Elle Decoration & Woolworths recently announced the South African winners of this year’s Elle Decoration Solve Design Competition. This year’s challenge was to design innovative seating.

Sebastian Conran, iconic designer and world-renowned author of design books was the international judge of Elle Solve Sit 2006. iafrica.com sat down with him during his visit to South Africa…

iafrica: If you could choose only one chair to sit in for the rest of your life which chair would that be?

Sebastian: It would have to be the Aeron chair designed by Bill Stumpf who sadly died just last month at the age of 70.

I have had one of these chairs since they were first available and find them sublimely comfortable, and easily adjustable for both deskwork and reclining to read etc. The adjustable arms are ideal for resting your elbows on for the keyboard. My only reservations are that it does look a bit ‘hard–tech’ like it’s been bought at an armaments fair.

My second choice of chair would have to be my old Aluminium Group Management chair by the Charles and Ray Eames also made by Herman Miller.

iafrica: What do you do when you have to sit in an uncomfortable chair, lets say, at the airport or something. What goes through your head?

Sebastian: It is irritating that this sort of fecklessness exists it really takes little effort to design a reasonably comfy chair, just some research, thought and application. Of course, there are situations when people don’t want a person to become too settled, i.e. in a bus stop, fast food establishments etc as a deliberately uncomfortable perch acts as a deterrent for hang-abouts.

iafrica: What should people consider when choosing chairs for their home?

Sebastian: Ideally when choosing a chair for you home you need to consider it’s purpose, whether that be to work eat, socialise, relax etc. I have lots of classic chairs that don’t match in my home. I prefer the eclectic look as opposed to the over coordinated 3-piece suite look. Each designer has given the chair has different features and I like having a choice of chair to relax in.

iafrica: How did you select the Solve Sit winner?

Sebastian: Sadly I was unable to sit in the winning chair myself as I was in another hemisphere! The standard was very high this year but I chose the winning piece because I loved the simplicity of the design. It was the cheeky elegance that won me over!

iafrica: After seeing all the entries, what do you think is the most important thing SA designers need to learn?

Sebastian: I believe we, as designers our responsibility is to create value; value is the engine of commerce, without it there is no trade. To do this we need to concentrate on and balance the emotional and rational aspects of design. In their mind, these young, South African designers must have their target consumer’s needs and wants in mind as well as the market position they wish to appeal too.

iafrica: How can our local designers get their mind space on to an international level? Would it be possible for us to break into the international market?

Sebastian: I have a high regard for the quality of design through out South Africa. It is both sophisticated and contemporary but with a South African accent! The biggest change that has occurred in our world is the use of the World Wide Web as a powerful marketing tool and this is something that should be harnessed by South Africa’s designers.

iafrica: Where do you find inspiration? How do you make sure that your ideas are always fresh?

Sebastian: Inspiration happens anytime anywhere but usually not in the office. Visiting galleries and museums as well as travel [not just to major cities like London, Milan and Tokyo]. For me particularly I find it in nature amongst living creatures, plants and natural forms. Whether it is the colours of autumn leaves or the sculptural smoothness, worn rock. I also find many international magazines provide me with grounding… to understand the thrust of pervading trends and Zeitgeist.

iafrica: How do you avoid brain drain, i.e. mental fatigue? What do you do when the blank page keeps staring back at you and nothing comes of it?

Sebastian: Travel is always inspiring. Also exercise always helps re-invigorate my brain cells (because its so boring?). As does leafing through an inspirational design and lifestyle magazines [when I get the time]. It is difficult to have an idea when you are in a vacuum. However, being in total isolation without any distractions can actually give us wonderful clarity of mind.

iafrica: How do you convince someone else to believe in your idea? And how can you be sure that your idea will succeed?

Sebastian: Self doubt and confidence is a big issue for all creative people in whatever field. If you don’t believe in your self and you own work, why should any one else? Having complete confidence in yourself is the key. However, I’m not afraid to say that there is a certain amount of truth in the saying ‘You have to fake it to make it’.

iafrica: Which product is currently in the direst need of innovation?

Sebastian: Well it certainly isn’t another chair, unless you consider the wheelchair. Why cannot equipment for disabled people be designed to the same standard as sports equipment; to be emotionally enhancing rather than stigmatising. After all a lot of sportspeople do end up in wheelchairs due to occupational injury. This might encourage and lead design for equipment for less fortunate people who have lost limbs through sickness and war.

iafrica: What is the secret of success?

Sebastian: Surround yourself by inspiring people, stick with winners and make sure your employees are always far more intelligent than you!