Redefining the conventional notions of artistry and innovation

In the world of design, the journey of Bo Zhang, founder of Desz Office, is marked by a profound commitment to infusing beauty into the ordinary facets of life that often go unnoticed. His creative narrative unfolds against a backdrop of diverse cultural influences.

Zhang’s journey, shaped by experiences in Italy and the United States, reflects a fusion of aesthetics and functionality, ultimately revealing how design can be a powerful force for transformation. He firmly believes that exceptional artworks should possess a palpable sentiment, exuding a soulful essence that transcends mere objects.

Desz Office has garnered international acclaim for its exceptional originality and unparalleled creations, securing a well-deserved place in the global design landscape. In this exclusive interview, the Chinese designer shares insights into his artistic evolution, design philosophy, and the impact of his work on the world around us.

How did your journey in the world of design begin? What is your background?

Bo Zhang:

“I am Bo Zhang, hailing from China, and while I’m often referred to as an artist and designer, I prefer to label myself as a creator. My craft revolves around uncovering the beauty in everyday objects that often go unnoticed in our daily lives.

My formative years in Italy were marked by professional learning in the realms of product design and furniture design. It was during this time that I realized the importance of striking a balance between functionality and aesthetics in creating exceptional products. I discovered that people are drawn to products not only for their utility but also for their visual appeal.

In the heartland of the Renaissance, the Apennine Peninsula, I observed that products carried with them a certain romantic essence, often reflecting the cultural foundations of their creators. This experience left a profound imprint on my creative approach, influencing both the aesthetics and functionality of my work.

In 2015, I embarked on a journey to the United States, a melting pot of cultures where everyone possesses unique perceptions and definitions of beauty. Here, American artists expanded the horizons of aesthetics, catering to a broader audience and market. The concept of creation here emphasized individuality and resonated with a diverse range of audiences, fueling artists with even more inspiration and potential.

The second phase of my creative journey unfolded while working in a New York art studio, where I had constant exposure to real artworks and various art expression techniques. These experiences, coupled with accumulated knowledge, helped me discover my distinctive approach to harmonizing art and design.

Upon establishing my own studio, Desz Office, I solidified my design philosophy and artistic expression, forging a path where I blend Chinese and Asian cultural influences to birth novel ideas. My meticulous research breathes life into seemingly ordinary and overlooked objects, transforming them into interactive and engaging pieces of art that defy convention. I firmly believe that art represents a unique form of expression that transcends language, communicating ideas and emotions that surpass the physical presence of the artwork itself.”

How would you describe your design philosophy and approach?

Bo Zhang:

“In my design philosophy, I find beauty in the familiar, often referred to as the beauty of the everyday, or natural beauty. Paradoxically, the very things that are a part of our daily lives are often overlooked precisely because they are so commonplace. This is why I gravitate toward starting my creative journey with everyday objects, infusing them with my inspiration.

Through my design and creative process, I infuse these objects with emotion and aesthetics, offering people fresh perspectives and allowing them to discover a newfound appreciation for the things that surround them. My aim is to show that even the most ordinary items can be seen from unexpected angles, offering viewers a delightful sense of surprise.

Growing up in the cultural milieu of China and Asia has deeply influenced my creative approach. Eastern philosophy values restraint, tranquility, the natural world, and resilience. It places a high regard on nature, often celebrating its inherent beauty and the subtle power it holds. My aspiration is to harness my creativity to facilitate a dialogue between people and the natural world, transforming everyday objects into something enchanting and remarkable. After my experiences of studying and working in both Europe and the United States, I’ve gradually honed a mindset that seeks to uncover moments of astonishment within the mundane.”

What are unique or signature design techniques or approaches that set Desz Office apart from other design studios in the industry?

Bo Zhang:

“Crafting groundbreaking designs is a concept that I deeply value and uphold. This original spirit serves as the bedrock for my works to attain international acclaim. In my perspective, designers tend to prioritize factors such as functionality, aesthetics, and serving a broader audience. Artists, on the other hand, have a more personal approach, focusing on self-expression. A creator, starting from a blank canvas, isn’t constrained by the need to cater excessively to others.

Present-day design often exhibits a degree of convergence and a strong commercial influence, leading to repetitive and formulaic creations. The creator, however, remains steadfast in the pursuit of originality, constantly striving to forge new and unprecedented designs. This philosophy has always been the guiding principle of Desz Office. The creator embodies an exploratory spirit, opting for innovation over producing an abundance of meaningless creations.

Personally, I resonate more with the notion of “exploration” than “guardianship.” To illustrate, I’m reminded of a line from the renowned movie “Interstellar”: “We are explorers, not guardians.” Each time I engage in the creative process to birth new works, it fills me with immense joy and excitement.”

Which designers/architects are you inspired or influenced by? What other fields and inputs outside of the design world provide you inspiration?

Bo Zhang:

“I have a strong admiration for Italian designers such as Achille Castiglioni and Piero Lissoni. Italian design, in my view, possesses an artistic quality, striking a harmonious balance between functionality and aesthetics. As an Asian, I’ve also been deeply influenced by Japanese design, which differs from Italian design in its emphasis on the relationship between natural materials and people.

