Doing Design: Looking for the X-Factor

For Gil Sheffi and Yoav Avinoam design is about a lot more than just style.

August 6, 2012 16:20

Produck. (photo credit: Courtesy)


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Einat Kayless Argaman founded DesignBreak in 2009 and since then has gained a large community of daily readers celebrating the design scene in Israel and beyond.

While Gil Sheffi and Yoav Avinoam have had their fair share of separate adventures, not long ago they decided to join forces and form their “Producks Design Studio”. These two industrial designers always look for the X-Factor that will guide them to a new beginning and a new creation.

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By keeping their users always in the back of their minds the outcome is always a joy for the eyes as well as the body and mind.

Can you explain a little bit about your background?

Yoav: We both studied industrial design at the Bezalel Academy of arts and design, Jerusalem, and that’s where we met. However, we started to work together only a couple of years after graduation.

I was born in Petah Tikva. My mother is my connection to the artistic world. As a child I had a great interest in vehicles and their shapes, though I couldn't describe it as design at the time. I did have a great passion for creating out of what was available to me.

Gil: I was also born in Petah Tikva, two years after Yoav. Until the age of three, when I moved to Hod Hasharon, I actually lived just around the block from Yoav, but we didn’t meet until much later. Before doing the army I was interested in basketball. The only roots I can trace to design were my love for building models, Technic Lego and remote control cars.

When did you first decide that you wanted to become designers?


Almost like every other Israeli, we both took a long trip after our military service ended. We traveled different continents. But still, somewhere along the way, while surrounded by nature, wondering what's next, we both came to the same conclusion - Design. There is something wonderful about design. It involves technical knowledge alongside great creativity. We both fell for the prospect of telling a story, through the objects around us.   

Where do you live, what do you like about it and how does it affect your creations?

Gil: Yoav lives in Ramat Hasharon, and I live in Tel Aviv, but we both have relatively big gardens. I love the contrast of living in a cultural center and not being surrounded only by asphalt. To walk on soil has a wonderful feeling.

Yoav: I think there is something special about being a designer in Israel. Being connected to the world and the different industries via the Internet, reaching the global world on one hand, and on the other, the limited small Israeli industry creates a vacuum of challenges and opportunities. Paradoxically, because of this vacuum we operate with no boundaries and limitations, creating from within.

Give us a glimpse into a normal day in your life.

Our daily routine starts with a cup of black coffee, talking about last night’s insights. In the morning, we take care of the studio’s administrative perspectives and meet with clients.

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