Reda Amalou graduated as an architect from the East London University. In 1997, he founded AW2 architecture workshop in Paris. Today his agency enjoys worldwide acclaim. His designs regularly feature in the international press. The agency has notably won titles such as “Best Hotel Design Travel and Leisure”, “Best Hotel MIPIM Award”, “Green Good Design”, “Chicago Museum of Architecture Award”…
With AW2, Reda Amalou has always conceived architecture, and interiors as well as furniture designs. This has naturally led him to create his own brand, Reda Amalou Design, launching a portfolio of product and furniture design. The collections are a perfect echo of the architectural work of Reda Amalou. Inspired by the aesthetics of the 20th century, he designs each piece with a concern for the balance between elegance, sobriety, and visual identity. All the materials used are noble, textured and alive such as leather, bronze and precious woods. Reda Amalou also collaborates with luxury and design houses such as Veronese, Baguès Paris, Roche Bobois and Baccarat, with whom he regularly produces pieces and unique collections.
What made you want to become a designer?
I became a designer by ‘extension’ or necessity! As an architect designing spaces is one thing, extending the design to the smallest object is what drove us to design more and more. To the point of being a designer just as much as an architect…
Do you have a preferred material? If so, which one? Is it related to a particular meeting or event?
No. I find interest in all materials as they ‘inform’ your design. The tell you where to go, and then you try and push them in new directions.
What type of product do you design?
Anything that can be drawn.
How would you summarize your approach to design?
Design is about questioning. It is a process to understand what is, and try and invent what will be.
What inspires you on a daily basis?
Anything that shows things in a different light. A new city to discover, an object, a material, music…
The starting point of your creations? (the material, the shape, a particular desire?)
It is always about questions at first. What are we aiming at, why was done this way before, how is this done…?
Self-publishing: a trend? a need? a necessity...?
Working on designs every day means that you want o extend the life your designs. Self publishing allows this with a great level of freedom in my choices.
What would have been your job if you had not been a designer?
I am an architect and a designer, so I move from one to the other… And really I see no other options!
Tell us about an everyday object that is close to your heart and why?
My sketchbook. I always have one with me and it fills up with ideas and drawings – good and bad – but its all about what I think.
A maxim, a saying to share?
You never go as far as when you don’t know where you are going – Christopher Colombus
A particular color?
Black, or White.