We, as the Designer Interviews ("DI") had the distinct pleasure and opportunity to interview award-winning, most creative and innovative Danilo Villanueva & Makina & Co ("DV&M&C").
Danilo has been in the advertising industry for 15+ years now working in multinational agencies like Saatchi, TBWA Chiat Day, Leo Burnett, BBDO and MRM/Mccann. He's gained global experience working in Los Angeles, Dubai, Beijing/Shanghai, Hong Kong and New York. He has built local and global integrated campaigns for major brands like BMW, Mercedes-Benz, Visa, Emirates Airlines, Sony, General Motors and Tencent. In 2014, he founded a company called Makina & Co where he's won several design awards from organizations like A' Design Awards, European Product Design Awards, International Design Awards, New York Product Design Awards, Muse Design Awards, London Design awards, London International Creative Competition and others. He has served as jury member for the One Club's ADC 103rd Annual Awards, London Design Award, Muse Design Awards, Adstars/Madstars and others. His work for Makina have gained recognition from local and international design, watch-expert, news publications like Esquire, Designboom Italy, Monochrome Watches Amsterdam, Time and Tide Watches Melbourne, Worn and Wound USA, Watchpro London, Watch Life News Tokyo, ANCX Philippines, The Manila Times Philippines and more.
Danilo Villanueva & Makina & Co Designs
We are pleased to share with you original and innovative design work by Danilo Villanueva & Makina & Co.
Danilo Villanueva & Makina & Co Design - Makina Andras I Watch
Designer Interview of Danilo Villanueva & Makina & Co:
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?
DV&M&C : I've always excelled in art. Thankfully, graphic design was an elective in my High School in Melbourne, Australia. That's when I discovered design and my passion for it.
DI: Can you tell us more about your company / design studio?
DV&M&C : Makina Watches is a watch brand from the Philippines. All watches are designed, engineered and made in the Philippines with movements coming from Switzerland and some parts from Hong Kong. Although it is a business, our intent is to maintain a passion project mindset when developing products and building our brand; we release products based on what we like and not popular trends or what sells more. Even though Makina primarily targets the niche world of watch enthusiasts, we are comfortable in pushing watch design archetypes towards directions that may not sit comfortably well with watch purists whom Makina intends to speak to.
DI: What is "design" for you?
DV&M&C : To me, design is when idea, beauty and function come together to evoke the right kind of response from those who experience it.
DI: What kinds of works do you like designing most?
DV&M&C : Product Design
DI: What is your most favorite design, could you please tell more about it?
DV&M&C : This changes from time to time but I am currently captivated by Brutalist Design. I'm drawn to its grand beauty, raw character, and enduring modern appeal.
DI: What was the first thing you designed for a company?
DV&M&C : The first thing I've ever designed for Makina & Co is a timepiece called Mephisto.
DI: When do you feel the most creative?
DV&M&C : Like most, I'm most creative when I'm at my happiest. It's just not possible to create things that you'd be content with otherwise. Also, I tend to be most creative when I'm around a little bit of chaos and busy environments, always outside like cafe's and hookah lounges.
DI: What kind of emotions do you feel when your designs are realized?
DV&M&C : Excitement and eagerness to get it out there for the world to experience.
DI: What makes a design successful?
DV&M&C : I think design is most successful when it evokes the exact emotion from people as the designer intended.
DI: When judging a design as good or bad, which aspects do you consider first?
DV&M&C : When judging, I consider first impressions first and foremost which is usually guided by how surprising, how new or how bold a design piece is. You're either wowed and intrigued from the start or not. It's what separates great designs from good designs.
DI: From your point of view, what are the responsibilities of a designer for society and environment?
DV&M&C : To me, everyone needs. to play a role in regards to environmental sustainability. Although it not a necessity, I feel that designers should take it upon themselves to set a good example and present work to clients ideas that are good for the environment especially when it's not on the brief and when they are not expecting it.
DI: How do you think the "design field" is evolving? What is the future of design?
DV&M&C : Predicting trends has become increasingly challenging in today's rapidly evolving landscape of new technologies and swiftly changing trends. However, what I want to emphasise is this: while the appearance and craftsmanship of designs will evolve, the core principles will remain constant. The significance of insight, concept, and purpose in design is timeless. At times, these emerging technologies and trends can divert our focus from these fundamental elements. It's crucial not to lose sight of whom we're designing for, how they will interact with our designs, and the messages we wish our designs to convey to them.
