We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Ela Pincu ("EP").

Ela Liberman Pincu, born and raised in Jerusalem, holds a Bachelor degree of Design and a Master degree of Industrial design for medical purposes (Graduated with honors). The beginning of her professional experience included work for different companies and after a few years, in 2008, Ela established her own studio- Liberela design & development. The studio is located in Sitria, a rural and peaceful village, overlooking olive trees and horse stables. During the years Ela has led numerous projects for leading firms in Israel, USA and England in a variety of fields; medical devices, Hi Tech products, consumer and packaging. Her studio offers a wide range of design services; detailed research, initial concept design, illustration, Plastic engineering and manufacturing. End-to-end design and development solutions.

Ela Pincu Designs

We are pleased to share with you original and innovative design work by Ela Pincu.

Designer Interview of Ela Pincu:

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?

EP : Industrial design for me is a combination between my two loves: Art (a place with no limits and no rights and wrongs) and mathematical equation (where there is only one correct answer). For me it is the place to find the optimal solution in a creative way.

DI: Can you tell us more about your company / design studio?

EP : LIBERELA- DESIGN & DEVELOPMENT is an industrial design studio specializes in consumer electronics design and medical device design.   LIBERELA offers a complete design service: market research, Innovative concept development, Product design, Prototypes, Plastic engineering, Realistic illustrations, and Presentations.

DI: What is "design" for you?

EP : I believe that design is much more than aesthetic issues, a good design combines Functionality, Usability and Desirability.

DI: What kinds of works do you like designing most?

EP : Medical devices, I truly feel that by designing medical devices, I help the world be a bit better. I like working on projects that take a long and unpleasant procedures and make it easier and more comfort for the user.

DI: What is your most favorite design, could you please tell more about it?

EP : I always say that being an industrial designer is almost like being a surrogate mother, I carry each project for a long period of time and than I have to say goodbye. Each product I designed is like a child of mine.

DI: What was the first thing you designed for a company?

EP : My first design was a security check point for airports. The research was very interesting and I learnt a lot.

DI: What is your favorite material / platform / technology?

EP : I mostly work with plastic, which can tolerate almost any crazy shape.

DI: When do you feel the most creative?

EP : When I find a solution for a complicated ergonomic problem, or a mechanical issue. At the point when all pieces are coming together.

DI: Which aspects of a design do you focus more during designing?

EP : I start every project with the main concern of Functionality and Usability, only after solving these two issues and designing a scheme of the product, I start exploring the design language for the fit Look & Feel.

DI: What kind of emotions do you feel when you design?

EP : Courage- each project makes me jump into a new field

DI: What kind of emotions do you feel when your designs are realized?

EP : Like giving birth to a new child. I'm a mother of two beautiful sons and a surrogate mother for many products.

DI: What makes a design successful?

EP : Easy to use and pleasant to the eye

DI: When judging a design as good or bad, which aspects do you consider first?

EP : I believe that a good design must be a combination of all three: Functionality, Usability and Desirability. At the end there are all equally important.

DI: From your point of view, what are the responsibilities of a designer for society and environment?

EP : Less Ego. Sometimes a more simple, friendly, familiar design is better than a unique "show off" design. especially in the medical devices field where both patient and medical teams prefer the "known" over the "new". Be creative in your solutions for mechanical and ergonomics issues, create a user friendly scenario, design the product for your clients, not for your website.

DI: How do you think the "design field" is evolving? What is the future of design?

EP : I believe that designers are getting much deeper in the development process, clients understand now that the designer's job is not only to make the package nicer.

DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?

EP : My view from my studio's window is a farm view of olive trees and horses, it is the best inspiration one can have.

DI: How do you work with companies?

EP : In the begging of the process, I play the Devil's advocate part. I raise all the annoying questions and all the worst scenarios could happen using there product. This is a good start for designing something for the un-trained user.

DI: What skills are most important for a designer?

EP : curiosity

DI: How long does it take to design an object from beginning to end?

EP : The design process can take several months and it sometimes can take years.

DI: How can people contact you?

EP : All my contact details are in me web site: www.liberela.com