SENSE OF SEPTEMBER BY SHU

September 23, 2022

Elina Ashurova-Berzina – founder & chief designer of SHU

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My feeling this month is made up of… September, as an intermediate stage between the active summer season and calm, peaceful autumn period. This is the time when we are filled with strength and energy, at the same time we no longer waste these resources, but carefully store them inside, embrace them and transform them into completely new ideas! September is always about slowness, depth, awareness, wisdom and full concentration! Even nature takes on deeper and more complex colors and a ringing silence fills the air! The weather is fantastic, really.

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How do architecture and design contribute to change in the environment and society?

I think about this a lot. In fact, design and architecture are what we live in and what we create.

People are born in nature and are a part of it, nature is very diverse and it is no secret that we draw strength and inspiration from it. Here, for example, where do we go after a hard week at work? We usually say, “I need some good restart, a good grounding”.

Therefore, the main task of the architect and designer is to make a person feel organic both in the urban environment and more importantly - at home. I believe that it is possible to create such interiors in which any person can relax and perhaps change his thinking and outlook on life! I call it conscious design and architecture. I’dl say this, our work is very responsible. (smile)

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What other areas do you draw inspiration from?

The first aspect is, of course, nature. Textures, textures and of course colors are all around us, just reach out. Usually, when I need to choose a complex and harmonious color combination, I look at hundreds of landscapes and go out of town. There is simply no better palette, because everything is harmonious in nature.

Architecture. I really like to walk with my head held high (laughs). Complex design solutions in the interior always come through architecture, because it is about the combination of forms, proportions, the use of concepts such as meter and rhythm. Architecture, like mathematics, is always precise, there are no mistakes.

Fashion industry. I really like to watch fashion shows. If you need to take a risk and use non-standard solutions in the interior, for example, combine two incompatible prints or come up with some completely unusual interior item, I always turn to fashion.

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What has been the most valuable advice someone has given you?

Aim for the result, but don't take it for yourself!

I think this is one of the most valuable pieces of advice I've ever received. In fact, all ideas are found around us, and we humans read them and implement them in life, we are a kind of tool (smile).

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What currently excites you, makes your eyes light up and how does it enrich your work?

Maybe I will answer not quite in this context. But this is my child. The way children perceive the world is unique. The way they look at many objects, notice details and, as we think, make something out of nothing. Our vision is already a little blurry, but children see everything differently, and we have to learn that.

I don't know why, but I remembered the task we did several times at the University, I didn't like it very much then. We chose any insect or plant, stylized it, divided it into parts and made ornaments. This allowed us not only to study the subject, but also to see details that are not visible to our "blurred" eyes. And, of course, to create something new and unique.

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What is going to be the next big trend in (interior) design?

Functionality, multi-functionality and long-term design.

Despite the changes taking place in the world, I am still convinced that people will move around the world a lot and will not be tied to one place. Change countries, houses, apartments. People are becoming more practical and paying more and more attention to comfort. Beauty can also be convenient, if anything (smile). We live in a very active time, everything is changing very fast. And our goal is to be flexible, to read and anticipate these changes, at the same time to see constant things in it, to create interiors that take into account as much as possible the needs of any person, no matter how strange and impossible they may be (as it may seem at first glance outline). And this does not mean that interiors will be faceless or characterless in the future, on the contrary, aspects such as work with cultural heritage will increasingly come to the fore, but naturally, that in a completely different outfit, interpretation! Use of materials specific to a certain region. Forms specific to the existing terrain and environment. A kind of full object integration. Active movement around the world, and we are not talking about tourism, as it was before, but precisely about the life of people in one or another region, which will allow you to learn and feel the culture, environment, traditions, thus seeing unity in the diversity of this world!

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