Sergey S. Tsoi

deputy director

International Industrial Design Innovations Forum is aimed at promoting students' projects. Why did you decide to support this project? Why are you interested in such a cooperation?

In my opinion, young people are the engine of progress. They feel trends, they are much more mobile and enthusiastic than experienced employees. And frankly, I want to get a powerful inspiration from them.

Does your company already have experience of cooperation with novice designers or you are trying to work with experienced and recognized professionals?

Let's just say: we try to cooperate with outstanding people who have talent. Age and experience here absolutely do not important.

Is it easy for a young designer to get a job in your company?

On our website there is no section with vacancies for designers, if we need an employee, we look through a portfolio of works, then we send out a test task and evaluate the result. If a person can offer something interesting, we hire him. There were cases when someone wrote to us on the mail with a desire to work; the evaluation procedure in this case is the same.

What is the most important for a young industrial designer who has just graduated university? Maybe some personal qualities or luck, or participation in contests, or something else?

Luck and participation in competitions are important, but the main thing is the ability to motivate yourself and work on your professional qualities. In general, the special feature of the adult world is that you will never again have an external overseer in the form of parents and university teachers. You need to do everything by yourself.

Is there any design project that recently made a very strong impression on you?

Ooh, yes, there is. This is one of the projects of the studio Vallee Duhamel. There, in my opinion, all kinds of design and art merge. This video is a sketch showing a fictional city made of cardboard and polystyrene. Here live wonderful people, someone dances a contemporary, someone juggles, someone reads a book. There are giants and lilliputians. The video does not have logic, but it's perfect! The authors created magic. I think that it is so necessary to represent any projects, and not in the form of presentations with text. This is already outdated.

Let's dream. What will the design projects of the future look like? What else did not come up, but it would be worth it?

The future is behind for interactive design projects. When I'm sitting in my kitchen, sometimes I dream that all surfaces are like graphic panels, on which you can draw with children, write down recipes or watch how to cook some dish. It's much more convenient than a phone or other gadgets that can easily be filled with flour or accidentally flooded with water.

The Forum presents many projects from the kitchen design segment. And what would be the perfect kitchen for you? What there should necessarily be?

Firstly, everything should work there, as in the kitchen of the most outstanding chef, that is, as quickly and conveniently. Secondly, the kitchen - it's still a place for the family, so there should be cozy. I love it when natural materials are used in finishing the kitchen - they immerse us in natural beauty. It would be ideal to combine this style with super-modern kitchen appliances. It turns out sincerely and functionally.