Interviews with Valeriia Ilicheva and Antoine Questel

Our main focus was to elevate a moment of pause into a meaningful interaction. We designed for comfort, simplicity, and clarity - creating a place where people don’t just plug in their car, but also connect with their environment, intuitively and effortlessly.

ElectraLine is being rolled out as the new visual identity of Electra stations across Europe. Future evolutions include new formats for compact sites, upgraded solar integrations, and enhanced interactive experiences with screen and sound elements.

The concept was developed over approximately 9 months, from early design research and branding workshops to live prototype testing at public events. It continues to evolve based on user feedback and operational insights.

Because existing charging stations were uninspiring, purely functional, and lacked any emotional or visual identity. We saw an opportunity to bring design, sustainability, and urban integration into a space that was long overdue for reimagination. But beyond improving the user experience, we also wanted to create a distinctive and recognizable visual identity - something that would make Electra stations instantly identifiable in the urban landscape, reinforcing our brand presence and values. This wasn’t something we were commissioned to do - it was a strategic, visionary move to shape the future of our network through design.

No. Electraline is designed, developed, and used exclusively by Electra. It is a core element of our brand identity and operational model, and we intend to keep it fully integrated within our ecosystem. The design was conceived entirely in-house by our Station Design team, led by Valeriia Ilicheva (Designer) and Antoine Questel (Product Manager). This internal collaboration ensured a deep alignment between user experience, technical constraints, and brand expression, resulting in a station concept that is both innovative and true to our values.

We wanted to show that charging infrastructure can be elegant, intuitive, and integrated. This project allowed us to merge product thinking, physical architecture, and environmental values in one single design language.

Our influences came from observing how people move through public spaces, how they engage with technology, and how design can build trust and comfort without saying a word. We drew inspiration from real-world use, not from other designers.

Electraline is designed for all users of Electra stations - whether they're daily urban commuters, professional drivers, or families on long-distance trips. It also addresses the needs of cities and site owners who seek charging solutions that are both efficient and harmoniously integrated into their environments. The design aims to serve a wide range of use cases while remaining inclusive, intuitive, and visually coherent across our network.

Electraline is a signature element of Electra stations - it gives them a strong visual identity, making them instantly recognizable and welcoming. Its modular architecture, combination of warm, tactile materials like responsibly sourced wood and durable, recyclable elements like painted aluminum, along with the integration of features such as LED screens, ambient lighting, seating, and optional solar canopies, make it a multi-functional and adaptable structure. It stands out by combining design, sustainability, and user-centric technology into a cohesive system that enhances both the charging experience and the integration of the station into its environment.

The name Electraline was inspired by the linear and continuous shape of the structure. It creates a visual and spatial line within the station, giving coherence and identity to the overall layout.

We used a mix of 3D modeling software, architectural tools, and visual design platforms - including SketchUp, AutoCAD, Twinmotion, Artlantis - along with physical prototyping, mood boards, and internal user journey mapping.

The way Electraline blends aesthetics, comfort, and high-tech features into a cohesive and flexible structure. The combination of warm wood, interactive screens, and scalable layouts creates something both iconic and human.

The concept was developed by Electra’s Station Design Team, led by Valeriia Ilicheva (Designer) and Antoine Questel (Product Manager). It was challenged throughout by top management, ensuring strategic alignment. Once the concept was defined, other internal teams contributed during the industrial design phase to prepare it for production and deployment.

Technology is embedded throughout - from real-time LED screens and motion-sensitive lighting, to sound systems and solar panel integration. Yet the technology remains discreet and purposeful, never overwhelming the human experience.

Absolutely. We conducted user interviews, field tests, and surveys. Real data on comfort, screen readability, and visual appeal directly informed key design decisions.

Designing for modularity without compromising aesthetics, ensuring durability in harsh environments, and integrating technology in a seamless and scalable way were all major challenges. We also had to align with strict urban planning and accessibility standards.

Because we believe design should be part of public infrastructure conversations, and that this work represents a new standard for how infrastructure can serve both people and place.

We learned that empathy is the strongest design tool. Every line, curve, and material was refined by asking how people feel, not just how things function. We also grew as a team - learning how to balance vision with real-world constraints.

