Interview with Julia Wagner

Especially talk about why you choose to become a designer, and then how did you started about being a designer; steps you take, maybe education or work experience you had? Also mention what drove you to be a designer? Was there someone that effected your decision or was it an internal drive to do good by good design? What originally made you want to be a designer, artist or architect? What started your interest in art, architecture and design?
From early age before starting primary school I used to enjoy painting constructing, making clothes for dolls. When my mother was at work I used to rearrange/reconstruct the furniture and paint on the walls. After that it was decided to send me to art school so I could implement my creative energy without destroying household.
Close to graduation I realised I would like to become an architect but later on, following my passion for details, I decided to study interior design. I graduated from Euroacademy Tallinn in 2010 receiving BA in interior architecture.

Top 3 aspects of the design process for me are: mood boards, 3D Visualisation and 3D Planning, and Project management. I try to integrate these aspects in every project. I think it is very important to use in my workflow new technologies, latest industry developments and software tools along with hand-drawings and sketching when appropriate. It is also very important for me to continuously develop my skills in using available tools and sometimes even switching to new programs if they better improver the workflow of the projects. I believe that the future of Interior Design will take advantage of the digital technologies and will allow clients to see their future interior in a form or VR (virtual reality) or AR (augmented reality) for a better experience and feel of the space.

During the designing process I experience strong flow of energy and strength, realisation of making someone’s world a bit better. The most exciting phase of design process for me is generating ideas and developing concepts, 3d visualisation, and the production stage. This includes choosing materials, furniture, lights, colours, visiting furniture showrooms, hardware stores etc. and then supervising a construction process. When my design ideas become live, I feel a mix of emotional uplift, happiness and a bit of a sad emptiness as if it was the end of an exciting journey. However, there is always a new project with new exciting challenges which fills me with new energy and new emotions.

One of the most important non-design skills is ability to listen to and understand the customers as well as skills of proving the design concepts, looking at the challenges with a critical mindset, ability to present the projects and highlight the advantages of solutions chosen by designer.

My interest in psychology, which has built up since I was a teenager, helped me strongly in developing the aforementioned skills. I also had a great chance of implementing these learnings in practice during my work as a Marketing Manager back in Estonia.

Travelling and hobby photography developed my world outlook and observation skills.

The greatest influence in the beginning of my Design profession were my teachers in designing from Tallinn Euroacademy: Vladimir Anshon, Anastassia Maelson, Urmas Halling. And later collaboration with a very talented architect Christian Weise and his amazing team in Goerlitz. And offcourse I’ve got the greatest inspiration and influence from designs of other famous artists such as Karim Rashid, Marcel Wanders, Zaha Hadid, Patricia Urquiola, Jaime Hayon, Bauhaus school, Diana Balashova, and my teacher in Visualisation Artyom Kupriyanenko

In the previous years I have been mainly focusing on design of private living spaces, offices and production of interior concepts for advertisement. In the nearest future I am planning to focus on and deepen my experience in design of public spaces such as shops and restaurants. This is relatively new area for me and very exciting. In particular, I am very interested in design of shop windows and balanced combination of merchandising with design. Furthermore, I would like to continue my design blog (de:former) on Instagram and focus on creating 3D concepts.

I think that every aspiring designer should remember that designer profession comes with a lot of stress, workloads whereas creative part of the project usually takes only a small part of the whole work.

Bad time-management can also bring more stress and the whole excitement and joy of creating the design vanishes away very quickly and makes it very hard to distance oneself from the work on the project and relax in the free time.

Every new project is a unique challenge and there is no universal formulas or mathematical equations in how to create a successful design. Therefore one should always approach every project with a fresh sight and mind to be able to actually produce a design which is truly desired by a customer. Therefore routine-lovers are more likely to enjoy technical drawings and more repetitive tasks, which is also part of designer’s work.

In other words, every aspiring designer can find his own niche in the workflow of a design project – it is important to find what you really love to do the most.

From my point of view it is very important to be open minded, have genuine interest for everything new, consistently study, back up your projects, ideas, photos and documents on cloud everyday. Try always to have handy a notebook and pen, study foreign languages, continue your education and take advice only from people who you admire and who inspire you, avoid negative influence and people who don’t believe in you, look for mind like people and co-work with them.

Currently, I’m a freelancer interior designer living in Munich and also CEO of utalentum.com, which was created in 2020. Utalentum is a community for creative people, who want to learn new art skills online.

The design for me is a process of conscious creation based on detailed analysis. This analysis consists of different parts such as thoughts, associations, feelings and trends that are required for design functionality and ergonomics. Design reinforces positive emotions, inspires, recharges and does not leave anyone indifferent. For me design is always connected with other forms of art expression.

I enjoy the most to design interior of private space as apartments, houses etc. I like the idea of particular space reflecting an individual and, at the same time, is comfortable, functional and beautiful. So therefore, the client would feel happy, relaxed and resting while being at home.

