically since birth. I have been educated across different cultures and school systems, same goes for professional experiences. My cultural heritage is firmly European, but I feel it has been strongly expanded, even altered by various influences over time needing to adapt over and over again. For the last decade I have been based in Hong Kong and have mostly been engaged in SE Asian markets with a very specific set of requirements and expectations compared to the West, for example. Design-wise, I see this part of the world as having a still not fully used, big potential. The key for this to happen, in my view, is stronger support and trust of the management, both in private and government sectors, aiming more at radical innovation then an incremental one. I would say that design level reflects maturity and sophistication of the society, although it does have an active role to play in this context as well.

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

MS : A lot of thinking, a lot of sketching, a lot of sparring-sessions with the team and other people. I like to share and be judged from various points of view as much as possible in the backstage, to make sure idea is truly ready once it is in the open. In general, it is a lot of doubt until there is no doubt. Sometimes the deadlines, best friend and biggest foe, can expedite this. That is why I like to have thick-skinned, passionate people on the team. Having talent and depth goes without saying. Lastly and perhaps most importantly, when hiring and assigning projects I always look at what one can be or do, a person's potential, rather then what they were and are. This is not a common approach in Asia in my experience.

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

MS : In the past I have supported national cultural heritage projects in my home country that did not receive adequate government funding to execute what they needed to do properly. At the early stages of my career some pro-bono work was done for several animal shelters, and more recently and on the bigger scale, together with my students for an NGO in Hong Kong helping and empowering people with mental difficulties. I have done several lectures and workshops to a wider, non-professional audience as well. It was all very satisfying and I hope I helped on some level.

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

MS : I truly do enjoy the awards. It is a stamp of quality given by one's peers, not much can beat that. Being a Designer of the Day just takes it even further.

Marko Stanojevic Profile