Yes, we believe ElectraLine is a symbol of a better urban future. It’s not just about EVs. It’s about designing cities where infrastructure disappears into beauty, and where technology serves quietly and respectfully.

We’re both motivated by the idea of making complex things feel simple and intuitive. We didn’t grow up dreaming of “being designers,” but we both naturally gravitated toward design because it let us combine function, emotion, and systems thinking.

We definitely chose it — even if the path wasn’t linear. It felt like the right way to bring our ideas into the world in a concrete, meaningful way.

We design EV charging stations and their full experience — from physical structure to user flow. We'd love to explore more urban-scale infrastructures that mix utility and hospitality.

Observe everything. Stay humble, stay curious, and iterate more than you present. Legends aren’t loud — they’re consistent.

A good designer solves the brief.
A great designer solves it simply, beautifully, and makes it look like it was always meant to be that way.

It’s intuitive, elegant, and memorable — without shouting. If it needs to be explained, it’s probably not quite there yet.

Because good design builds trust, clarity, and joy. People may not always notice it, but they remember how it made them feel.

Something that could, in a simple way, change the everyday life of people — forever, and for the better.
We don’t know exactly what it is yet.

Maybe it’s not even a project — maybe it’s a question we haven’t asked yet.
Something that doesn’t start with a roadmap or a pitch deck, but with a feeling, a tension, a “what if?”

A project with no constraints, no category, and no client — just the freedom to build something strangely useful, beautifully silent, and somehow essential.
One day, maybe we’ll recognize it when we see it.

Collaboration.
Also: iteration, clarity, and knowing when to stop.

MVRDV, for their bold, unapologetic approach to architecture and urban form.
Jony Ive, for turning minimalism into emotion.
BIG (Bjarke Ingels Group), for their playful yet radically functional vision of space and scale.
And many more — those who design with intention, rethink norms, and remind us that creativity and clarity can absolutely coexist.

Valeriia:
I’d say the Tesla Model Y is one of my favorites — not just as a car, but as a design object. It’s incredibly intuitive to use, minimal, and powerful without being overwhelming. Everything feels considered, and it reflects how design can enhance everyday life without shouting.
Also, the iPhone 15 Pro Max — for similar reasons. It’s beautifully built, simple to use, and emotionally balanced.

Antoine:
One object I really love is the Seletti Monkey Lamp. It’s a bit absurd and totally unexpected, but that’s what makes it special. It brings personality into a space — and that, to me, is a form of bold design.
Then there’s my Hermès Arceau watch — it’s timeless, precise, and full of subtle details. It doesn’t try too hard. It just exists beautifully.
And finally, the Samsung The Frame — I love how it transforms a TV into something that blends with your interior. It’s smart, elegant, and solves a real visual problem in everyday life.

Electraline — because it’s deployed, used, and constantly evolving. It’s modular, sustainable, and designed to feel warm and human.

Listen more. Build your eye. Ask “why” constantly. And don’t fall in love with your first idea.

Valeriia:
I would’ve probably become a business woman, haha. I’ve always loved building things, pitching ideas, and making things happen — just as much as designing them.

Antoine:
I think I would’ve gone full-on developer, then eventually started my own company. The goal would’ve been to become my own boss one day — build my own product, my own vision.

Design is the interface between ideas and people. It’s how something becomes usable, lovable, and real.

Within our team, we really support each other — that’s a big part of how we move forward. But we also owe a lot to the people around us:
our colleagues, who challenge and elevate our ideas,
our friends, who keep us grounded,
and our families, who’ve always believed in us — even when they had no idea what we were working on.

Time, trust, and being thrown into real projects with real consequences early on. That’s where you grow fastest.

Balancing vision and constraints. Learning how to align multiple teams around the same idea. It’s never just about the object.

Through storytelling and context. Not just “what it is,” but “why it matters” and “how it works.”

Rolling out ElectraLine across Europe — and some new formats that are still confidential… for now.

To create spaces and systems that feel so right, people stop noticing the design — and just enjoy the experience.

Clarity. A strong point of view. And the ability to make things beautiful and real.

By making essential things accessible, inclusive, and dignified. That’s where good design matters most.

Continuing to evolve Electraline based on feedback — and imagining what charging stations could become next.