One of my favourite carried out interior design projects is “Feeling Good Apartment”, the interior of one bedroom flat in Berlin Mitte for a client from UK. The main goal was to create an ergonomic interior with relaxing and recharging atmosphere. So, the home owner could rest and feel positive after work day in megapolis. The emphasis of this project was on the colour psychophysiological influence on human and also usage of such materials like natural wood and fabric, and metal. I had immediate mutual understanding with the client and project was excepted without single correction. I was monitoring all stages of the project from the beginning to the final realisation, created interior styling and photoshoot. The client was truly satisfied.

My favourite 3D design is digital ad concept „Orange Mood". It’s background idea completely reflects my attitude to life, meaning to be happy and enjoy living every say.

The first project for a company was in Estonia for shoe store MOKI in largest shopping centre in Tallinn called Uelemiste in 2014. It was highly beneficial experience for me and great opportunity to work within all stages from conceptualising to realisation of the project. In addition, I gained experience in designing the furniture, managing the construction, coordination, communication with the client and project management in extremely limited timeframe.

My favourite technology right now is implementing 3D in Augmented reality and 3D Printing. In my opinion, it the future of interior design. I am always supportive of innovations, like to be aware of trends and new developments, and above all, integrate it in my work, to speed up the process, save time where necessary, increasing its quality and offer the client new possibilities.

Most definitely when I had good sleep, in good mood and when I work alone, focused and in comfortable for me conditions. Being in nature, especially near water, also helps a lot.

It’s combination of functionality, comfort and aesthetics. And also, emotional aspect. What type of emotions will person experience in particular space or with particular object.

During the designing process I experience strong flow of energy and strength, realisation of making someone’s world a bit better. The most exciting phase of design process for me is generating ideas and developing concepts, 3d visualisation, and the production stage. This includes choosing materials, furniture, lights, colours, visiting furniture showrooms, hardware stores etc. and then supervising a construction process.

When my design ideas become live, I feel a mix of emotional uplift, happiness and a bit of a sad emptiness as if it was the end of an exciting journey. However, there is always a new project with new exciting challenges which fills me with new energy and new emotions.

It’s the ability to feel and recognise the needs, problems, mood, hidden desires of the client or society. The skill to feel and analyse new trends, information, technology and successfully implemented it. To use all this knowledge in practice and transform it into design.

What type of idea or story is hidden behind the concept and does it actually represent realised design? Does this design solve raised problem? The combination of functionality, comfort and quality of the design. The visual aspect and what emotion it provokes?

To create design considering long lasting durability and how it effects overall the environment and nature. Concentrate on safe production, including recycling and spare Earth’s resources.

Solve society problems.

Make the habitat better and beautiful.

I think that ecological design will have bigger influence in the future. Recycling old possessions and materials , usage of recycled and pollution free resources, all of will be implemented in design in combination with latest technology.

3D printing in construction industry and product design is also evolving.

My last held exhibition was in Berlin Central Galerie in 2016. My design project was amongst other projects, that got in top 30 in competition ArtBattle.

Inspiration always starts with the back up story or idea that is hidden behind the concept. If I create for myself without the client, then ideas are more often spontaneous. When I work for a client, I base the idea on technical task.

The inspiration could come from music, walks in nature, while working out in the gym, reading a book or even while watching a film. The most important thing is to have positive attitude and be open minded. It’s also vital to write down all the ideas, even if they seem to be absurd in first impression.

I also get inspired by other designers, architects, artists photographers and genuinely interesting people. I like to see creative portfolios, projects and visit design exhibitions, listen to pleasant music. Breaking routine can be very beneficial like taking a trip or just changing the surroundings. And also, my best friend Inga supports me and believes in me that motivates me at hard times. The support of my husband helps a lot.

I like to work with modern style, colours and direction using natural raw materials and also integrating latest innovations of material and interior. The combination of minimalistic forms, geometry and architecture that is exposed to space, light and contrast is my favourite way of work. Functionality and aesthetics are main criteria for me. My idea is to bring comfort for people first of all, so that they could feel themselves surrounded by cozy interior reflecting their individuality.

I live in Germany 5 years already. I can’t say if there is impact of cultural heritage of Germany on my design, but I definitely see the difference in clientele. In Germany, overall, client trusts the designer more and is more open to innovations and modern trends and styles.

Usually I work as freelancer on project basis or as an interior designer by the company.

If it’s fixed term project work, then it’s useful to carefully study the designer’s portfolio and analyse how his or her projects, style and quality corresponds with expectations of future project. Is there potential work in the direction that this company is looking for.

But if the subject is regarding permanent employment, then I would suggest treating designers with respect and understanding and create for them comfortable conditions to work, where they can fully express their potential and work productively. Besides the designer’s portfolio, communication and mutual understanding is highly relevant. It’s important to remember, that work in company is beneficial for both sides while both are agreeable with conditions
Good recommendations also play important part.