DI: When was your last exhibition and where was it? And when do you want to hold your next exhibition?
DV&M&C : As for our watch company, we've never had the need for exhibitions but very much open to holding one as soon as there is opportunity to do so.
DI: Where does the design inspiration for your works come from? How do you feed your creativity? What are your sources of inspirations?
DV&M&C : This changes all the time for me too. One thing that doesn’t change in my process is making sure that I stay away from the computer, from the internet for several days and draw inspiration from my own brain first and mentally dig up things I’ve seen and experienced in the past. Traveling and experiencing the world is better than surfing the web for inspiration. If it is inspiration in the form of an object, design or architecture that is memorable to me, it must mean something to me and, if used effectively, it will more likely give the final design the unique personal touch that I am looking for
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?
DV&M&C : I will say that minimalism, personally, is not my go-to approach because minimalism strips away character. Character is important to me because it’s what gives non-living things that human-touch. I also think “perfect” is boring. When designing, I usually like to add imperfections or design cues that wouldn’t normally be considered popular design decisions. "Perfectly imperfect" is not a design style but it is a direction I inject in our work because it really is a reflection of humanity and daily life.
DI: What are your suggestions to companies for working with a designer? How can companies select a good designer?
DV&M&C : If you need something done well and within in a critical time frame, hire experienced designers in the exact industry you're looking for. If you're looking for something new and bold, hire experienced designers who aren't necessarily specialized in the industry you're looking for and partner them up with engineers whom are. Hire them as early as possible and give them as much time as possible. Trust your designers.
DI: What are 5 of your favorite design items at home?
DV&M&C : Grand Piano. Jaeger-Lecoultre Reverso. Grado G1000. Cartier Santos Dumont Carree. Lego.
DI: Could you please share some pearls of wisdom for young designers? What are your suggestions to young, up and coming designers?
DV&M&C : Absolutely engage in award initiatives such as the A' Design Award, but avoid making winning awards the primary goal of your work. Remain faithful to your brand or unique style, and keep in touch with the reasons you originally fell in love with design. Awards should naturally arise as a result of combining effort, purpose and talent.
DI: From your perspective, what would you say are some positives and negatives of being a designer?
DV&M&C : If you're born to be a designer, the craft will never let you down. It's the people you work with or work for that will determine a good day or a bad one. Focus on the craft at the beginning of your career and then really contemplate on building your own thing, be the boss of your own firm and maybe then, you'll have more control of your environment and the people you surround yourself with. At that point, everything is generally positive about being a designer.
DI: What is your "golden rule" in design?
DV&M&C : Whatever it is, it has to have character.
DI: What skills are most important for a designer?
DV&M&C : The ability to understand a brief and deliver beyond it. The ability and desire to create something new, no matter the brief.
DI: Which tools do you use during design? What is inside your toolbox? Such as software, application, hardware, books, sources of inspiration etc.?
DV&M&C : Photoshop, Illustrator, Lightroom, Fusion 360.
DI: Designing can sometimes be a really time consuming task, how do you manage your time?
DV&M&C : There's really no way around this but to make time. Design is a crucial part of our company because it is the product of the company. Without it, there is no company. And so, if launches have to be pushed and customers have to wait, then that is what needs to happen.
DI: How long does it take to design an object from beginning to end?
DV&M&C : It really varies. But my most successful designs, I find, were the one that were quickest to conceptualize and therefore execute.
DI: What is the most frequently asked question to you, as a designer?
DV&M&C : Where do you get your inspiration from?
DI: What was your most important job experience?
DV&M&C : My first role as a creative director. It's when I learned most about people.
DI: What type of design work do you enjoy the most and why?
DV&M&C : Product Design because there is no other way to experience it fully than in person which is quite refreshing especially when living in a world of screens where most of everything is really designed for 2D experiences.
DI: Do you work as a team, or do you develop your designs yourself?
DV&M&C : As founder and creative director, I build conceptual designs. I then hand over to team members of different expertise to help finetune and finesse, ready for mass production.
DI: Do you have any works-in-progress being designed that you would like to talk about?
DV&M&C : We're currently bringing back a new iteration of one of our first designs after 7 years. It's a model people have been asking us about since it being sold out. We're also designing another piece that is more eclectic in terms of design style and rougher in persona but premium at the same time. They both come out this year.
DI: How can people contact you?
DV&M&C : On our website. Via email or social media.