Мировая известность настигла Ora-Ito слишком рано, отчего может показаться, что все его эксцентрические жесты - от избалованности. Это не так. Ora-Ito - pragmatist to fingertips. We met with the designer as part of the Moscow Fashion Week at the invitation of the company GORENJE. He gave the previous interview lying on the floor, and kindly agreed to behave with us and talk over a cup of coffee. However, several times a security officer stopped trying Ora-Ito put your feet on the table. An excellent metaphor of the relationship between some big serious company and a young, very ambitious designer.

SALON: You are coming to Moscow for the second time at the height of Fashion Week. How are your relationships with the fashion industry?

 - I cooperate with some brands, but I do not have the so-called fashionable instinct. In other words, the things I do cannot have a statute of limitations.

S: That is, you do not know what they wear now?

 - I know, of course, but I don’t go to the store for what is shown on the runways. In industrial design, the laws are simpler: a thing must be relevant for twenty years, no less.

S: Sneakers or rough leather shoes?

 - Boots. Although right now I'm working on the design of sports shoes. I cannot reveal the brand name yet.

S: Here you present your work for GORENJE. You have created a whole line of household appliances for the kitchen, although you do not cook it yourself. What tasks did you set for yourself?

 - Make a collection that is not worth the crazy money, but it looks luxurious. We started with the collection, decided in black. But after us followed other brands. Black has become a trend. And then we released the white collection.

S: Where does the design process begin?

- I ask myself questions. Answers to these questions give rise to design.

S: What were the questions in the case GORENJE?

 - What am I touching? To handle. What unites all the items in the kitchen? A pen. And so on. I started working on the design of the pen, which became the main focus in the collection. It seems as if she is just suspended in the air.

S: By the way, why is the home appliance department always the most boring in any department store? I had to watch a huge number of daring concepts, what happens to them?

 - It so happened that this is the most conservative area of ​​industrial design. For some reason It is believed that people will not buy a round washing machine or a yellow refrigerator.

S: Except for home appliances, the world is oversaturated with design. Are you not tired of the fact that the word itself has become a sales tool?

 - Absolutely. Design for design? This is my design now. But after a few years I will leave this occupation. I do not want to ever say, summing up my life: I created a chair, I created a table, I created a lamp, I achieved everything. This is ridiculous. My ambitions go much further.

S: Imagine that you are a star of the scale of Madonna and can prohibit asking you any specific questions.

 - I would ban all questions starting with "What is your favorite ...". I have no favorite things, because I perceive the world in all its diversity. I'm listening to hip hopwhen I'm in the car, classical music, when I read a book, and electronic, when I get to the club. And so with everything.

S: As far as I know, you have never invented fundamentally new forms, that is, such items, the purpose of which you did not immediately guess.

 - Improving the shape of things is more difficult than coming up with a new one. Making a fork and a knife that doesn't look like a fork and a knife is simple enough. Evolution is a much more subtle thing than a revolution.

S: There is a feeling that you are afraid for people. The things you think up are always rounded corners. In addition to jokes, the ball is supposedly at the heart of your design.

 - Indeed, I'm afraid. For example, yesterday I strongly hurt myself on the table.

S: I thought you like danger.

 “But not when it comes from the table.”