Varvara Zelenetskaya gave an exclusive interview to BATIMAT RUSSIA – she told us about the beginning of the journey, difficulties and victories, explained how to become a successful designer. Where does the path to success begin? How much does studying give impetus or knowledge for a practicing designer? What are the difficulties when working on TV projects? What to do to make the project pay off? How do ideas come to life?
In this interview the designer, who made her own success, gives invaluable tips to beginners on how to fulfill their dream, defend the idea and achieve goals. Varvara considers diligence, endless curiosity, constant striving for improvement and well-coordinated teamwork as her formula for success. This is the only way to remain in demand in the chosen field and have an advantage over competitors. But the truth is that success is not an achievement, but a path. The path that is different for everyone.
Can we call you a successful designer? Where does the path to success begin?
The path to success begins with the desire to be a professional in your field, at least for me. Of course, you need to be ambitious. But ambition itself without diligence and endless curiosity, inquisitiveness in mastering your craft is a road to nowhere. I can safely say that I’m engaged in interior design for more than half of my life. First the institute, then the first joint project of Dekointeriors at the Centre for Architecture, and since 2005 – my own project Varvara Zelenetskaya Studio. At all stages of development we had many difficulties and interruptions. Some of the first meetings with customers deserve a special notice! Now my company involves professionals: architects, designers, decorators. We are working on an average of 20 projects at the same time, including private residences and commercial properties. Our projects are published by leading interior media. I write articles and blogs on popular interior portals, I conduct training sessions. The studio has created 13 exhibition projects. Since 2005, we have come up with and implemented 16 TV projects for ‘Kvartirny Vopros’ and ‘Dachny Otvet’ programs on NTV. The studio works in Russia, the CIS countries and Europe. Can this be considered a success? I think yes. But there is no limit to perfection!
How much does studying give impetus or knowledge for a practicing designer?
And how can you work without studying? I am critical here. Recently, a lot of ‘designers’ have appeared, discrediting our profession. As a rule, they take some class, create attractive accounts in social media – and then clients, who have worked with them, come to us and ask ‘to do something with this project’. Because it’s often simply impossible to build! In Russia there are only a few schools, giving you ‘a magic kick’ and knowledge. At the moment I mean a 12-month education. Ideally, of course, you need to graduate from a specialized university, and then you can improve your skills with further education. But above all – a lot of practice! Before creating your individual projects, I advise you to work in a bureau – this is an essential experience.
Do you remember your first project? Was it a success?
Of course, I remember it! When I was a second-year student, my friend, a journalist, asked me to make apartment interior. Then the choice of materials was, to put it mildly, limited. Therefore, I had to come up with some options. There were several art objects. Our friend, a St. Petersburg designer, then had access to giant details – we used them to make a hanger and a few lamps. I don’t know whether this project was successful, but it was definitely fun!
What can you say about your work in TV projects? What are the difficulties?
Working in TV projects is a real school of life! Time is always limited, plus, on the one hand, you have to ‘fit’ to what’s important now, and on the other hand – to take into account all the ergonomic wishes of the client’s family. And yes! You also have to meet the budget. The most difficult task was to make a living room of 11 sqm! Then the idea of a transforming interior came to mind. As a result, all the designed furniture easily changed its dimensions and functions.
What is your favorite interior style?
Today all styles are mixed. We live in an era of fusion-style interiors. I prefer new deco, modern classics, mid century, light bourgeois style, if we talk about residential interiors. In commercial interiors everything depends on the task and design of the space itself. Elements of loft or hi-tech may appear. Anyway, the interiors of my studio are always recognizable, because we realize the importance of the feeling of air, light and space. Our interiors have a lot of lightness and transparency, regardless of whether it is a residential or a public interior!
How do you rate the general level of aesthetic culture of our compatriots in the field of interior?
Much better than before. But in general, a lot more needs to be done to change the level of aesthetic culture. Let’s not forget that we lost about 70 years for the communist system, which diligently erased everything that was created before. Yet, it also created such style as the Stalin Empire, for example. But in general, we can assume that globally we returned to the issue of interior design only in the 1990s.
Which interior details do you pay attention to when you first come to visit someone?
I look at the interior as a whole. Do I like it or not? There are many designers and architects around me, so they think over their interiors in detail. If people are not designers and created the interior by themselves, I look at the pictures, photos, I get acquainted with family relics. Because it is through these things that one can understand what the family is, where its roots and origins are.
Are there any tips for novice designers? What to do to make the project pay off? What to do to get the result?
To learn and practice as much as possible – as a first step. The more you practice, the less you fear – fear to make a mistake and to communicate with customers. The project will pay off if you have experience – in every sense. You need to have a lot of skills.
How do ideas come to life?
I believe that our specialty is mostly handicraft. We are, in fact, film directors. And, of course, the script here is very important. But then the movie should be filmed. And to make it you need a lot of resources: a team of cameramen, editors, film artists and actors who implement this script. Ideas are everywhere. Both exhibitions and, of course, BATIMAT, are primarily aimed at getting designers to know about new materials and technologies. This is a breath of fresh air and sometimes a completely new look at long-known brands. The cherry on top are the personal stands of designers, where you can embody any ideas and where you are the client yourself. So they are the most interesting thing to explore. At BATIMAT RUSSIA 2019, I will conduct a business workshop on a topic ‘How to Work Less and Make More Money in the Field of Interior Design?’. It was created back in 2009. Since then we’ve been improving it all the time. This workshop is about learning how to plan and distribute your time correctly, communicate competently with a client and make sure that the work does not absorb you and brings not only income, but also pleasure. After all, this is the ultimate goal, isn’t it? I am waiting for everyone to join my workshop on March 14, at 16:00–18:00.
– Do you have any favorite projects?
Almost all television projects, because there you can almost completely realize all your ideas. I love our Dream House and American Art Deco projects, the interior of the ‘Grey’ British advertising agency and the ‘Lowe Adventa’ advertising agency. All interiors are available at our website www.vzstudio.ru.