Electraline — because it’s not a prototype. It’s out there. People use it. And we’re still learning from it.

Less focus on aesthetics alone. More emphasis on systems, responsibility, and inclusivity.

Toward hybrid systems, where physical, digital, and environmental design all merge into seamless experiences.

From months to never — we often ship, learn, and refine. “Final” doesn’t really exist.

With the user. Then the constraints. Then the context. Only after that — the form.

If it’s not clear, it’s not done.

The best design doesn’t follow trends — it creates long-term relevance.

It’s a tool — not the core. We use it to enable better experiences, not define them.

AutoCAD, SketchUp, Twinmotion, Artlantis, Photoshop, Illustrator, and InDesign, along with physical mood boards and design books for inspiration.

They shape the atmosphere. They can make something feel warm, cold, welcoming, or sterile — without saying a word.

We wish people would ask:
“What did you want people to feel?”
Because behind every detail, there’s an intention — not just to make something functional, but to create a moment, a sensation, an experience that stays.

Usually: “Damn. That’s so simple. Why didn’t we think of that?”

We’re each other’s ideal design partner — and yes, we deeply believe in co-design. It sharpens everything.

Everyone we work with at Electra. Real collaboration shapes real design.

"Yes is More" by BIG.
It’s bold, visual, and unapologetically ambitious — just like their projects. It reminds us that design is also about narrative, energy, and daring to rethink the rules.

By doing. A lot. Failing, iterating, and surrounding ourselves with sharp people.

Valeriia:
We didn’t live in the same era, but I would’ve loved to meet Frida Kahlo. She never stopped creating — no matter the pain or the limitations life threw at her. She had an extraordinary character and such a unique, personal way of seeing the world around her. I think a conversation with her would be intense, honest, and full of emotion.

Antoine:
I think I’d really like to meet Ricky Gervais. Of course, he’s incredibly funny, but what draws me in is the depth behind his humor. He touches on big, existential topics — life, death, kindness, belief — in a way that’s both honest and accessible. I feel like it would be a conversation that’s surprisingly meaningful, with a lot of laughter in between.

Recognition is great — but the real reward is seeing people use what you built. That’s the real win.

Valeriia:
Color: Pink
Place: Maldives
Food: Sushi
Season: Summer
Thing: Honestly… hard to pick just one. My engagement ring is definitely up there — but I also have a few objects at home that hold a lot of meaning.
Brand: Same here — I’d say Apple, but I love other brands too, depending on the mood and context.

Antoine:
Color: Navy blue
Place: Paris or Normandy (my home turf)
Season: Winter because everything’s prettier with snow and christmas ornaments
Thing : my grand father’s ring that I wear today
Brand I would say Disney, because working to bring out the child in each of us is no easy task—and it’s a meaningful mission in my opinion.

One of the features we integrated into ElectraLine — the interactive LED screens — actually had a code name during development: “Wall Street.”

It started as an internal joke, but the name stuck for months. Between mockups and team calls, we kept saying things like “Have you updated Wall Street?” or “Wall Street needs to be brighter.”
For a while, it really felt like we were launching a tech startup inside a charging station.

Progress — even a small step forward. And good coffee.

Not really. But we were both drawing, building, and curious about how things worked. So maybe yes, in retrospect.

Hopefully: more empathy, better cities, and design that adapts to people, not the other way around.

That we’re just getting started — and the best designs often come from teams, not egos.

Thank you!

We work at Electra, a leading EV charging operator in Europe. Our team is in charge of the design of Electra’s charging stations, with a strong emphasis on user experience, design integration, and sustainability. Together, we reimagined the entire charging station experience through Electraline.

Design is a bridge between intention and experience. It’s how we make technology approachable and spaces meaningful. For us, design is never decoration—it’s problem solving, storytelling, and care for the user.

We love creating hybrid spaces—where public infrastructure meets comfort, sustainability, and interaction. Designing functional systems that feel warm and human is where we thrive.

Definitely Electraline. It’s a modular EV charging station that combines solar energy, sustainable materials, and interactive features. It's not just functional—it’s welcoming, visible, and scalable​.

