(photo credit: Courtesy)
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.
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.
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?
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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
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.
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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