When I work for a client the project starts with the meeting brief and the planning of technical task. Then I generate different ideas, create mood boards, collect references for inspiration and better understanding of what client wants. Then I work several variations of concept design. When client agrees on which one to work, the next stage is to start working on details such as technical drawings, selection of furniture, materials, decorations, technical drawings of furniture if necessary. If client wishes I create virtual pre-visualisation at this stage too.

When working on my personal project I start with an idea or an insight, there are no particular rules in creation. Every time it’s different.

My sit-stand working desk from IKEA and sit-stand hocker, Meditating frog statue from Riga, Muuto “Elevated Vase” and my painting easels.

My usual day starts with morning exercise, shower, meditation and breakfast then I glance at my day schedule, start first with urgent tasks then important and record the level of completion. Unfinished will carry on for next day. Necessary part of activity is physical exercise minimum one hour walk in fresh air or exercise in the gym.

First of all, to be open minded, have genuine interest for everything new, consistently study, back up your projects, ideas, photos and documents on cloud everyday. Try always to have handy a notebook and pen study foreign languages, continue your education and take advice only from people who you admire and who inspire you , avoid negative influence and people who don’t believe in you, look for mind like people and co-work with them.

I think that every aspiring designer should remember that designer profession comes with a lot of stress, workloads whereas creative part of the project usually takes only a small part of the whole work.

Bad time-management can also bring more stress and the whole excitement and joy of creating the design vanishes away very quickly and makes it very hard to distance oneself from the work on the project and relax in the free time. Every new project is a unique challenge and there is no universal formulas or mathematical equations in how to create a successful design. Therefore one should always approach every project with a fresh sight and mind to be able to actually produce a design which is truly desired by a customer. Therefore routine-lovers are more likely to enjoy technical drawings and more repetitive tasks, which is also part of designer’s work. In other words, every aspiring designer can find his own niche in the workflow of a design project – it is important to find what you really love to do the most.

I think that every aspiring designer should remember that designer profession comes with a lot of stress, workloads whereas creative part of the project usually takes only a small part of the whole work.

Bad time-management can also bring more stress and the whole excitement and joy of creating the design vanishes away very quickly and makes it very hard to distance oneself from the work on the project and relax in the free time. Every new project is a unique challenge and there is no universal formulas or mathematical equations in how to create a successful design. Therefore one should always approach every project with a fresh sight and mind to be able to actually produce a design which is truly desired by a customer. Therefore routine-lovers are more likely to enjoy technical drawings and more repetitive tasks, which is also part of designer’s work. In other words, every aspiring designer can find his own niche in the workflow of a design project – it is important to find what you really love to do the most.

Combination of functionality, comfort and visual aesthetics.

The ability to work without the inspiration, planning skills, the ability and desire to learn quickly, skill to analyse and trust intuition, ability to listen, manage work-life-balance and generally relax when necessary.

Trello, ArchiCad, Photoshop, LightRoom, InDesign, 3dsMax and Corona Renderer, Google Keep, Pinterest, AD, Frame, acrhdaily, hqroom, Windows, Oneplus 5t, a lot of books about design, architecture and art, sketchbook, transparent paper, pigment liners, markers, aquarelle.

Everyday planning and usage of Trello app to manage the projects.

It’s very difficult to answer this because it has to many dependencies. Such as the size of the object, its complexity, due dates, the budget of the project, additional services like photorealistic visualisation, necessary management of construction and speed of received orders. Overall, the interior design of an apartment can take up to 6 months.

I am always amused by the question: “ Can you very quickly (in 20 Minutes, 1 hour etc.) do this project make some sort of design or some concept. It often happens that clients who are not familiar with interior design workflow are completely unaware of work load and different stages it requires. For some peculiar reason those clients are convinced than just in few button clicks the job will be completed.

The most important experience I had when moving into Germany was in the project “Feeling Good Apartment”. I hand an opportunity to work at all stages of realisation of the project from concepts to managing the construction works, organising all orders, keeping the meetings and up-to final interior styling and photoshoot of the apartment.
In Estonia, where I previously worked before moving to Germany, a lot of this stages are managed in different ways so it was crucial for me to gain that experience in new country.

I am not able to reveal confidentiality of my private clients. However, when I worked in different German based companies, our team would work on projects for brand representatives from Allianz, IKEA, Adidas, WalterKnoll, BoConcept, RolfBenz, Muuto etc.

Creating collections of materials, fabrics, furniture, lighting and accessories, while this type of work fills me with energy and happiness.

In the nearest future I am planning to further develop my online-community for creative people - utalentum.com and make it also available for english speakers. Furthermore, I would like to focus on visual conceptual design for online-marketing area.

Usually I work on generating and developing my ideas and concepts by myself as an art-director. When the idea is completed and project worked out then I might require additional co-workers for specific technical tasks, but I also have a positive experience in team working.

I prefer to talk about finished projects after realisation stage.

E-Mail: julia.wagner.pro@gmail.com

Thank you for this interview, for your time and attention.