Prominent figures like Tokujin Yoshioka and YOY exemplify this approach by focusing on nature, materials, and culture. They skillfully use the language of design to seamlessly integrate these elements, offering viewers a fresh and unique experience.

Beyond design, my passion for travel has been instrumental in broadening my horizons. It allows me to observe, listen, and interact with a wide array of experiences that extend beyond my previous knowledge. This exposure proves invaluable for my creative inspiration. Traveling exposes me to the wonders of the natural world, diverse human experiences, and even the dynamics of various markets.

When I visit different cities and explore stores, I not only encounter intriguing products but, more importantly, witness the public’s and market’s reactions to them. User feedback plays a crucial role, enabling me to approach my design work from an additional perspective, one that is rooted in the user’s needs and preferences. It’s essential to remember that designers create not for themselves but for the benefit of the public.”

What role does research play in the design process at Desz Office? How do you gather insights and incorporate them into your designs?

Bo Zhang:

“Firstly, there’s the essential aspect of conducting background research for a creative concept. This entails delving into cultural and historical contexts, among other factors. These research efforts infuse the product with a deeper essence, allowing everyone to grasp its significance and narrative. Another crucial facet is the business dimension, which necessitates extensive research into the shortcomings of existing products, user requirements, and opportunities for product enhancement.

This approach ensures a thorough exploration of potential user-centric improvements, thus enhancing market prospects. Additionally, process research plays a pivotal role. Exploring various techniques and materials becomes paramount in translating my ideas into tangible creations, ultimately facilitating the presentation of more refined and perfected works. Following the collection of information, I engage in comprehensive reflection and integration.

This involves extracting numerous key insights and seamlessly incorporating them into different phases of the design process, highlighting the pivotal role of research throughout the entire design journey.”

Can you walk me through the typical timeline and process for a design project with Desz Office, from initial consultation to final delivery?

Bo Zhang:

“When I receive a design invitation or request, my process typically unfolds in several key stages. Initially, I allocate a significant amount of time, usually spanning 1-2 weeks, for in-depth discussions with the client or requester to truly understand their desires and objectives.

Following this, I embark on extensive market research, spanning approximately 2 weeks, to pinpoint the unique selling points and creative elements that will define the product. Subsequently, I delve into a series of explorations and prototype concept testing over the course of approximately 2 weeks. During this phase, I harness the power of computers and various tools to translate these concepts into tangible models.

These models are then transformed into physical objects, which undergo rigorous evaluation to assess their presentation impact, creativity, and market viability, requiring approximately 2-3 weeks. After multiple rounds of thorough evaluation and necessary revisions, the stage is set for the actual product development, which typically spans around 2 weeks.”

What are the most difficult and most exciting parts of your practice?

Bo Zhang:

“The most challenging phase undoubtedly resides in the conception of the concept itself. In today’s market, with an abundance of classic and exceptional products, crafting an innovative masterpiece presents a formidable task. It necessitates extensive research, experimentation, and the willingness to embrace failure as part of the creative process.

Yet, the most exhilarating moment arrives when I ultimately succeed in crafting an innovative artwork that not only satisfies my own artistic standards but also resonates with a broad audience. Such an achievement, one that is truly unprecedented and garners widespread appreciation, embodies the essence of a great work. A truly remarkable creation has the power to captivate the public, offering them aesthetic delight, functional utility, and cultural enrichment, thereby benefitting them in multifaceted ways.”

Unlimited budget, unlimited resources: what is the project that you would develop and why? What would it look like?

Bo Zhang:

“This is an excellent question, and from my perspective, design is just one avenue through which I can engage in truly meaningful endeavors; it’s not the sole realm of my pursuits. As a designer, my aspiration is to contribute to the betterment of society, the environment, and the well-being of the public through the medium of design. For instance, one of the projects I am currently championing is the Traditional Skills Renewal Initiative.

This initiative not only aims to enhance the daily lives of the public by delivering superior everyday products but also has a more profound mission. It is dedicated to the preservation and propagation of traditional skills from around the world, particularly those on the verge of extinction. As consumers use these products, they gain insight into these cultures and techniques, fostering a deeper appreciation for our shared heritage.

Throughout the entire packaging box production process, I place a strong emphasis on sourcing more natural and eco-friendly materials. Environmental responsibility is a paramount concern for designers today. Projects like these ultimately serve the interests of the public, culture, traditional skills, the environment, and society as a whole. The specific details of the project entail discovering and resurrecting exceptional traditional crafts and cultures.

We utilize modern design principles and natural materials to create everyday essentials for the public. Employing well-thought-out marketing strategies, we establish a brand that resonates with and is embraced by the public. The profits generated are reinvested in traditional skills and artisanal communities, ensuring the continuity and flourishing of these cultural treasures and exceptional talents.

Certainly, my hope is that after reading this interview, more individuals will be inspired to join our endeavor. You are welcome to reach out to me at any time if you wish to participate in this project.”