Slovenian domestic appliance brand Gorenje has launched a new black kitchen collection designed by French designer Ora-Ito.

Presented last week at Belgrade Design Week, the Gorenje Ora-Ito Collection consists of fridge-freezers, ovens, ceramic hobs, extractor hoods, all faced in black glass and with either black or silver finishes and handles.

Below is an interview with Ora-Ito and a press release, both from Gorenje:

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The simply complex world of the designer Ora-Ito

ORA-ITO, ENFANT TERRIBLE OF INDUSTRIAL DESIGN

Simplexity in the new Gorenje Ora-Ito Collection

We met Ora-Ito in his atelier in Le Mare, one of the oldest districts in Paris, famous for numerous galleries and artistic atmosphere. Ora-Ito, the young French designer who rushes through his life with the speed of a jet plane, is also inspired by this bohemian verve.

As a teenager he simply could not wait for the others to discover his talents; instead, he proclaimed himself the artistic director of major global brands. He redesigned some of their flagship products to make them even more appealing and provocative, and presented them on his website. People from all over the world started ordering the actually non-existent products that were at the time merely a part of Ora-Ito’s virtual world.

The beginning of your career as a designer is particularly interesting. You could say you found your fame with boldness, simply because you dared…

“When I started to work I was 19 years old and I wanted to create my own brand. But I didn’t have the money. I didn’t know how to make it so I decided to create a virtual brand. And two years later I declared myself art director of all the biggest brands I knew… It was like I was really working for them.

“So I did some products for brands which were let’s say ‘icons of my generation’ like Louis Vuitton, Apple, Bic, Nike, Visa etc. I did products for those brands without asking them. I put them on the internet and it had a great success. That is how I started my career… Everyone said “Wow, what this guy did is cool!” and instead of attacking me, they asked me to work for them.”

At least they knew they weren’t buying a pig in the poke… You actually proved you were a very talented designer. How do you create, what do you draw on for your ideas, what kinds of shapes are on your mind?

“My inspiration in general comes from everyday life. I like to observe everything that surrounds me. So the nature can inspire me a lot, but also a good movie, all the sounds, just a shadow that makes me think. Everything can inspire me. I get my inspiration from a lot of different backgrounds. Because of my job I travel a lot and I get a lot of inspiration when I go to different places. I absorb a lot of new energy, new vibes, and when I come back to my studio I bring a lot of new ideas.”

You have been working (and you still do) for different international brands, currently you are also cooperating with the Slovenian company Gorenje, one of Europe’s leading household appliance manufacturers. How do you see your cooperation with Gorenje?

“I would say that it was a great opportunity for both me and Gorenje to combine our talents and create the kitchen that will break a new deal in the kitchen history. Both of our companies are well known for their respective qualities: Gorenje for the quality of its appliances, and my design brand for its way of conceiving the future in terms of creation. I see Gorenje as a brand of undeniable tradition, of timeless quality concerning the craftsmanship of their appliances, as well as their inner qualities of consistent performance and resilience. I am sure that the brand will soon become a world’s reference when talking about the kitchen of tomorrow.”

You are not very “domesticated” type … What was your first reaction when Gorenje approached you to design appliances for them?

“When they called me I was like “what is a kitchen again?” (laugh) No, not really, but it is true that I am a very poor cook myself. Without a fiancée (french actress Vahina Giocante) I would probably starve. I barely know how to cook an egg. I know – what a shame for a French guy! But still, it was a project that was really inspiring for me. A kitchen is a part of everyday life and for a designer it is an interesting challenge to create through the numerous aspects of the relationship that I have with the people who use the products I design.”

Your first collection of household appliances is just about to be launched. How do you feel about it? Will it be difficult to “let it go”?

“Of course, I am really excited about this launch. Who wouldn’t be? I am also a little nervous because it is for me a very important project that will connect my philosophy with consumers and interact with their everyday lives. It is always difficult to let my creation go, as you said, because it means there is no way back for me to make changes and add some final adjustments, like a couturier does when he takes care of the last details of his dresses before they hit the runway.”

How would you evaluate the new collection, Collection Gorenje Ora-Ito?

“It is like asking a mother if her baby is cute … Of course I think this collection is the greatest on Earth. Without joking, I really love this slick and timeless range of household appliances because it is intelligent and beautiful. The volumes are very simple, yet sophisticated. This collection of household appliances introduces a new idea of luxury in the kitchen environment. These appliances are futuristic, but they perfectly fit into our time.”

What will in your opinion charm the potential buyers of the Gorenje Ora-Ito Collection?

“Personally I like the material treatment and the quality of the finishes. I think that consumers will fall for their intriguing beauty and will enjoy their functionalities. Complex technologies are hidden behind a minimalist façade and that is exactly what makes the product look elegant. People will also like the fact that each product is easy to understand and to live with. They are not complicated to use and for me that is very important. Not only because I am a poor cook, but because I love simplicity.”

You have also designed a futuristic kitchen for this new collection.