Valeriia:
I joined Electra at the very beginning, so technically… the first thing I designed was choosing the color of our chargers — which later became Electra’s signature color. A small detail, but one that helped define our entire visual identity.

Antoine:
The very first thing I designed in a company was a digital medical record for an online practice management software aimed at healthcare professionals (general practitioners, cardiologists, etc.). The main challenge was to strike the right balance between the amount, relevance, and readability of the information—while keeping the interface as intuitive as possible and minimizing any unnecessary time spent by the healthcare professional.

Wood, aluminum, and LED integration. We love combining tactile materials with smart interfaces. Tools-wise: SketchUp, Photoshop, Figma, Notion, and lots of prototyping.

When we're on-site, observing users interact with our work—or during brainstorming sessions where tech, design, and user needs collide.

Form, clarity, and usage. It should feel obvious how to use it, yet leave an emotional impression.

Excitement and curiosity. Sometimes frustration (constraints!), but always joy when an idea clicks and solves multiple problems at once.

Pride and humility. Seeing people use something you designed is incredibly rewarding. It becomes part of the real world.

When it works seamlessly, looks great, and creates no friction for the user. When it feels like it’s always been there.

We start with user perspective: Is it clear? Is it enjoyable? Is it purposeful? If not—it’s not working.

Huge. We design systems that people depend on. We must reduce environmental impact and make spaces more inclusive and human.

Design is becoming more multi-layered: digital + physical, circular + systemic. Tomorrow’s designer is a connector more than a stylist.

Last: We proudly showcased Electraline at the Paris Motor Show 2024. It was an amazing moment—visitors were excited to see a charging station that actually looked and felt like the future. The feedback on the materials, the curved lines, and the LED interface was overwhelmingly positive​.

Next: Technically... our next exhibition happens every day since the stations we design are being built all across Europe.

Inspiration is everywhere — sometimes in the texture of a wall, the way people move through a space, or a conversation overheard in a café. But truthfully, nothing fuels our creativity quite like traveling, getting lost in a city, or wandering through an exhibition. Those moments when you're outside your routine, when your senses are wide open, that's when the best ideas tend to show up. It’s rarely about sitting at a desk waiting for a concept — it’s about staying curious, observing constantly, and letting things click when you least expect it.

Minimal, modular, inclusive. We start from function, then build emotion through materials, light, and flow.

Valeriia: I grew up in Russia, but I’ve been living in France for over 11 years now — so I feel like I carry both cultures with me every day. That mix definitely shapes my creativity. From Russia, I bring a deep sensitivity to space, symbolism, and storytelling. From France, a strong appreciation for elegance, detail, and how things fit within a bigger urban narrative. It’s like having two design languages in my head — and switching between them gives me more freedom to create.

Antoine: As a born-and-raised French guy with a tech background, I bring a solid dose of structure and pragmatism to the mix. But working closely with Valeriia (and in a very international team) pushes me to think beyond the typical product frameworks. It’s that balance — between structure and emotion, between engineering and intuition — that makes our collaboration click.

Given our roles, we work exclusively for Electra — but we collaborate constantly with external partners on a wide range of topics related to design, user experience, industrial production, and urban integration.

Whether it’s working with manufacturers, architects, cities, or branding agencies, we ensure that every touchpoint — from materials to user flow — aligns with Electra’s vision and delivers the best possible experience.

Trust them. Don’t just look at portfolios—look at how they frame problems and iterate. And pair them with product people early on.

User insight → Problem framing → Concept sketching → Rapid prototyping → Feedback loop → Production detail.

Valeriia: Complicated question, haha — I’m not sure I’d name five exactly, but here are a few I really love:

My Tesla Model Y — probably my favorite "design object." It's so simple to drive, incredibly intuitive, and I love the minimalist design philosophy behind it. It’s a perfect blend of function and elegance.

Then there’s my iPhone 15 Pro Max — same logic: super powerful, easy to use, beautifully minimal. Apple really nails emotional clarity in their products.

And finally, one of my favorite pieces at home is a framed illustration of Strasbourg, the city where I studied architecture for five years. It’s a beautiful object, and it holds a lot of meaning for me — it’s both decoration and a part of my personal story.

Antoine: I also tend to fall in love with objects that tell a story or bring a smile.

