Interview with Weiche Wu

Weiche Wu ("WW") interviewed on Monday, 19 June.

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

WW : In 2013, Minhan Lin and I co-founded Union Atelier, specializing in brand design, graphic design, and commercial space design. With 10 years of professional experience in the field of brand design, we have worked with various clients in the food and beverage industry, healthcare brands, and small and medium-sized enterprises. Some of our clients include Reshock Coffee in Taiwan, Mama Cane in Taiwan, Nespresso in Taiwan, Boffotto Ltd in Hong Kong, Sunlight Tea Studio in the USA, John Tea Company in Taiwan, Pizza Marzano in China, and Pizza Express in China, among others. From 2015 to 2021, I also taught in the Industrial Design department at Chang Guang University, serving as an industry instructor and graduation project advisor. Prior to establishing Union Atelier, I had worked in furniture design companies and technology startups, holding various design positions.

How did you become a designer?

WW : I have had a passion for drawing and creating since I was young, and after discovering the design industry, I became greatly interested in becoming a designer. During my college years, I studied Industrial Design in Taiwan. Throughout the learning process, I found great satisfaction in creating various design works, which motivated me to pursue a career in design. During my university years, I even started a self-owned brand with friends, selling clothing and products that we designed ourselves. Although it was not ultimately successful, it served as the motivation for my future entrepreneurial endeavors. After graduating from university, I pursued an MA in Industrial Design at Central St Martins in London, UK, to broaden my design perspectives and enhance my skills. During my time in the UK, I absorbed a wealth of diverse design knowledge and concepts, which had a significant impact on my design style. Upon completing my studies in Europe and returning to Taiwan to establish Union Atelier, I integrated modern international design with Eastern traditional culture, creating our unique design style.

What are your priorities, technique and style when designing?

WW : My works often blend modern design with traditional cultural perspectives. I strive to interpret these complex cultural concepts with a minimalist and sleek approach. When using traditional culture as inspiration, extensive research is crucial to fully understand its meanings, purposes, and values. This involves delving into the history, heritage, customs, and legends of the culture. Through such research, we can better comprehend and respect the culture and seamlessly integrate it into our design. During the creative process, I endeavor to convey stories and emotions through design, allowing the audience to perceive the underlying significance of the artwork. Through meticulous attention to detail and carefully selected elements, I aim to create an interactive experience where viewers can resonate and emotionally connect with the artwork. Ultimately, I aspire for my works to offer more than just visual aesthetics, but also deep cultural experiences and contemplation. I believe that integrating modern design with traditional culture can inspire people's interest and understanding of different cultures, while providing a unique and enriching design experience.

Which emotions do you feel when designing?

WW : Whenever our studio embarks on a new project, we approach it with great excitement and a positive mindset. We firmly believe that every design should bring joy to its users, and that's why maintaining the same mindset throughout the design process is crucial. We place a strong emphasis on thorough design research at the beginning of each project, as it sets the right direction and strategy to create designs that meet the requirements. Our goal is not only to fulfill the client's expectations but also to enhance the user experience. By maintaining a joyful attitude, the entire design process flows smoothly and pleasantly.

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

WW : I grew up in an artistic environment, as my mother was a skilled painting teacher. Since childhood, I have always enjoyed picking up a pen and drawing. The backs of old calendars at home were always filled with my artwork. Even as a child, I paid attention to small details in my drawings, which were inspired by things I observed in my everyday life. Looking back, I believe this was my earliest introduction to design. I would create new things within my artwork, imagining them as real-world objects. It's interesting to think that this was essentially a complete design process. Although my ideas were often imaginative, I would create with a specific purpose in mind, ensuring that the designs served the functions I deemed necessary. Reflecting on it now, it's truly fascinating!

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

WW : I have been working in brand design for 10 years, but the truth is, I studied industrial design during my student years. I still have a dream of pursuing furniture design, and I hope to one day create my own furniture brand.

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

WW : When design needs to meet real user requirements and align with business practices, some imaginative ideas may seem out of place. However, I believe it's crucial not to extinguish our passion and creativity for design because of this. I think great designers are always able to incorporate innovative elements and interesting concepts into people's lives. Yet, as we spend more time in the design industry, we often find ourselves constrained by our own experiences or commercial models. I have developed a habit of giving my mind a break at regular intervals. Whether it's taking a day or two to clear my mind, visiting art galleries, or even aimlessly wandering around shopping centers, these activities often spark new inspiration. We can always discover things in our daily lives that we previously overlooked, and these small details can become the inspiration for our future designs. Therefore, taking appropriate breaks and stepping away from design projects are key to creating more exceptional work in the future.

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

WW : I believe that good designers need to have empathy and think from the perspective of users or consumers when approaching design. Sometimes designers may be solely focused on achieving their desired design outcome, disregarding the actual user context. Such designs often have a short-lived impact, as people may remember them but discover numerous issues when they actually use or experience them. There is no "perfect" design in the world, only the most suitable design. When a design is placed within its intended context and effectively fulfills its purpose, that is the most appropriate design and what users truly need. Therefore, I suggest that designers observe what people truly need through their everyday experiences. By doing so, we can provide solutions through designs that are relevant and address the actual needs of users.

What is your day to day look like?

