We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative YOCA Pvt. Ltd. ("YPL").

Sarah Najmi Bilgrami began her career in 2001. After graduating from the Rhode Island School of Design (RISD) with a Bachelor’s degree in Fine Arts and Architecture, she acquired training as an apprentice. She established Najmi Bilgrami Collaborative (Pvt) Ltd. with her father in 2006, and now serves as its Director. She is also an Associate of the Institute of Architects, Pakistan, a Member of the Pakistan Institute of Interior Designers, and a Life Registered Member of the Pakistan Council of Architects and Town Planners. With her husband Zayd Bilgrami and brother Ahsan Najmi, she founded, YOCA, or Young Collective Artists, a furniture and homeware design brand.

YOCA Pvt. Ltd. Designs

We are pleased to share with you original and innovative design work by YOCA Pvt. Ltd..

Designer Interview of YOCA Pvt. Ltd.:

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?

YPL : All three Partners received a degree in Art and Architecture from Rhode Island school of Design. After which they formed a firm and have been practicing together since. They all have a similar background as they come from design backgrounds where their parents were Architects and Artist so choosing to be designers was an obvious choice for them.

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

YPL : Established in 2009, YOCA, or Young Collective Artists, is a premium Home Couture brand that surfaced from the synergies between three artists; Zayd Bilgrami, Ahsan Najmi and Sarah Najmi Bilgrami who together, bring with them a combination of inspirational creativity, seasoned industry exposure and academic design credentials from the coveted Rhode Island School of Design. The three artists represent a second generation of experts, whose predecessors have to their credit the 35 year architectural practice, Najmi Bilgrami Collaborative Ltd (NBCL), where all three team members are also partners. With a firm understanding of architectural and interior design and scales, YOCA premium home furniture store takes pride in producing unique pieces as their own with no compromise on aesthetics and design, the core elements for any piece of furniture. YOCA is the only home boutique in Pakistan that is run by professionally trained architects. For YOCA, excellence, quality and finesse in design are the most essential ingredients. With a philosophy of utilizing the best materials to imagination, they are distinguished by their understated elegance.

DI: What is "design" for you?

YPL : Design is an expression of self, your ability to create something and connect with people visually. It evokes an emotion in people through what you create.

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

YPL : Something I feel passionate about and have complete design freedom to create that which is close to my heart.

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

YPL : A cot for a very special client (my daughter)

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

YPL : During designing definitely need to focus at the balance between form and function.

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

YPL : High passion, exuberation!, contemplation, euphoria, frustration

DI: What makes a design successful?

YPL : If your creative endeavours are realised and meets what it is meant to do and super cedes your expectations it is considered to be successful.

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

YPL : Aesthetics and sustainability.

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

YPL : Integration of technology.

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

YPL : Music, travels, reading and human interactions.

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?

YPL : Pakistan. There is a lot of ancient style of carpentry and all lend to create the timeless pieces. The pros are that the old craftsmanship still exists and cons would be since it is a developing country the labour is not educated, but hopefully we at YOCA are aiming to change that with a literary program setup.

DI: Can you talk a little about your design process?

YPL : We start with making hand sketches and then have multiple design charets where the design is evolved further, design reiterations, there are several trial and error as we explore different materials, we even make model first 3D and then actuals to understand the different scales and proportions until we finally conclude and then final production takes place.

DI: What are 5 of your favorite design items at home?

YPL : My bed, bed side table, coffee table in my bedroom, dining table and the Armoire.

DI: What is your "golden rule" in design?

YPL : Stay true to yourself.

DI: What skills are most important for a designer?

YPL : The ability to see good design, to have an aesthetic sense. Learning the craft to manipulate materials and to have an eye for proportions.

DI: What type of design work do you enjoy the most and why?

YPL : I enjoy most when given complete design freedom to create that which is close to my heart.

DI: Do you work as a team, or do you develop your designs yourself?

YPL : We work as a team.

DI: How can people contact you?

YPL : You can contact us at info@yocainc.com or at +922135242629