Design is everywhere—from the clothes we wear, and the car we drive—to coffee cups in our hands, and the buildings we work in. The world around us has been shaped to our needs by the constant efforts of creative geniuses working behind the scenes. And nowhere is this truer than in the congress exhibition space. We caught up with Art Director & Industrial Designer, Oren Shtosser—who, many would argue, represents the core of Tamooz and its design philosophy—to gain a better understanding of design thinking, how it informs his work for clients, and where he sees things going next.

What makes great design? 

Flexibility

In this industry, we have to be ready to listen and make tangible adaptations.

Simplicity

Design where the impact comes naturally—where you can’t see the effort and the condensing that has to be done throughout the process. There is usually a lot of effort made to fit things in (e.g. a wall or a graphic)—the design I enjoy most feels natural.

I don’t look for the designer in a design. If a design is too defined, you can see the designer. I prefer to go back to simplicity, and effort-free design.

High aesthetic value

Our work should always be pleasing to look at—creating an environment that invites the audience in, and makes you want to be part of it.

Where do you draw your inspiration from?

I draw most of my inspiration from outside of work, and even outside our industry—external architecture, urban life, and other built up areas. I try to create real environments, not booths that exist for 3 days—experiences that live on. Authentic and believable atmospheres. 

How do you stay innovative?

I start with ongoing analysis. When a brief comes in, we have to analyze the things we see and the things we don’t see. That provides the base.

Personal Awareness

Making sure that I don’t fall into design clichés/patterns.

Environmental Awareness

Always making sure I’m aware of what’s happening in the world and in the industry.

Avoiding False Innovation

Sometimes we rely too much on technology, and convince ourselves that this is innovation. Using the newest AV equipment to catch attention isn’t enough—if the experience isn’t immersive, it’s not a true solution. It’s not just about the hardware, it’s about the content and the overall experience. This industry uses a lot of imitation, and we all see experiences that we want to recreate. For me innovation isn’t about just fulfilling an expectation—it’s about creating a new and fully immersive experience.

How will technology change the design process in the coming years?

Progressive design isn’t based on technology. However, the tools we have to visualize our ideas are improving all the time. Technology makes design more accessible, faster and also available for sharing with a client earlier on in the process. But in the end, design will always start from a designer. It’s the person at the core.

The big change that I see already is that new design programs and tools can carry a designer along further, whatever their ability. Things that in the past, a designer needed to be able to visualize themselves, can be done by a program. Now it can take longer for a designer to see through the illusion that technology can create, and to understand where the gaps are in a design. But the essence remains the same—it stays between a designer’s work and the audience’s perception.

How do you manage the work/life balance in the agency environment?

In a creative role, you will always take work home with you in your head. You can’t switch off the process—it’s not linear. A lot of the time my ideas come when I’m driving home or relaxing at the weekend. At work, the atmosphere is very “noisy,” and it’s harder to think.

At the beginning of the design process there’s joy—there’s excitement and drive. That has never changed for me. When the idea first comes, and it starts to come together, I’m fully motivated and it’s not something I can contain to office hours. This “drive” is what keeps me doing the same job for so long, and gives me a level of satisfaction in life that keeps me motivated.

Work life balance is not as challenging in this role as it can be for others in agency life. I don’t need to be connected to a smartphone or computer around the clock to meet my deadlines. But I do need to keep the creative flow going, and that means allowing my thoughts to be in my projects at home as well.

How do you believe that corporate guidelines and the design process can work together?

They can be very limiting in our business. This is the challenge—to work within these guidelines, and still create a product or a design. This is one of my favorite parts of the job—succeeding within these boundaries. Drawing out the essence that exists from within the guidelines and creating a cohesive design. A standalone design isn’t success—we’re also providing a service. Success is a great design that communicates the brand within its guidelines.

At Tamooz, we know how important it is to deliver strong creative ideas that work within brand guidelines. From brand development and digital marketing, to interactive design, events, and experiences—we deliver a portfolio of tailored solutions and services that work together to create powerful results for your business. Let’s talk about growing your brand. Visit us on Twitter or LinkedIn. Or—to get even better acquainted—give us a call at +1 612 234 1153 (US), +44 7 835 160 205 (UK), +972 3 681 8885 (IL), or [email protected].