At home, I have a Seletti Monkey Lamp — it’s playful, a little absurd, and always makes people react when they see it. It’s a great conversation piece that doesn’t take itself too seriously.

Then there’s my Hermès Arceau watch. It’s elegant, timeless, and I love the balance between precision and poetry in its design. It’s the kind of object that reminds you that design can be both subtle and deeply expressive.

My Devialet Phantom speaker is another favorite — it’s not just about the sound quality (which is mind-blowing), but the sculptural presence it brings to the room.

And finally, the Samsung The Frame TV — I love how it blends into the space like an artwork. It proves that even the most functional tech can be part of the interior narrative.

Our days are pretty diverse — it really depends on where we are in the project timeline.

Some days are super hands-on: sketching, prototyping, testing ideas, refining details. Others are more collaborative — aligning with engineers, discussing strategy, or presenting to stakeholders. When we’re in early concept phases, it’s a lot of exploration and bouncing ideas around. Later on, it shifts to execution, follow-up, and iteration.

But there’s always a mix of focus time and teamwork. And whenever we can, we like to step outside — walk the city, observe, recharge. Some of the best ideas show up away from the screen.

Stay curious. Ask why. A lot. Iterate more than you present. And build trust with your teammates.

+ You shape the world.
– Your work is always being judged—by users, stakeholders, and even weather.

If it’s not easy to understand, it’s not done.

Empathy, storytelling, systems thinking, and being OK with ambiguity.

AutoCAD, SketchUp, Twinmotion, Artlantis, Photoshop, Illustrator, and InDesign, along with physical mood boards and design books for inspiration.

Sprints and rituals. We plan ahead, leave space for exploration, and protect deep work blocks.

Weeks to months. Electraline took 9 months from brief to real-world prototype.

Probably: “How did you come up with that idea?”

It’s the classic one — and honestly, there’s never a simple answer. Sometimes the idea comes from a very rational process, other times it appears out of nowhere after weeks of thinking about something else entirely. Inspiration is messy like that — it builds up quietly, then shows up suddenly.

We’re both still early in our careers — but ElectraLine is without a doubt one of the most important projects we’ve worked on so far.
It’s been a real milestone for us, both as individuals and as a team.

Primarily internal: Electra’s operations, marketing, city partnerships—but the end client is always the EV driver.

Turning overlooked infrastructures into experiential public design. Giving emotional value to utility.

For now, the focus is on the deployment of ElectraLine across all Electra stations — making sure it scales well, adapts to different contexts, and delivers a consistent, high-quality experience.

We’re also working on continuous improvements based on real-world feedback, and yes… we’re already exploring new products for the next chapters.
Stay tuned — the story’s just getting started.

Always teamwork. We are a tight design + product duo, and we collaborate with engineers, developers, users etc.

We do — but for now, they’re still confidential.

Let’s just say we’re not short on ideas… and there’s more to come.

Valeriia Ilicheva
+33 6 20 61 21 88
Personal: valeriia.ilicheva@gmail.com
Pro: valeriia@go-electra.com

Antoine Questel
+33 6 35 19 71 96
Personal: antoine.questel1@gmail.com
Pro: antoine.q@go-electra.com

Only this: Good design feels invisible—but its absence is always obvious.
We try to create designs that feel like they’ve always belonged.

Thank you!

The modular design of Electraline allows for seamless expansion from small stations with 2 chargers to large hubs with over 40 chargers. Maintaining visual cohesion across these configurations was a critical design challenge. The modular design principle was key—whether in the ISL (Island) or EOP (End of Place) layout, the visual identity remains consistent. This is achieved through uniform use of materials like wood and aluminum, ensuring that each configuration, regardless of size, retains the same aesthetic appeal. Additionally, the optional solar-powered roof add-on provides a further layer of flexibility, adapting the stations to different environments while offering a scalable solution that meets the needs of various locations.

The optional solar-equipped canopy of Electraline significantly contributes to both energy efficiency and the future-proofing of public charging solutions. Solar panels integrated into the roof reduce reliance on external power grids, generating clean, on-site energy to power the station’s LED lighting and digital displays. This sustainability aspect not only makes the station more energy-efficient but also aligns with Electra’s vision of creating self-sufficient, eco-friendly charging infrastructures. The modularity of this roof feature ensures it can be added to smaller stations, adapting to larger hubs as needed, thus supporting future expansion.