WW : During my regular work routine, I have a habit of waking up early. After sending my children off to school, I like to find a coffee shop that I enjoy. While having breakfast, I review the ongoing design projects. This time allows me to think about the details of the designs without any pressure, and it's when some creative ideas often emerge. Once I arrive at the studio, I gather with other members of the design team to discuss the progress and execution of all the design cases. We discuss designs and problem-solving approaches. In the design process, extensive discussions are necessary to examine the work from different perspectives and ensure design quality. After work, I like to observe what is currently popular on the streets during my commute home. Understanding trends is crucial because we need to be aware of the public's preferences in order to innovate and create new trends. Additionally, I believe that exercise is a great time for generating design ideas. Sometimes I go for a run because it clears my mind and relieves any stress, allowing me to brainstorm and refine design concepts.

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

WW : In addition to following different social media platforms online, I enjoy taking walks on the streets because it allows me to witness people's consumer behaviors and the current trends firsthand. Apart from staying updated with the latest trends, visiting art museums or galleries also exposes me to new forms of art and design. It's in these places that I often encounter different perspectives and creative ideas, which I find fascinating. I believe that many designers today rely too heavily on technology and the internet. They spend most of their time gathering information in front of a computer or absorbing new content through their smartphones. In my opinion, nothing beats the direct and immersive experience of physically visiting places and exploring. It's the most direct and effective way to truly experience design.

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

WW : Design has no absolute right answer; it's about creating designs that are suitable and bring more beauty to people's lives. It's a subjective field that adapts to diverse preferences and requirements. The goal is to design solutions that resonate with users, evoke emotions, and enhance functionality. The iterative process allows for exploration, refinement, and consideration of various factors. Ultimately, successful design makes a positive impact and enriches the human experience.

How do you decide if your design is ready?

WW : I believe that continuous discussion is essential to make design work more complete. When we are in the process of designing, we often discover new problems or ideas that we incorporate into the design. However, it's important to understand that once the design adequately meets the needs of consumers, we should start to converge and wrap up the design. The design process can go on indefinitely, but that doesn't necessarily guarantee better outcomes. As long as the design effectively satisfies the requirements and withstands thorough scrutiny, we will know that the design is ready.

What is your biggest design work?

WW : I have several years of experience in the design industry, specifically in brand design, which I have been involved in for over 10 years. Throughout this time, there have been many projects that I am personally very satisfied with. Being able to serve clients through a comprehensive design process, creating new brands and introducing them to the market, has brought me excellent feedback. During the design process, both myself and my team members invest a significant amount of time and effort. We aim to tailor each design project to meet the specific needs of every client, presenting each work in the best possible way. I always look forward to starting new projects because they provide great opportunities for our team to showcase our skills and create fresh brands for our clients.

Who is your favourite designer?

WW : I have always admired the designs of Dieter Rams; I am a fan of his work. All of his creations are timeless, and even in designs from many years ago, you can still sense the precision and harmony in every detail. I often refer to Dieter Rams' 10 principles of design, which serves as a guideline for me to evaluate my own designs. I believe that these principles showcase the design experience of a master, and they serve as a goal for young designers to aspire to and strive for higher levels of design excellence.

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

WW : I live in Taipei, Taiwan. This city combines a mix of old and new elements. It features traditional Taiwanese temples, city gates, old houses, and streets, alongside modern high-rise buildings and shopping malls. The diverse environment often inspires me with different design ideas, making my work more interesting and storytelling. However, considering the conservative social norms, some clients may have a lower acceptance of avant-garde designs. Therefore, it becomes crucial to communicate and persuade clients to embrace innovative design approaches.

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

WW : Design is not a solitary endeavor but a collaborative industry that thrives on teamwork and synergy. It is a holistic process that encompasses various aspects, including brand concepts, logo design, visual design, packaging design, photography, and spatial design. Each of these elements plays a crucial role in creating a cohesive and impactful end result. Effective design requires seamless coordination and communication among designers, creatives, project managers, and other stakeholders. It is through their collective efforts and shared vision that a design project can truly come to life. By working together, they can leverage their individual expertise, perspectives, and skills to tackle challenges, explore innovative solutions, and deliver outstanding outcomes. In a collaborative design environment, the strength lies in the diversity of talents and the ability to leverage each team member's unique skills and perspectives. By fostering an inclusive and supportive culture, team members can freely exchange ideas, provide constructive feedback, and challenge each other to push the boundaries of creativity. Moreover, successful design projects often involve iterative processes, where ideas are continuously refined and iterated upon based on feedback and insights. The collective wisdom and input of the team are instrumental in shaping and refining the design direction. By embracing a collaborative mindset, designers can tap into the collective intelligence of the team, harnessing its collective creativity and problem-solving capabilities. Ultimately, the success of a design project hinges on the collective efforts and collaborative spirit of the team. When all members are aligned and working towards a shared goal, the result is a harmonious fusion of ideas, aesthetics, and functionality that captivates and resonates with the target audience. Therefore, in the world of design, fostering a sense of unity, collaboration, and shared purpose is of paramount importance. It is through the collective power of a cohesive team that remarkable designs are created and brought to fruition, leaving a lasting impact on the world.

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

WW : Good design has the ability to influence human behavior, whether visually, tactilely, auditory, or even olfactory. When we present excellent design to the public, it has a positive impact on their experiences, making their daily lives more warm and enjoyable. Therefore, I believe that designers have a certain social responsibility, which is to bring forth good design and contribute it to society.

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

WW : I feel that the experience of winning this award allows the works to be seen by others more quickly, even reaching people from other countries. Participating in a competition is a significant challenge for designers and also a great opportunity for exposure. It not only increases the recognition of the works but also enables clients' works to be seen by more people, benefiting both the design company and the clients.

Weiche Wu Profile