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DI: What is the main principle, idea and inspiration behind your design?

: The main principle is the combination between traditional metal work and a LED high technology lamp.

DI: What has been your main focus in designing this work? Especially what did you want to achieve?

: The main focus was creating a lamp where the shade is the light socket itself. A LED lamp regularly requires cooling sides; whereas in DIDI the lamp shade is the direct heat reducer of the light bulb.

DI: What are your future plans for this award winning design?

: We would like to find a manufacturer which would produce the lamp and distribute it around the world.

DI: How long did it take you to design this particular concept?

: The planning of DIDI table lamp started in August 2010 and the first series was produced in September 2011. The entire creative process and realization was made in "Magenta" Jerusalem.

DI: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?

: The lamp was our initiative, as part of our constant research for playful and aesthetic products.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?

: We plan to collaborate with an external company, which will produce the lamp and keep its high standards.

DI: Where there any other designs and/or designers that helped the influence the design of your work?

: In Magenta we have a multidisciplinary core team. However, we frequently collaborate with qualified craftsmen and professionals.

DI: Who is the target customer for his design?

: DIDI is for people who appreciate good design.

DI: How did you come up with the name for this design? What does it mean?

: Didi is a nickname of my cute daughter.

DI: Which design tools did you use when you were working on this project?

: Sketchbook, pencil, cutting board, metal wires, carton, 3D CAD design software.

DI: What is the most unique aspect of your design?

: Didi is a 100 % "Magenta" handmade table lamp. All parts of the lamp were developed in Magenta atelier. It’s a combination of a simple structure and a non standard light source.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?

: Magenta has collaborated with a professional electric engineer.

DI: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?

: In order to find the appropriate metal and surface area for our shade, where the rate of heat release is approximately equivalent to the rate of heat release of the original LED socket, we made a research of thermal conductivity of different metals in different sizes.

DI: How did you decide to submit your design to an international design competition?

: We believe that Didi table lamp is a high quality product and fits the international design scene and competitions such as A'Design Award.