LED panels were strategically integrated into the design to enhance user experience by providing real-time information such as charging status, availability, and pricing. These panels are positioned for optimal visibility, ensuring users can easily access the information they need. During the design process, we focused on making the screens not just functional but dynamic. The panels can also display seasonal content, promotions, or interactive elements, creating an engaging and inclusive experience for users of all backgrounds and needs. By aligning these digital features with our human-centric design approach, we’ve elevated the EV charging experience to be both practical and part of everyday life.

Balancing the technical aspects of EV charging with the need for a welcoming, aesthetic environment posed unique challenges. While technical elements such as durability, ease of use, and integration with the EV network were critical, we also wanted to create a space that felt inviting. The use of natural materials like wood, combined with sleek aluminum, allowed us to achieve this balance. The design was also informed by insights from our user research, which revealed that users appreciate intuitive, low-stress environments. Thus, we ensured that technical features like chargers, LED displays, and app connectivity were integrated seamlessly into a structure that prioritizes comfort and visual appeal.

The modularity of Electraline is key to its ability to meet both current and future EV infrastructure demands. Electraline is not a direct charging solution but an essential part of the overall infrastructure, designed to be adaptable. This allows for seamless integration of different technologies, such as adding a solar roof to enhance energy efficiency, without compromising the overall design integrity. The flexibility of this modular approach ensures that Electraline can evolve with the introduction of new technologies or infrastructure requirements while remaining compatible with long-term sustainability trends.

The integration of comfortable seating areas and shaded spaces reflects a fundamental shift in the relationship between urban furniture and EV charging requirements. By adding elements such as seating and shade, we transform the charging station into more than just a place to charge—it becomes a comfortable space where users can relax, work, or socialize while their vehicles charge. This thoughtful design addresses the increasing demand for public spaces that offer not only functionality but also comfort and social interaction. The result is a space that feels integrated into the urban landscape, encouraging longer dwell times and fostering a sense of community.

The development of Electraline was deeply influenced by extensive research and workshops. These sessions helped identify key needs, such as the importance of intuitive interfaces, comfort, and visual integration with the cityscape. While Electraline itself is not the charging solution but an integral part of the overall charging station infrastructure, the focus was on how it can enhance the user experience and strengthen the Electra brand within the larger context of the station. Our design team iterated on these insights, exploring various materials, layouts, and functionalities. The final design reflects this user-centric approach, ensuring that Electraline serves as a flexible and adaptable element within any charging station, while remaining approachable and seamlessly integrated into diverse environments.

As a Gold A’ Design Award recipient, Electraline sets a new standard for sustainable urban infrastructure. It has received positive feedback for its modularity, eco-friendly materials, and engaging user experience. Electraline is not a direct charging solution but plays an integral role in overall EV charging infrastructure. We envision Electraline influencing future urban charging solutions across Europe, promoting the adoption of sustainable materials, solar energy integration, and user-centric design. Its scalable and modular nature ensures that Electraline aligns with the growing demand for flexible, sustainable public infrastructure.

Electraline seamlessly combines functionality with urban sensitivity, playing a key role in both enhancing urban environments and reinforcing the Electra brand. The design focuses on adaptability, ensuring that Electraline can integrate smoothly into diverse urban landscapes, from modern cityscapes to more historic settings. This flexibility allows the infrastructure to maintain a strong visual identity across various environments while respecting the unique characteristics of each location.An important consideration throughout the project was the ease of deployment. Electraline’s modular design simplifies installation, enabling quick setup in various locations with minimal disruption. This approach helps to reduce operational complexity and accelerate the rollout process, making it a practical and efficient solution for cities aiming to meet the growing demand for EV infrastructure.From an economic perspective, Electraline is designed to be cost-effective and offer long-term value. Its modular nature supports future upgrades, while the use of sustainable materials and solar energy integration helps minimize operational costs and environmental impact. This focus on sustainability, adaptability, and ease of deployment strengthens the Electra brand and positions Electraline as a forward-thinking infrastructure solution that contributes to the future of urban charging infrastructure across Europe.