SASHA V IS A PROMINENT BUSINESS WOMAN, THE FOUNDER OF THE ARCHITECTURAL BUREAU VDG, SASHA VINER WORKSHOP, AN ART LOVER AND EMERGING COLLECTOR.
"Design has a colossal impact on our socio-cultural environment and the perception of the surrounding space" - Sasha V.
She is actively engaged in the field of design and architecture, creating projects that significantly impact the socio-cultural environment and perception of surrounding spaces. In her work, Sasha strives to integrate simplicity and purity, adding favorite details and materials that reflect the inner world of individuals. Sasha is also a frequent guest on various intellectual talk shows and broadcasts, where she discusses her latest business projects and trends of the design indusrty. In this exclusive interview with iPremium Design Digest, Sasha Viner shares her insights on the integration of art in architecture, the latest trends in the wig and design industries, and her most memorable projects.
iPremium DD: Sasha, could you please name the most memorable projects you've had? (in different locations)
Sasha: When we talk about the projects we work on, it's very difficult, no, even impossible to single out some and leave others in the shadows. Each project is special, with its own individual task and vision. Despite this, one of the latest that I could highlight in terms of art integration is an apartment in Paris in the 16th arrondissement, as well as a penthouse project in the historical center of Moscow.
If we touch on public spaces, we work a lot with restaurateurs. Today, they increasingly understand the value of integrating art into their projects. I can notice this trend not only in my work but also in the works of my colleagues, which is gratifying. And when we start designing and approach the moment of the main compositions of the space, we always understand that we need to invite an artist who will implement their work.
iPremium DD: Is there a project you would like to participate in the implementation of? (possibly commercial)
Sasha: To date, the experience I have gained throughout my professional journey, having worked in spaces with various purposes, including private projects of absolutely different scales, as well as public spaces including sports spaces, educational spaces, entrance groups of residential complexes, lobbies, restaurants, bars, boats. Probably, one of the directions that interests me and I would be interested in participating in is the design of museum space and within the framework of expanding horizons, I can even imagine designing the ISS. As they say, dream big.
iPremium DD: When you start working on a project - at what stage do you consider art?
Sasha: Today, many architects approach art from a purely decorative point of view. They start selecting art when the budget on the project is running out and there is a need to fill the empty space above the console. But when we start designing, our starting point sometimes begins with a specific work of art or an important position in the client's collection, and the interior fits within the aesthetics and balanced combination between architecture and art.
iPremium DD: Do you have favorite artists/sculptors/object designers?
Sasha: Yes. One of my recent favorite contemporary authors is German artist Valentin Loellmann. Also, one of the greatest sculptors of the 20th century, Philippe Hiquily.
iPremium DD: Can the design you create be called "timeless"?
Sasha: To answer this question, enough time must pass, so personally, I find it difficult, but today we use in our projects furniture and art objects that have already earned the status of timeless.
iPremium DD: What inspires you?
Sasha: Today, in this world, there are a multitude of things from which one can draw inspiration. I am inspired by new energy (new artists, the volume of new projects, new combinations of materials).
iPremium DD: Do you have personal preferences for the color palette in the interior?
Sasha: No. I can work in different formats and different color palettes. From each project, you can extract the maximum potential, and here you cannot be tied to strict frameworks and limitations.
iPremium DD:As far as we know, you are also a collector. Do you have a "dream" author whose work you would like to acquire for your collection?
Sasha: Of course, there are countless numbers, but I can highlight two authors - Claude Lalanne and Lucio Fontana.
iPremium DD:Do you visit world art fairs?
Sasha: Yes, I always try to visit great quality fairs around art and design, whether they're established or less known ones. One of my favorite for the quality, beauty and diversity of the selection is Brafa. During some of my last visits, works of Turi Simeti, Zalszupin and Francis Dusepulchre got my attention and entered my collection.