Interview: Alex Selma, Yonoh Creative Studio

Yonoh Creative Studio designer of Ethere.

A duo composed by Clara del Portillo and Alex Selma, whose work has distinguished itself, over the years, by the progressive improvement of its personal voice. They have rarely excessively flirted with aesthetic trends. Based in Valencia, the Spanish studio boasts years of recognition and collaborations with international brands.

How many years have you been working in the industry?

Clara and I met at a young designers' exhibition in 2004. After several years of collaborating, we decided to create Yonoh. Since then, 18 years later, we continue with the same energy and enthusiasm as the first day.

What are the main steps in your design process in general?

For us, the conceptualization process is paramount and requires considerable dedication. Clara and I employ different methods: while she usually carries out the entire process in the studio, personally, I prefer to seek inspiration in secluded places, where I can sketch the concepts or details that emerge in my notebook.Once we identify a concept that we consider valuable, we transition from the initial paper phase to a more technical stage, where we develop the entire project using 3D programs. From the outset, we strive to imbue the project with a practically definitive character, meticulously detailing what we wish to highlight. This step is crucial, as what we like in the drawing becomes a relevant piece here, or perhaps it is discarded.Collaboration with the company in the final development of the project is also fundamental for us. We learn a lot from these collaborations, and sometimes we encounter obstacles that require adjustments. Interestingly, these adjustments often result in notable improvements to the final design.Finally, we actively engage in the product launch, providing support to the company in aspects such as product presentation and narrative.

What was the main inspiration behind the design of Ethere?

Our main goal was to design a sink where the water would disappear without revealing the drain, which is usually not the most attractive feature. We came up with the idea of a suspended tray inside the sink to cover this need and also serve as a support for objects. This way, it would be possible to leave soap or other items on it without having to take hands out of the sink, thus avoiding the typical splashes on the countertop or floor. From there, we began working on the overall shape of the object, gradually making it lighter until achieving a piece that represented the epitome of functionality, aesthetics, and lightness.

What is the preferred material combination for Ethere ?

From the beginning, we envisioned a monochromatic combination of different materials. Our favorites include the pairing of white Corian® with Carrara marble, as well as the combination of black Corian® with black Marquina marble.

How was the experience with Rexa and the production techniques used to make the basin?

The collaboration was truly great! It's very pleasant to collaborate with companies that know what they're doing and add value to the product, and that's exactly how it was with Rexa. From the initial concept, we were collaborating to find the best solutions to produce the product, and as a result of this collaboration, a project emerged that we are more than happy with, and that we are confident will be a relevant piece in the company's catalog. It's also very important for us that companies know how to cherish the product, present it adequately to the public, etc., and Rexa knows how to do this very well.

How do you envision Ethere: integrating into domestic or hospitality environments such as hotels, restaurants?

The good thing about this piece is that it's highly versatile. We truly believe it will start to be used primarily in restaurants and hotels; it's a spectacular piece for interior designers, and it will offer them plenty of options in their spaces. Then, surely, it will gradually make its way into private settings, maybe even as a countertop basin...

What advice would you give to young designers aspiring to enter the world of industrial design?

We always say that to be a designer, it's not just about doing things well; that comes with time. The important thing is to have a lot of perseverance and to keep striving to improve. Ours is a long journey where you must enjoy the slow process of improvement. Additionally, we always advise that joining efforts often enhances studios, especially if they find different and compatible profiles that can make the studio function properly.

And what advice would you offer to Italian companies looking to collaborate with designers to develop new products?

There are few pieces of advice we can give... The market is filled with designers with immense aspirations to collaborate with Italian companies. The "Made in Italy" brand is highly recognized internationally, and Italian products are sought after everywhere. We must be very grateful to Italy because, almost from our beginnings, they opened the doors for us to collaborate, and we have learned a lot from you