UMAMY Design Group was formed in 2000. Since 2005 it consists of 3 designers, Eran Apelbaum, Sarit Atzitz and Dori Oryan. The Group has been exhibiting in numerous international fairs and exhibitions since its initial appearance at the Milan furniture show. UMAMY creates design art objects, as well as conventional product design objects. Both developing its own ideas and supplying design services to customers around the globe.
UMAMY Design Group was founded in order to implement new ideas and formulate unique approaches in design. Using humor, innovative thinking and creative brainstorming, UMAMY explores our society and our habits and challenges us with ingenious and original concepts, implemented by creating unique objects. Objects that hit a hidden cord at people's heart, consequently making them desirable.Often in the process of developing products, we designers find ourselves trapped within cultural and conventional frameworks that entrench our way of thought and inhibit us from perceiving and pursuing the innovative and the new. UMAMY Design Group explores the farther reaches of the design world and paves the way to new creative spheres.
Q : When did you realize you wanted to be a designer?A : I am not sure yet.Q : How would you define your design style?A : Design as a social exploration/experimentation. Q : What would you do if you were not a designer/artist?A : Software programmer, garbage collectorQ : Where do you draw your ideas/inspiration from?A : From the little day to day actions of other people and ourselvesQ : Who do you consult about works?A : All our work is done collectively, but we usually do not consult outside our design group.Q : Which of your projects do you consider a success?A : The "still life" wall mounted fruit holder. It reverses in a simple shape the tangled relations between function and actual use. It reviles with some humor the fact that fruit holder are not there to hold our fruits but to decorate our homes.Q : Which of your projects do you consider a failure?A : We made a great offer to make a gigantic knot creating a full seating/eating area around the year 2001 and simply could not convince the contractor to go along with our idea. Only to find that two years later someone came up with a similar idea that was realizedQ : To what extent do you believe that design should be functional?A : The big question of course is what "functional" is. If you see it as the actual physical work accomplished by the object then "functional" is never enough. If you regard it as fulfilling the wishes of some people then the answer is always "yes"Q : Name a colleague you admire.A : Constantine Boym
Q : What have you learnt about design yourself?A : Although most of our work is done intellectually a good design is always something that makes you react emotionally. So the gut feeling, the designer's touch, creates that final edge.
Q : What in your opinion is the greatest design invention in recent years?A : The "ipad", it makes computers fun.Q : With which personality from the past would you like to have coffee?A : Theodor Herzl the father of modern political Zionism and the Jewish state, I would be really happy to talk to this reporter from Austria which was able to imagine this crazy notion of the Jewish state. I think his words ""Wenn ihr wollt, ist es kein Märchen" are a good way of leaving. What you wish for is never beyond your reach. Q : Which materials interest/fascinate you most?A : Concrete is a magnificent material with so much history and so many applications.Q : What advice would you give a designer at the start of his career / What advice would you have liked to receive at the start of your career?A : Try to understand what really interests you and focus. Then try to understand what really interests other people and try to merge the two together.Q : What are your future projects?A : Haven't met them yet.