We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Lea Vavra ("LV").
Kištra is a small design company from Zagreb. It was founded by industrial designer Lea Vavra. The core Kištra's business is the design and production of interactive, handmade soft toys for children. Kištra originates from the first plush toy manufacturing company in Zagreb (Croatia) – „Igračke Vavra“, which was founded by Lea's grandmother. From her, she inherited a love for toys and quality handmade products. What makes Kištra's toys special is the purposeful design that helps to refine fine motor skills and develop each child's creative skills.
Lea Vavra Designs
We are pleased to share with you original and innovative design work by Lea Vavra.
Lea Vavra Design - Gumbek Didactic Toy
Designer Interview of Lea Vavra:
DI: Could you please tell us more about your art and design background? What made you become an artist/designer? Have you always wanted to be a designer?
LV : I grew up in a family of architects, so architecture and design were always part of my everyday life. Studying design at the Faculty of Architecture in Zagreb felt like a natural continuation of that environment. I don’t recall a specific turning point — I was always heading in this direction, and by high school I was certain I wanted to become a designer.
DI: Can you tell us more about your company / design studio?
LV : I work under my own studio name, kištra, which I founded shortly after finishing university. It is a one-person studio focused on designing and producing children’s didactic plush toys, combining my design education with my family’s long tradition of toy making.
DI: What is "design" for you?
LV : For me, design is about solving problems in a thoughtful and practical way, while also creating objects that are aesthetically pleasing and emotionally engaging.
DI: What kinds of works do you like designing most?
LV : I most enjoy designing toys, especially didactic toys, but I’m also interested in everyday usable objects.
DI: What is your most favorite design, could you please tell more about it?
LV : My favorite project is Gumbeki, the modular didactic plush toy for which I received the A' Design Award. I started developing it as my master’s thesis and later completed it. It represents my values as a designer and confirmed my focus on toy design.
DI: What was the first thing you designed for a company?
LV : The first thing I designed for a company was a set of makeup brushes while I was still in college.
DI: What is your favorite material / platform / technology?
LV : I enjoy working with textiles and soft materials, especially when they are natural. In terms of tools, I like combining hand sketching with digital design software.
DI: When do you feel the most creative?
LV : I feel most creative when I come across something that sparks an idea and I can immediately start developing it.
DI: Which aspects of a design do you focus more during designing?
LV : Functionality and usability come first, especially when designing for children, followed closely by aesthetics.
DI: What kind of emotions do you feel when you design?
LV : I usually feel excited and deeply engaged in the process.
DI: What kind of emotions do you feel when your designs are realized?
LV : I’m often nervous before others see the final result, but also proud once the design is out in the world.
DI: What makes a design successful?
LV : A design is successful if it fulfills its purpose, is easy to use, and positively impacts the user.
DI: When judging a design as good or bad, which aspects do you consider first?
LV : I first consider functionality and how intuitively the object is used, and then its visual quality.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
LV : Designers have a responsibility toward society and the environment. In my work, this means creating toys that support children’s development, using natural materials when possible, and minimizing production waste.
DI: How do you think the "design field" is evolving? What is the future of design?
LV : Design is becoming increasingly interdisciplinary and socially aware. I believe the future of design lies in responsibility, sustainability, and meaningful use.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
LV : My latest exhibition was in 2022 at the Ethnographic Museum in Zagreb, as part of the exhibition “Toys – Childhood Forever.” I would like to continue exhibiting when the right opportunity arises.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
LV : My inspiration mostly comes from everyday life — observing people, children, and daily routines. Staying curious helps feed my creativity.
DI: How would you describe your design style? What made you explore more this style and what are the main characteristics of your style? What's your approach to design?
LV : I would describe my style as playful and intuitive. It is strongly influenced by personal taste and develops naturally through my process rather than through a conscious stylistic decision.
DI: Where do you live? Do you feel the cultural heritage of your country affects your designs? What are the pros and cons during designing as a result of living in your country?
LV : I live in Zagreb, Croatia. While I’m not always consciously aware of it, my cultural background and family tradition clearly influence my work. I’m especially interested in designs that preserve cultural heritage.
DI: How do you work with companies?
LV : Since I'm currently focused on toy design, I usually work with companies by designing plush toys based on their mascots or visual identities.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
LV : Companies should carefully research what kind of designer they need, as designers specialize in different fields. A good match is essential for successful collaboration.
DI: Can you talk a little about your design process?
LV : My process typically moves from idea generation and research through design guidelines, sketching, design, prototyping, iterative improvements, and finally the completed product.
DI: What are 5 of your favorite design items at home?
LV : I don’t specifically collect design objects, so this question is difficult for me to answer.
DI: Can you describe a day in your life?
LV : Most days revolve around work, balanced with spending time at home with my two dogs and my cat, which brings a nice sense of routine and calm.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
LV : Stay curious, patient, and positive, and don’t be discouraged by uncertainty early in your career.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
LV : The biggest challenge can be financial insecurity, especially in my country. However, the creative freedom and fulfillment strongly outweigh the negatives for me.
DI: What is your "golden rule" in design?
LV : A design must be functional and helpful to people, while also being aesthetically pleasing.
DI: What skills are most important for a designer?
LV : Creativity, problem-solving, and persistence.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
LV : I sketch by hand and use AutoCAD, Rhinoceros, Adobe Illustrator, and InDesign, along with physical prototyping materials.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
LV : When projects become intense, I tend to fully immerse myself in them, sometimes at the expense of rest, which is something I’m still working on improving.
DI: How long does it take to design an object from beginning to end?
LV : On average, about a month, depending on complexity.
DI: What is the most frequently asked question to you, as a designer?
LV : People often ask what exactly an industrial designer actually does, because it's not a very well known field to most people.
DI: What was your most important job experience?
LV : Working on my project Gumbeki was probably the most important experience, as it defined my direction as a toy designer.
DI: Who are some of your clients?
LV : My clients are mostly parents and individuals, with occasional company collaborations.
DI: What type of design work do you enjoy the most and why?
LV : Designing didactic toys, because they combine creativity, function, and positive impact on children.
DI: What are your future plans? What is next for you?
LV : I plan to continue expanding my collection of didactic toys, but I’m also starting to pursue my interests outside of toy design.
DI: Do you work as a team, or do you develop your designs yourself?
LV : I mostly work independently, occasionally collaborating when needed.
DI: Do you have any works-in-progress being designed that you would like to talk about?
LV : At the moment, I don’t have any projects I can publicly discuss.
DI: How can people contact you?
LV : Via email lea@kistra.hr.