Design
Innovation
Avantgarde
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Raul Villares SoniaLab Director, Innovation department of Sonia.
Q: Has someone in particular had a great influence on you and your work?
Well, I don’t have any “idol” in particular, I am very observant and when I see something that I like, I store it in my drawer of ideas. Usually I stick more with the work than the author. My primary influence as far as my professional career was my work in Barcelona with multidisciplinary Design teams and people from others country.
Q: Aesthetics VS Functionality; What is your evaluation of that dilemma?
They’re not opposite terms, they are ingredients to include in a product in a way that anyone can consider, basically you have to find the solution and achieve it. I see more of a dilemma between performance and price.
Q: Do you relate to design more as your art or as your methodology? Are the processes closer to science?
Well, the initial idea is closer to art than science, that’s the part that most I love about my work -sketching ideas on paper. Later when things starting taking form is when the science takes over. We can say that combining both methodologies can have great results.
Well, the initial idea is closer to art than science, that’s the part that most I love about my work -sketching ideas on paper. Later when things starting taking form is when the science takes over. We can say that combining both methodologies can have great results.
Q: How does the team face a new Project? Is there a concrete methodology? Do you get inspired before starting a Project? What is the basic process you follow?
The general Specifications of a project are defined in a document generated by the commercial team. In that document we separate data as target Price, target market and range of measures. They represent the initial information that we use to start sketches and we always start from a design concept as a base. For Example in FRACTAL, we were began by playing with volumes starting from flat faces.
The general Specifications of a project are defined in a document generated by the commercial team. In that document we separate data as target Price, target market and range of measures. They represent the initial information that we use to start sketches and we always start from a design concept as a base. For Example in FRACTAL, we were began by playing with volumes starting from flat faces.
From the sketches we build a 3D model on SolidWorks software. This basic model is presented to the commercial & direction teams. After this phase with all information collected from the first presentation we redefine and reshape the product at the maximum. This step is crucial because we incorporate the “operation” team in the process of development, which will help us further target our idea to the Manufacturing world. It’s a laborious phase, where design and engineering must find a realistic way to build. After that phase we prepare a presentation for all departments with 3D images, as realistically as possible so details can be seen deeper. This is the most important exam the design goes through. Results are collated with our goals and if the results are positive, we start to build plans & prototype to get the final approval.
Q: Today in Business there seems to exist an unwritten rule that says that in order to achieve success and to maintain it, you must innovate continuously. In that context, which role does a Designer play?
A Designer must provide ideas from the outside and question it all. On the other side, many companies acquires bad habits and take things for granted. We must maintain distance to be able to bring something brand-new to the table and only a designer can bring those kinds of ideas. Working with independent partners helps to push this capacity.
A Designer must provide ideas from the outside and question it all. On the other side, many companies acquires bad habits and take things for granted. We must maintain distance to be able to bring something brand-new to the table and only a designer can bring those kinds of ideas. Working with independent partners helps to push this capacity.
Q: Let’s talk about Sonia. When did you arrive in the company?
I was working in Barcelona in a studio dedicated to car design. The owner of the company contacted me directly through a friend of mine and proposed to me the idea to start a design department forSONIA. It was a challenge for me to start something new from scratch and I accepted the challenge.
I was working in Barcelona in a studio dedicated to car design. The owner of the company contacted me directly through a friend of mine and proposed to me the idea to start a design department forSONIA. It was a challenge for me to start something new from scratch and I accepted the challenge.
Q: When you arrived at Sonia, was their style already defined by the Brand?
Well, Sonia did start with the accessories and later on crystal. Metal was present in all creations – by the way the first collection was called Artica,which included glass sinks and metallic supports, very cold as a collection. There were handcrafted pieces which were very elaborate. Today there is not much left from that time, but I might consider keeping some of that style which represents the origins of the brand for future projects. I still see crystal as a fabric with multiple applications. Quality, fabrics, design and functionality, these are things that defines Sonia’s work. Quality and functionality. The first Designer in Sonia was Mr. Jose Maria Ferrer who also is the owner of Sonia. He is a person who did take great care to focus on the minimal details of each product, from using first class materials to the right suitable screw dimension. I don’t know if you remember that famous phrase of John Hammond in Jurassic Park “we spared no expenses” That’s my boss, and that’s the spirit we try to maintain today.
Well, Sonia did start with the accessories and later on crystal. Metal was present in all creations – by the way the first collection was called Artica,which included glass sinks and metallic supports, very cold as a collection. There were handcrafted pieces which were very elaborate. Today there is not much left from that time, but I might consider keeping some of that style which represents the origins of the brand for future projects. I still see crystal as a fabric with multiple applications. Quality, fabrics, design and functionality, these are things that defines Sonia’s work. Quality and functionality. The first Designer in Sonia was Mr. Jose Maria Ferrer who also is the owner of Sonia. He is a person who did take great care to focus on the minimal details of each product, from using first class materials to the right suitable screw dimension. I don’t know if you remember that famous phrase of John Hammond in Jurassic Park “we spared no expenses” That’s my boss, and that’s the spirit we try to maintain today.
Q: Did you see anything curious regarding design in other countries?
I was very surprise by the US market because it’s very classic even sometimes excessive. Since then I look much more closely at films sets and when you look more closely you realize that is true.
I was very surprise by the US market because it’s very classic even sometimes excessive. Since then I look much more closely at films sets and when you look more closely you realize that is true.
Q: Which Project do you really feel proud of it?
Fractal is really the one who I feel most proud of this year; it‘s singular and has never seen before. From the first sketches to final designs, we were very ambitious on this project.
Fractal is really the one who I feel most proud of this year; it‘s singular and has never seen before. From the first sketches to final designs, we were very ambitious on this project.